THE EFFECT OF HEDONIC SHOPPING MOTIVATION AND LIVE STREAMING SHOPPING ON IMPULSE BUYING THROUGH POSITIVE EMOTION AS AN INTERVENING VARIABLE

Abstract

As information technology continues to advance and e-commerce becomes more widespread across industries, there has been a marked increase in online impulse purchases, with 40% of total consumer spending caused by online impulse buying behavior. Although Somethinc has launched over 120 new products simultaneously, the company has experienced a decline in sales and a continuous decrease in market share year on year. Additionally, the high number of views on live streaming has not translated into increased sales. This study uses positive emotions as an intervening variable to examine the effects of hedonic shopping motivation and live-streamed shopping activities on impulsive purchasing behavior. A quantitative approach was used in this study involving 100 Somethinc consumers in Semarang City who purchased through e-commerce. Online questionnaires were used to collect data, which was then analyzed using the PLS-SEM method by the use of the tool SmartPLS software version 4. The study's findings suggest that hedonic shopping motivation incentive significantly and favorably influences both impulsive purchases and positive emotions. It has also been demonstrated that impulsive purchases are positively and significantly impacted by positive emotions. On the other hand, live streaming shopping has a good and big impact on positive emotions but a negative and negligible direct impact on impulsive purchases.  Therefore, through the mediating function of positive emotions, impulsive purchases are significantly impacted indirectly by both hedonic buying incentive and live streaming shopping.