Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)

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The Influence of Hedonic, Perceived Similarity, Impulsive Consumption, Online Trust On Attitude Towards Buying Interest in Live Shopping Online

Authors
Henry George1, Fiter Abadi1, *
1Swiss German University, The Prominence Tower, Jalan Jalur Sutera Barat No. 15, Alam Sutera, Tangerang, Banten, 15143, Indonesia
*Corresponding author. Email: fiter.abadi@sgu.ac.id
Corresponding Author
Fiter Abadi
Available Online 11 December 2024.
DOI
10.2991/978-94-6463-585-0_34How to use a DOI?
Keywords
Attitude; Gen Z; Live Streaming Shopping
Abstract

This research aims to determine the factors that influence the formation of attitudes and purchasing intentions of Generation Z (Gen Z) in the realm of live streaming shopping. Using a path analysis model and involving 300 Gen Z participants, key variables such as Live Streaming Shopping Attitude (AT), Hedonic (HA), Impulsive Consumption (IC), Online Trust (OT), and Perceived Similarity (PS) were tested. This methodology uses Structural Equation Modeling (SEM) analysis to identify significant relationships between variables. The research results found the important role of Gen Z attitudes in driving their purchase intentions, with hedonic experience (HA) and impulsive consumption behavior (IC) contributing significantly to positive attitudes towards livestream shopping. In addition, Online Trust (OT) and Perceived Similarity (PS) emerged as influential factors, and PS showed a very strong impact. In conclusion, businesses and marketers can leverage these findings to adapt strategies to suit Gen Z preferences in the dynamic landscape of live streaming shopping. The study recommends further exploration of various approaches to increase consumer trust, foster perceptions of similarity, and encourage positive attitudes, thereby driving purchase intent.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
11 December 2024
ISBN
978-94-6463-585-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-585-0_34How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Henry George
AU  - Fiter Abadi
PY  - 2024
DA  - 2024/12/11
TI  - The Influence of Hedonic, Perceived Similarity, Impulsive Consumption, Online Trust On Attitude Towards Buying Interest in Live Shopping Online
BT  - Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
PB  - Atlantis Press
SP  - 505
EP  - 519
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-585-0_34
DO  - 10.2991/978-94-6463-585-0_34
ID  - George2024
ER  -