Dataset The Role of Social Interactions and Marketing Stimuli in Driving Impulsive Buying Behavior and Repurchase Intention in TikTok Livestream Commerce: Evidence from Indonesian Consumers

Описание

This section explores the roles of social interactions and marketing stimuli influencing impulsive buying behavior and repurchase intention within TikTok Livestream Commerce. Grounded in the Stimulus-Organism-Response (SOR) framework, the study addresses about ho w Customer-to-Livestreamer Interaction , Customer-to-Customer Interaction, Product Information Quality, and Sales Promotion affect consumer responses through Consumer-to-Business Interaction and Perceived Value. Data were retrieved from 206 TikTok users who had experience purchasing products through TikTok Livestream Commerce and were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results demonstrate that social interactions contribute to the development of consumer-business relationships, while product information quality and sales promotion enhance perceived value. Perceive value and livestream viewing frequency significantly influence impulsive buying behavior, therefore contributing to consumers' repurchase intention . This chapter extends the existing body of literature by providing further insights into literature on social commerce by providing empirical insights into consumer…

Описание из Zenodo, сокращённое.

Файлы (1)

• CSVDataset_206 respondent.csv20 кБ

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