Volume 3, No. 7 July 2024 (1956-1970)
p-ISSN 2980-4868 | e-ISSN
2980-4841
https://ajesh.ph/index.php/gp
The Influence of
The Big 5 Personality, Financial Perceptions, and External Factors on Impulsive
Buying Tendencies in Live Streaming
Yolanda Tamara
Universitas
Indonesia, Indonesia
Email: yestemi8@gmail.com
ABSTRACT
The digital era has significantly transformed
the behavior of Indonesian consumers, particularly with the emergence of
shopping trends through live streaming on e-commerce platforms. This study
investigates the influence of the Big Five personality traits, financial
perception, and external factors on the tendency for impulsive buying during
live streaming. By integrating theories from consumer behavior and psychology,
this research explores how self-control, money availability, economic
well-being, time pressure, and sales promotions affect the tendency for
impulsive buying. Using an online survey distributed among Indonesian
consumers, this study provides insights into how these factors interact in the
context of digital shopping during live streaming purchases. The findings aim
to help e-commerce businesses optimize their sales strategies and offer
recommendations to enhance consumer satisfaction. The results show a negative
influence between self-control and the tendency for impulsive buying, with
conscientiousness and extraversion personality traits showing significant
effects on impulsive buying. The perception of money availability has a
positive influence on the tendency for impulsive buying. From an external
factors perspective, sales promotions positively influence purchase intentions,
while time pressure negatively affects buying intentions or the tendency for
impulsive buying. These insights aim to assist digital marketers and e-commerce
businesses in optimizing their sales strategies and improving consumer
satisfaction.
Keywords: Live Streaming, Time Pressure, Sales
Promotion, Economic Perception, E-commerce, Consumer Behavior.
INTRODUCTION
The digital economy in
Indonesia is showing rapid growth, driven by a strong e-commerce sector. In
2021, gross transaction value (GMV) was recorded at 63 billion US dollars and
will continue to increase to 76 billion US dollars in 2022 and 82 billion US dollars
in 2023 (Fauziah & Arieftiara, 2023). Projections show that GMV will reach
109 billion US dollars in 2025 and range between 210 up to 360 billion US
dollars by 2030.
Figure 1. Digital Economy Trends in
Indonesia
Figure 1 illustrates the
e-commerce trend which continues to grow and is one of the main drivers of the digital
economy, with a GMV value of 48 billion US dollars in 2021, growing 20%
to 58 billion US dollars in 2022, and reaching 62 billion US
dollars in 2023. It is estimated that this value will reach 82 billion US
dollars in 2025 and around 160 billion US dollars in 2030. Currently, in the digital
era, Indonesian consumer behavior has experienced significant changes,
especially with the emergence of the trend of online purchasing via live
streaming on e-commerce platforms. In this broad market, buyers often make
purchases that are spontaneous, unplanned, not reflective or thought through (Habib & Qayyum, 2018).
Live Streaming e-commerce has become one of the main channels
for buying and selling transactions, providing the opportunity for sellers to
interact directly with buyers (Amalina & Riofita, 2024). This often creates a shopping
atmosphere that triggers purchases without careful planning, especially when
attractive promotions and discounts are offered for a limited duration. This
situation often pressures buyers to make purchasing decisions quickly, rather
than through in-depth consideration.
The Indonesian e-commerce market has become fertile ground
for the adoption and success of live streaming, a phenomenon that is not only
growing globally but has local significance due to the unique culture of
digital consumerism in the Indonesian region. Live Streaming, often
characterized by limited-time offers and deep discounts, taps into consumer
psychology, triggering a sense of urgency that can lead to impulse buying
decisions (Siti Samsiyah et al., 2023).
This study emerges in the context of Indonesia's digital
ecosystem, where mobile commerce and internet penetration rates have
experienced sharp increases in the last decade, and where a young demographic
with ever-increasing digital penetration rates is vulnerable to the allure of
online shopping promotions. Changes in consumer behavior related to
livestreaming and impulse buying that occur require an investigation of the
previous aspects, where the processes and results related to these purchasing
patterns can be seen through the lens of the Big Five Personalities.
Figure 2. Illustration of Live Streaming Shopping in
Indonesian E-commerce
The live streaming
phenomenon in e-commerce in Indonesia has become a significant trend that has a
major impact on consumer behavior and marketing strategies. As shown in Figure 2, various platforms such as TikTok,
Shopee, and Tokopedia utilize live streaming to create a more interactive and
engaging shopping experience. Data from Tech in Asia (2023) shows that more
than 70% of e-commerce consumers in Indonesia have participated in live
streaming for shopping, with the average transaction per session increasing
significantly. Sellers can provide live product demonstrations, answer consumer
questions, and offer special promotions that are only available during live
streaming sessions. The use of live streaming creates a new dynamic in
e-commerce that combines entertainment and transactions, attracting consumers
to become more actively involved in the shopping process.
The study of impulse buying is not a new topic. Previous
research by (Beatty & Ferrell, 1998) has explored the psychological aspects
behind this behavior. However, with increasing variations in shopping methods,
such as the emergence of flash sales and live streaming events that offer large
discounts for a very limited time, further research is needed to understand
these new dynamics.
A multidimensional approach is used in this research to
combine existing theory with the latest empirical data, obtained through online
surveys and analysis of consumer purchasing behavior. By integrating the views
of (Dholakia, 2000) on impulse buying triggered by
time-limited offers and the discussion by Krishna et al regarding the impact of
price promotions, this research seeks to deepen understanding of how time
pressure and economic factors influence impulse buying.
In addition, this research also considers the contribution of
(Moayery et al., 2019), who examined how self-control
influences consumer decisions in the context of impulse buying. This research
aims to provide a deeper and broader understanding of how these various factors
interact and influence impulse buying tendencies amidst the growing online
shopping trend. It is hoped that this paper
will serve as a guide for academics and practitioners who wish to understand
more deeply the factors that influence impulse buying, especially in an
increasingly digital context. This research also aims to provide recommendations
that can help e-commerce industry players in Indonesia optimize their sales
strategies and increase consumer satisfaction.
Most previous studies were conducted in developed countries
with populations that may differ in terms of digital behavior and online
shopping. This research focuses on consumers in Indonesia, a market that is
rapidly growing in e-commerce, to see whether the findings are relevant or need
to be adapted to the local context. This study combines and refines previous
studies and adds context to the Indonesian market to get a more accurate
picture. This research aims to understand how these external factors play a
role in driving impulse purchases when consumers participate in live streaming.
RESEARCH METHODS
This
research uses quantitative research methods. This research uses a research
approach through an online survey (questionnaire form) distributed via social
media platforms and online groups targeting individuals aged at least 18
(eighteen) years and in the last 6 (six) months participating and making
purchases in live broadcasts/live streaming in e-commerce at least 1 (one)
time. The target population includes adult internet users who have made at
least one purchase during a live stream / live broadcast on e-commerce in the
last 6 (six) months. The sampling technique used in this research is
non-probability sampling, where the method used is divided into snowball
sampling, convenience sampling, and purposive sampling. Hair et. al (2014) said
that it is best to take a sample size of 100 or larger. The general rule is
that the minimum sample size is at least five times the number of items in the
analysis including the questions to be used, and the sample size will be more
acceptable if the ratio is 10:1. In this research there are 38 (thirty eight)
items in question, therefore the minimum sample size required is 38 x 10 = 380
research samples. This research integrates personality theory, financial
perception, and situational factors to understand the complexity of consumer
behavior in making impulse purchases in the context of online live shopping.
This research was analyzed using the Structural Equation Modeling (SEM)
approach with SmartPLS to analyze the influence of each variable.
Figure
3. Research Framework
RESULTS
AND DISCUSSION
Results
Table 1. Validity test
|
Variabel |
Indicator |
KMO (>0,5) |
Sig (<0,05) |
MSA (>0,5) |
Factor Loading (>0,5) |
|
Self Control |
SC1 |
0,634 |
0,00 |
0,891 |
0,718 |
|
SC2 |
0,590 |
0,874 |
|||
|
SC3 |
0,599 |
0,840 |
|||
|
SC4 |
0,870 |
0,778 |
|||
|
SC5 |
0,595 |
0,886 |
|||
|
SC6 |
0,558 |
0,842 |
|||
|
The Big 5 Personality |
P1 |
0,625 |
0,00 |
0,521 |
0,595 |
|
P2 |
0,537 |
0,603 |
|||
|
P3 |
0,617 |
0,677 |
|||
|
P4 |
0,542 |
0,564 |
|||
|
P5 |
0,620 |
0,597 |
|||
|
P6 |
0,662 |
0,672 |
|||
|
P7 |
0,682 |
0,607 |
|||
|
P8 |
0,677 |
0,700 |
|||
|
P9 |
0,712 |
0,852 |
|||
|
Economic Well Being |
EW1 |
0,634 |
0,00 |
0,707 |
0,791 |
|
EW2 |
0,588 |
0,918 |
|||
|
EW3 |
0,644 |
0,841 |
|||
|
Money Availability |
MA1 |
0,531 |
0,005 |
0,532 |
0,839 |
|
MA2 |
0,520 |
0,875 |
|||
|
MA3 |
0,667 |
0,566 |
|||
|
Time Pressure |
TP1 |
0,614 |
0,00 |
0,553 |
0,630 |
|
TP2 |
0,596 |
0,671 |
|||
|
TP3 |
0,587 |
0,823 |
|||
|
TP4 |
0,695 |
0,910 |
|||
|
TP5 |
0,598 |
0,620 |
|||
|
Sales Promotion |
SP1 |
0,62 |
0,00 |
0,595 |
0,888 |
|
SP2 |
0,576 |
0,924 |
|||
|
SP3 |
0,799 |
0,729 |
|||
|
Impulsive Buying Tendency |
IBT1 |
0,690 |
0,00 |
0,644 |
0,794 |
|
IBT2 |
0,844 |
0,794 |
|||
|
IBT3 |
0,683 |
0,820 |
|||
|
IBT4 |
0,779 |
0,588 |
|||
|
IBT5 |
0,620 |
0,571 |
|||
|
IBT6 |
0,590 |
0,706 |
|||
|
IBT7 |
0,723 |
0,670 |
|||
|
IBT8 |
0,715 |
0,774 |
The test results on 30 (thirty)
initial respondents showed that the values obtained were >
0.50 for all parameters which are the validity benchmarks. These results show
that all measurement tools have met the validity requirements and are valid
measurements, so that the research can be continued at the next stage.
Table 2. Cronbach alpha
|
Variable |
Cronbach Alpha |
Description |
|
Self Control |
0,886 |
Reliabel |
|
Personality
Traits |
0,812 |
Reliabel |
|
Economic Well
Being |
0,805 |
Reliabel |
|
Money
Availability |
0,778 |
Reliabel |
|
Time Pressure |
0,778 |
Reliabel |
|
Sales
Promotion |
0,793 |
Reliabel |
|
Impulsive
Buying Tendency |
0,675 |
Reliabel |
The results in the table above show
that overall the variables have a reliability value of > 0.60 so the results
are declared reliable and can be continued at the next stage.
Table
3.
R-Squared Impulsive Buying Tendency Test Results
|
|
R Square |
R Square Adjusted |
|
Impulsive
Buying Tendency |
0,503 |
0,497 |
The results in the R-Squared above
show a value for impulsive buying tendency of 0.503 or 50.3%. This result shows
that the independent variable contributes to impulsive buying tendency of
50.3%.
Table 4. Statistical Test Results
for Various Variables
|
No |
Hypothesis |
Results |
C.R |
P-Values |
|
|
1 |
Self-Control – Impulsive
Buying Tendency |
H1 |
Accepted |
15,602 |
0,000 |
|
2 |
Emotional Stability –
Impulsive Buying Tendency |
H2a |
Rejected |
0,549 |
0,583 |
|
3 |
Agreeableness – Impulsive
Buying Tendency |
H2b |
Rejected |
1,081 |
0,280 |
|
4 |
Extraversion – Impulsive
Buying Tendency |
H2c |
Accepted |
2,754 |
0,006 |
|
5 |
Conscientiousness –
Impulsive Buying Tendency |
H2d |
Rejected |
0,325 |
0,745 |
|
6 |
Openness to Experiences –
Impulsive Buying Tendency |
H2e |
Rejected |
1,811 |
0,071 |
|
7 |
Economic Well Being –
Impulsive Buying Tendency |
H3 |
Accepted |
2,957 |
0,003 |
|
8 |
Money Availability –
Impulsive Buying Tendency |
H4 |
Rejected |
1,617 |
0,106 |
|
9 |
Time Pressure – Impulsive
Buying Tendency |
H5 |
Accepted |
3,558 |
0,000 |
|
10 |
Sales Promotion –
Impulsive Buying Tendency |
H6 |
Accepted |
4,554 |
0,000 |
The results of hypothesis testing in
this study show the influence of various variables on impulse buying tendencies
using the bootstrapping technique. The following is a brief explanation of each
variable.
1. Self-Control
– Impulsive Buying Tendency
Hypothesis H1
is accepted. The significant negative coefficient indicates that the higher a
person's self-control, the lower the tendency to make impulse purchases. This
means that good self-control can reduce impulsive buying tendencies.
2. Emotional
Stability – Impulsive Buying Tendency
Hypothesis H2a
is rejected. There is no significant influence between emotional stability and
impulsive buying tendencies. This suggests that emotional stability does not
play a significant role in determining impulse buying tendencies in this
context.
3. Agreeableness
– Impulsive Buying Tendency
Hypothesis H2b
is rejected. Agreeableness did not have a significant influence on impulse
buying tendencies, meaning that a person's level of agreeableness was not
related to how often they made impulse purchases.
4. Extraversion
– Impulsive Buying Tendency
Hypothesis H2c
is accepted. The significant negative coefficient indicates that individuals
with higher levels of extroversion tend to have lower impulse buying
tendencies.
5. Conscientiousness
– Impulsive Buying Tendency
Hypothesis H2d
is rejected. conscientiousness does not have a significant influence on impulse
buying tendencies.
6. Openness
to Experiences – Impulsive Buying Tendency
Hypothesis H2e
is rejected. Openness to experience does not have a significant effect on
impulse buying tendencies.
7. Economic
Well Being – Impulsive Buying Tendency
Hypothesis H3
is accepted. Well-being has a significant influence on impulse buying
tendencies.
8. Money
Availability – Impulsive Buying Tendency
Hypothesis H4
is rejected. Availability of money has no effect on impulse buying tendencies.
9. Time
Pressure – Impulsive Buying Tendency
Hypothesis H5
is accepted. The significant negative coefficient indicates that time pressure
increases the tendency to impulse buy. Time pressure makes individuals more
likely to buy impulsively.
10. Sales
Promotion – Impulsive Buying Tendency
Hypothesis H6
is accepted. A significant positive coefficient indicates that sales promotions
have a significant influence on impulse buying tendencies. Attractive
promotions can increase impulse purchases.
Discussion
The influence of
self-control on impulsive buying tendencies
The results of the analysis show that
self-control has a negative influence on impulsive buying tendencies with a critical
ratio value of 15.602 (> 1.96) and a coefficient value of -0.368 where these
results show that the higher the self-control shown to consumers, the more
likely a person is to do so. impulsive buying will decrease. The greatest
self-control credibility is seen based on someone who knows when to
postpone/stop making a purchase (0.859), and someone who has reasons related to
a purchase (0.805). The better a person is able to control himself, the lower
the tendency to do impulsive buying.
Self-Control refers to a person's
ability to control their impulses, desires, or actions, especially when they
involve making important decisions or influencing long-term behavior. Impulsive
buying, on the other hand, is the tendency to buy goods or services impulsively
without careful consideration of long-term needs or consequences. The results
of this research are in line with those conducted by (Badgaiyan et al., 2016) where there is a negative relationship between self-control and
impulsive buying tendencies.
The frequency distribution results show
that the majority of respondents have a tendency to consider their needs before
making a purchase and will look for reasons related to the purchase they make
that have important meaning for them. These results show the character of
consumers where they have good ability to exercise self-control over impulsive
buying tendencies, but on the other hand, self-control is not a static quality
that a person has, it is also influenced by several factors, both intrinsic and
extrinsic.
The influence of the Big 5 Personalities on Impulsive Buying
Tendency
1.
Emotional Stability against Impulsive Buying Tendency
The results of hypothesis testing between emotional stability and
impulsive buying tendency show a critical ratio value of 0.549 (< 1.96) with
a probability value of 0.583 (> 0.05). These results explain that emotional
stability has no effect on the impulsive buying tendency of live streaming
consumers on e-commerce platforms. Individuals who have a high level of
emotional stability tend to be better able to control their negative emotions,
such as anxiety and fear which often trigger impulsive behavioral tendencies.
However, this does not mean that an individual's emotional stability has a
direct influence on impulse buying. Certain factors that have an impact, such
as external factors, namely sales promotions and strong time pressure from the
broadcaster to the audience, emotional stability cannot provide significant
protection against impulse buying. These results are in line with those
described by (Hendrawan & Nugroho, 2018) where young consumers do not make impulsive purchases based on whether
their presence or emotional stability is stable or not.
2.
Agreeableness to Impulsive Buying Tendency
The results of hypothesis testing, namely agreeableness towards impulsive
buying, show a critical ratio value of 1.081 (< 1.96) and a probability
value of 0.28 (> 0.05), explaining that agreeableness has no effect on
impulsive buying tendency. A person's level of agreeableness, which reflects
how well they work with others and their tendency to care about other people's
needs and wants, does not significantly influence how impulsive they are in
making purchases. High levels of agreeableness may make a person more likely to
consider the needs of others rather than their own personal desires. However,
in the context of impulse buying, other factors such as the urge to fulfill
desires immediately or reactions to social pressure may be more dominant in
influencing impulsive shopping tendencies. Although agreeableness may be an
important factor in social behavior and interpersonal interactions, it does not
appear to have a strong relationship with impulse buying tendencies. The
results of this research are in line with research conducted by (Indrajaya & Mahesha, 2022) where agreeableness has no influence on impulsive buying tendencies
among website users in Jakarta.
3.
Extraversion versus Impulsive Buying Tendency
The results of hypothesis testing, namely extraversion versus impulsive
buying tendency, show a critical ratio value of 2.754 (> 1.96) with a
probability value of 0.006 (< 0.05). These results show that extraversion
has a significant influence on consumers' impulsive buying tendencies. The
greatest credibility value of extraversion can be seen in seeing oneself as an
extroverted and enthusiastic individual (0.901). When participating in live
streaming, they feel more engaged with other sellers and a community of users,
which may increase their desire to buy on impulse. When participating in live
streaming, they feel more engaged with other sellers and a community of users,
which may increase their desire to buy on impulse. Due to their interest in new
experiences, extraverted consumers tend to be more open to exclusive products
or offers offered in live streaming. The feeling that they will have a unique
or different experience may encourage them to make an impulse purchase.
Extraverted personality can significantly influence the impulse buying
tendencies of consumers who use live streaming services on e-commerce
platforms.
4.
Conscientiousness versus Impulsive Buying Tendency
The results of hypothesis testing on the influence of conscientiousness
on impulsive buying tendencies show a critical ratio value of 0.325 (> 1.96)
with a probability value of 0.745 (< 0.00). These results show that
conscientiousness has an influence on impulsive buying tendencies. Conscientiousness
is one of the five personality dimensions in The Big Five Personality theory,
which includes traits such as orderliness, thoroughness, and obedience to rules
and assigned tasks. Consumers who have a high level of conscientiousness tend
to have better self-control, adherence to shopping plans or budgets, and the
ability to refrain from impulsive purchasing decisions. In contrast,
individuals with low levels of conscientiousness may tend to be more
susceptible to the influence of impulsivity in making purchasing decisions.
Product offers are often presented directly and impulsively, individuals with a
low level of conscientiousness may be more easily tempted to respond to the
offer without careful consideration. They may tend to engage in impulse
purchases due to a lack of self-control and discipline in managing their
personal finances. However, individuals with high levels of conscientiousness
may be better able to resist such impulsive temptations and are more likely to
consider purchasing decisions rationally, taking into account factors such as
product value, actual needs, and adherence to budget. (Parsad et al., 2019) in their research showed the same results where conscientiousness had an
influence on impulsive buying tendencies. (Badgaiyan & Verma, 2014) also provided the same results where conscientiousness had an influence
on impulsive buying tendencies among consumers in India.
5.
Openness to Experience against Impulsive Buying Tendency
The
results of hypothesis testing on openness to experience on impulsive buying
tendencies show a critical ratio with a value of 1.811 (< 1.96) with a
probability value of 0.071 (> 0.05). These results show that openness to
experience has no effect on impulsive buying tendency. The level of openness to
experience reflects the degree to which a person is open to new things,
creative ideas, and different experiences. Although individuals who have a high
level of openness tend to prefer to seek new and different experiences, these
findings suggest that this is not directly related to the tendency to make
impulse purchases in the context of e-commerce live streaming. (Badgaiyan et al., 2016)
in their research showed appropriate results where openness to experience had
no influence on impulsive buying tendencies. (Olsen et al., 2016)
in their research also gave the same results where openness to experience had
no influence on impulsive buying tendencies.
Money Availability against Impulsive
Buying Tendency
The results of hypothesis
testing from money availability to impulsive buying tendency show a critical
ratio value of 1.617 (> 1.96) and a probability value of 0.106 (> 0.05).
These results show that money availability has an influence on impulsive buying
tendencies. The highest credibility value for money availability is the
statement of having a limited budget (0.76) and feeling that you have enough
excess funds, so you can shop online in live streaming if there are items you
like (0.73). Although there may be an assumption that individual economic
conditions will influence purchasing behavior, especially in terms of impulsive
buying, this study shows that this factor does not have a significant
influence. This may be caused by various factors. In a dynamic environment like
Jakarta, consumers may have relatively easy access to a wide range of products
and services via live streaming platforms, regardless of their personal
economic conditions. As a busy business center, Jakarta offers a variety of
offers and promotions, which may reduce consumers' reliance on their personal
economic conditions in making purchasing decisions. Impulse buying tendencies
are more influenced by psychological and situational factors than by economic
conditions. Factors such as emotional drives, time pressure, and environmental
influences potentially have a greater impact in influencing impulse buying
tendencies than the level of economic well-being.
Economic Well Being against
Impulsive Buying Tendency
The
results of testing the economic well being hypothesis on impulsive buying
tendencies show a critical ratio value of 2.957 (< 1.96) with a probability
value of 0.003 (> 0.05). These results show that economic well-being has no influence
on impulsive buying tendencies. The credibility value of economic well-being is
that financial conditions are better this year compared to last year (0.89) and
compared to the cost of living, income received has increased over the past
year (0.855). Jakarta is a major business and trade center in Indonesia, where
incomes and access to money are generally higher than in other areas. Consumers
in Jakarta feel more comfortable with the availability of extra money to make
impulse purchases when they watch live streaming on e-commerce platforms.
Consumers are frequently exposed to promotions, discounts, and special offers
from various brands and sellers. In this environment, the availability of money
may strengthen the incentive to respond impulsively to the offer. The
convenience of online shopping is also an important factor. In the midst of
traffic jams and busy urban areas in Jakarta, many consumers are turning to
online shopping for convenience and efficiency. When shopping via live
streaming services in e-commerce, they may be more inclined to make impulse
purchases due to the ease of accessing products and payments. The use of
electronic payment technology is also increasingly common in Jakarta. The ease
of making payments electronically makes it easier for consumers to be tempted
to make impulse purchases, especially when watching live streaming on
e-commerce platforms.
(Husnain et al., 2019)
in their research explains the same results where the availability of money and
also the convenience of the credit system and discounts provided by retailers
have an influence on consumer impulse purchases. (Chen et al., 2023)
explained the same results in their research that well-being has an influence
on a person's tendency to make impulsive purchases among consumers in Taiwan,
but these results also show that consumers tend to make impulsive purchases as
a means to escape negative feelings, such as stress and anxiety. (Seinauskiene et al., 2016)
in their research also explains the same results where subjective well-being
materialism has no influence on impulsive buying tendencies. (Tessy & Setiasih, 2024)
provide different results where income has an influence on impulsive buying
tendencies but is weak in generation Z who have inadequate income. When
individuals earn income, a portion of it becomes available income. The
realization that individuals have available income gives rise to the urge to
spend without considering the consequences for their financial condition. The
idea that individuals have money that can be used can make people feel that
their money will not be compromised, even if they spend money unexpectedly.
Time Pressure on Impulsive
Buying Tendency
The
results of testing the time pressure hypothesis on impulsive buying tendencies
show a critical ratio value of 3.558 (> 1.96) with a probability value of
0.00 (< 0.05). These results show that time pressure has an influence on
impulsive buying tendencies. Time pressure plays an important role in
influencing consumers' impulse buying tendencies when using live streaming
services in e-commerce. When they feel limited by time, consumers tend to
process information quickly and more partially. They may not have enough time
to consider all relevant factors or conduct an in-depth evaluation of the
product being offered. This leads to a reliance on instant judgment or
intuition in making purchasing decisions, which often leads to impulse buying.
Additionally, time pressure also reduces the perceived risk associated with
impulse buying because consumers feel they do not have time to think about the
negative consequences. Emotional urges also increase, such as the desire to get
a desired item quickly or worry about missing out on a chance to get a special
offer. This reinforces the tendency to make impulse purchases because consumers
act on the emotions of the moment without fully paying attention to their
underlying motivations or needs.
(Rehman et al., 2021)
in his research explains that time pressure is a relevant construct for
understanding the tendency to buy impulsively in all shopping centers or other
places. If they have a lot of time, decision makers can look for all possible
strategies to solve the problem. Time pressure is therefore an important cause
of impulse buying. (Sun et al., 2023)
found results in their research that time pressure had an influence on
impulsive buying both affectively and cognitively. Events with limited time and
quantity via live streaming can cause time pressure on consumers. If the anchor
or atmosphere of the live broadcast room evokes positive emotions in consumers,
these emotions drive their affective impulses to purchase. On the other hand,
excessive marketing in the live broadcast space creates negative emotions,
thereby reducing consumers' propensity to purchase.
Sales Promotion against
Impulsive Buying Tendency
The
results of sales promotion testing on impulsive buying tendencies show a
critical ratio value of 4.554 (> 1.96) with a probability value of 0.00
(< 0.05). These results show that sales promotion has an influence on
impulsive buying tendencies. Sales promotions, such as deep discounts,
limited-time special offers, or free gifts, are often used in live streaming
services to grab consumers' attention and encourage them to make impulse
purchases. In the midst of intense competition and fast market dynamics,
consumers are often tempted to respond to attractive promotional offers
spontaneously, without careful consideration. This phenomenon is strengthened
by the use of live streaming technology which allows direct interaction between
sellers and consumers. Sales promotions delivered directly via live streaming
can create a strong emotional urge, triggering a desire to immediately take
advantage of available offers. Additionally, the presence of time pressure in
time-limited sales promotions can strengthen the urge to make impulse
purchases, as consumers feel the need to act quickly in order not to miss out
on the opportunity to get the discount or offer. (Asrinta, 2018)
in his research gave the same results where sales promotion had an influence on
impulsive buying tendency, (Borromeo et al., 2022)
in his research gave results where sales promotion had a positive relationship
on impulsive buying tendency. (Ismail & Siddiqui, 2019)
explains in their results that price discounts in sales promotions have an
influence on consumers' impulse purchases.
CONCLUSION
The
research reveals that self-control has a significant negative effect on
impulsive buying, meaning better self-control reduces impulsive tendencies.
Extraversion, a Big 5 Personality trait, is usually linked to impulsive buying,
but in this study, extraversion was negatively related to impulse purchases.
This might be due to the young, educated demographic (18-24 years) who are more
mindful of spending to maintain their social image within cultural norms.
Perceived economic well-being positively affects impulse buying, as financial
security boosts confidence in unplanned purchases. External factors like sales
promotions and time pressure also significantly influence impulsive buying.
Future research should explore broader and more diverse samples, including
lifestyle, geographic, and psychographic factors.
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Copyright holder: Yolanda Tamara
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First publication right: Asian
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