International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
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 Volume 11, Issue 12 (December 2024), Pages: 162-173

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 Original Research Paper

New evidence on factors influencing online shoppers' impulse purchase intentions on TikTok Live: The role of swift guanxi

 Author(s): 

 Dong Jirui 1, *, Ferdi Antonio 1, Asep Hermawan 2

 Affiliation(s):

 1Faculty of Business and Economics, Pelita Harapan University, Tangerang, Indonesia
 2Faculty of Business and Economics, Trisakti University, West Jakarta, Indonesia

 Full text

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 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0009-0001-3474-6682

 Digital Object Identifier (DOI)

 https://doi.org/10.21833/ijaas.2024.12.018

 Abstract

This study aims to examine consumer needs related to product quality, swift guanxi-like culture, live streaming richness, e-activity lifestyle, and impulse buying intentions on TikTok Live. Using data from an online survey with 124 respondents from Universitas Pelita Harapan (UPH), the study analyzed results with the SEMPLS statistical tool. Findings indicate that product quality positively influences impulse buying intentions and enhances live streaming richness. Additionally, swift guanxi has a positive impact on both impulse buying intentions and live streaming richness. The study also reveals that live streaming richness positively affects impulse buying intentions. Furthermore, the e-activity lifestyle mediates the relationship between swift guanxi and impulse buying intentions on live platforms. A novel aspect of this research is the development of the live streaming concept into the construct of "live streaming richness." These insights can support influencers and sellers in boosting sales and promoting purchases. Moreover, marketing influencers should capitalize on changing events to engage customers, build trust, improve efficiency, and offer valuable benefits and support to their audience.

 © 2024 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Product quality, Swift guanxi, Live streaming richness, Impulse buying, E-activity lifestyle

 Article history

 Received 26 June 2024, Received in revised form 31 October 2024, Accepted 23 November 2024

 Acknowledgment

No Acknowledgment.

 Compliance with ethical standards

 Ethical considerations

This study adhered to ethical guidelines, obtained informed consent from all participants, and ensured data confidentiality and anonymity throughout.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Jirui D, Antonio F, and Hermawan A (2024). New evidence on factors influencing online shoppers' impulse purchase intentions on TikTok Live: The role of swift guanxi. International Journal of Advanced and Applied Sciences, 11(12): 162-173

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 Figures

 Fig. 1 

 Tables

 Table 1 Table 2 Table 3 Table 4

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