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

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

Author

Listed:
  • Henry George

    (Swiss German University)

  • Fiter Abadi

    (Swiss German University)

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.

Suggested Citation

  • Henry George & Fiter Abadi, 2024. "The Influence of Hedonic, Perceived Similarity, Impulsive Consumption, Online Trust On Attitude Towards Buying Interest in Live Shopping Online," Advances in Economics, Business and Management Research, in: Soebowo Musa & Eric J. Nasution & Derek Ong Lai Teik & Hanny N. Nasution & Gilbert M. Tumibay & Amiz (ed.), Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024), pages 505-519, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-585-0_34
    DOI: 10.2991/978-94-6463-585-0_34
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