To analyze consumers' impulse purchases in live streaming towards clothing and fashion products, this study examined five key elements: Website quality, sales promotion, available cash, trust and emotions. Thus, this research aims to investigate the relationships of influencing elements (Web site quality, sales promotion, available money, trust, emotions) with Malaysian online shoppers' impulse buying in direct streaming towards apparel and fashion products. Hawkins Stern's impulse buying theory is adopted to understand the relationship with impulse buying in live broadcasting.
RESEARCH OVERVIEW
- Introduction
- Research Background
- Research Problem
- Research Objectives
- General Objective
- Specific Objectives
- Research Questions
- General Question
- Specific Questions
- Significance of the Study
- Conclusion
Therefore, this study will investigate the effect of website quality on consumers' impulse purchases in live-stream shopping for clothing and fashion products. Thus, sales promotion has become one of the research influencers of consumer impulse buying in live stream commerce towards clothing and fashion products. First, the study provides a better insight into the determinants that influence consumers' impulse purchases in live-stream shopping for clothing and fashion products.
LITERATURE REVIEW
Introduction
Underlying Theory
- Hawkins Stern’s Impulse Buying Theory (1962)
Planned impulse buying: Planned impulse buying occurs as a result of a price promotion, discount, and so on. Furthermore, Stern argued that under the influence of external drivers, which are product-related factors, consumers indulge in impulse purchases. The main advantage of using Hawkins Stern's model is unique in that it shapes the aspects that trigger impulse buying.
Review of Variables
- Impulse Buying (IB)
- Website Quality
- Sales Promotion
- Money Available
- Trust
- Emotion
Sales promotion is categorized into monetary promotion and non-monetary sales promotion (Duong and Khuong, 2019; Campbell and Diamond, 1990). Consequently, time-limited sales promotion is a tactic to capture customer attention and increase product appeal (Ramanathan et al., 2010). Furthermore, according to a study by Nandha et al. 2017) stated that the greater the amount of money available, the higher a person's emotional state, as people will be happier if they have more money to spend.
Review of Relevant Theoretical Models
Promotions, emotions, presence of family and friends, available money, festival season and display of merchandise were all factors in this study. The main factors identified after analyzing the respondents' data are sales promotions, presence of family and friends, available money, festival season and display of merchandise. Thus, sales promotions, emotions and available money have been adopted to further examine their impact on consumers.
Proposed Conceptual Framework
Hypotheses Development
- The Relationship between Website Quality and Impulse Buying
- The Relationship between Sales Promotion and Impulse Buying
- The Relationship between Money Available and Impulse Buying . 32
- The Relationship between Emotion and Impulse Buying
Moreover, the more effective sales promotion activities are, the greater the consumers' impulse purchases are triggered (Longdong et al., 2015). Memon, Kazi, Zubedi and Ansari (2019) stated that sales promotions are appealing, hence there is a positive relationship between sales promotions and impulse buying since consumers enjoy promotional activities. On the other hand, the study by Munusamy, Lau and Shankar (2010) observed that sales promotions are insignificant in influencing consumer impulse buying in Malaysian shopping malls.
Moreover, Azizi et al., (2020) asserted that consumer's cash availability has a positive and significant effect on their impulse buying decision on the Shopee marketplace. Similarly, this is supported by Maymand and Ahmadinejad (2011) stated that there is no relationship between available money and impulse buying. Researchers found that consumer confidence in live streaming promoted the occurrence of impulse purchases (Chen et al., 2021).
Moreover, in the context of luxury fashion, consumers' impulse purchases are directly linked to their trust in sellers such as internet celebrities (Chen et al., 2021). Conversely, Thuong's (2020) study suggested that there is no significant relationship between trust and impulse buying in the Vietnamese e-commerce market as consumers do not think much when they are in an impulse state. Apart from that, according to Sun (2020), consumers' emotion will have a significant impact on their impulse buying decision.
On the other hand, some authors have argued that there is no connection between emotions and impulse buying.
Conclusion
In the Vietnamese market, for example, (Tran, 2019) determined that emotions do not play a significant role in influencing consumer impulse buying.
METHODOLOGY
- Introduction
- Research Design
- Quantitative Research
- Descriptive Research
- Sampling Design
- Target Population
- Sampling Location
- Sampling Element
- Sampling Technique
- Sampling Size
- Data Collection Methods
- Primary Data
- Secondary Data
- Research Instrument
- Questionnaire Design
- Pilot Test
- Construct Measurement
- Origin of Construct
- Data Analysis
- Descriptive Analysis
- Inferential Analysis
- Conclusion
Henceforth, Gen Z and Y will be sampled who purchased clothing and fashion products on the live streaming platform. The item-response ratio will be used to determine the sample size in this study. Overall, I find it easy and enjoyable to shop for clothes and fashion products live.
The overall quality of the clothing and fashion products website in live streaming is high. I'm more likely to make an accidental purchase when clothes and fashion products are on sale or. I feel like I had enough extra money on this live stream that I can spend a little money if I find clothes and fashion products that I really like.
I believe in the information that the broadcasters provide via live streaming for clothing and fashion products. When I watch live streams, I often have a "buy now, think about it later" idea when it comes to clothing and fashion. When I watch live streams, I often buy clothes and fashion items based on how I feel at the moment.
In this study, descriptive analysis is used to examine the demographic data of the respondents.
DATA ANALYSIS
- Introduction
- Descriptive Analysis
- Respondents’ Experience in Watching Live Stream
- Respondents’ Demographic Profile
- General Information
- Central Tendencies Measurement of Constructs
- Scale Measurement
- Internal Reliability Test
- Inferential Analysis
- Pearson Correlation Analysis
- Multiple Linear Regression
- Hypotheses Testing
- Conclusion
The Table 4.2 and Figure 4.2 above indicate the overall number of respondents who participated in the questionnaire survey, as well as the gender distribution of the respondents. In this study, the frequency and proportion of respondents' income threshold is shown in Table 4.5 and Figure 4.5. As in Table 4.6 and Figure 4.6 above, the majority of respondents are undergraduates, with 83.90 % or 172 respondents having successfully completed their bachelor's degree.
Based on the Figure and Table 4.8 above, the majority of the amount respondents spent on live streaming is less than RM150, with 111 or 54.1% of the respondents. Cronbach's alpha values ranged from 0.736 to 0.903 for all components, as indicated in Table 4.12 Internal Reliability Test. For example, 33.2% of consumers' impulse purchases in the direction of clothing and fashion products via live streaming are accounted for by all IVs.
This result indicates that there is a significant correlation between website quality and consumers' impulse purchases in live streaming shopping for clothing and fashion products. This result indicates that there is a significant relationship between sales promotions and consumer impulse buying in live streaming shopping for clothing and fashion products. H4: There is a significant correlation between trust and consumers' impulse purchases in live streaming trade for clothing and fashion products.
Findings imply no significant relationship between emotion and consumers' impulse purchases in direct trade for clothing and fashion products.
DISCUSSION, CONCLUSION AND IMPLICATIONS
Introduction
Discussions of Major Findings
To determine the relationship between the money available and consumers' impulse purchase in live streaming. H5: There is a significant relationship between emotion and consumers' impulse purchases in live streaming commerce towards clothing and fashion products. This study aims to investigate the relationship between website quality, sales promotion, money available, trust and emotion on consumers' impulse buying.
Hypothesis 1 is thus validated because there is a substantial relationship between website quality and consumer impulse buying of clothing and fashion items in the live streaming trade. The study found that sales promotion in today's media environment influenced consumers' practice behavior in terms of e-commerce live streaming. Sun (2020) pointed out that when there are holidays, the influence of sales promotion is doubled.
Consequently, H3 is supported in situations where the availability of money has a significant effect on customers' impulsive purchase of clothing and fashion goods in live streaming commerce. According to the results in Table 5.1, trust has a significant impact on consumers' impulse purchases in live streaming shopping for clothing and fashion items (B= 0.168; .p = 0.017). This result is consistent with the findings of Iriani et al., (2021), who stated that consumers who shopped on live streaming platforms are concerned about the values and credibility that the seller can provide, such as information and product quality .
In this study, it was shown that there is no significant relationship between emotions and impulse buying of the consumer.
Implications of the Study
- Managerial Implication
- Theoretical Implications
In this study, it has the knowledge that promotions offered by live stream sellers become the most important positions in influencing viewers' impulse purchases. Livestream sellers should therefore use a promotional trade that fosters a sense of urgency, such as a flash sale. As a result, the viewer may not leave the live stream space as the fear of missing out is induced.
With this in mind, live stream sellers are suggested to offer few payment methods such as online banking, credit card payment, E-wallet as well as cash on delivery (COD). Furthermore, it is important for live stream sellers to understand that the formation of trust has an effect on causing consumer impulse buying. Therefore, trusting live stream sellers becomes more than important when it comes to live stream shopping.
It is also essential that live stream sellers consistently keep their word and promises. In summary, the results of this study may help academics to further explore consumer impulse buying in the livestream trade of apparel and fashion products and examine it from a different point of view. However, in Malaysia, research on impulse buying associated with live stream trading is still limited.
This study provides a thorough analysis of the motivational variables that influence a shopper's impulse purchase in a live store.
Limitations of the Study
Academics can also benefit from the proposed framework, such as the Hawkins Stern Impulse Buying Theory. Indeed, efforts by academics to do more research on this topic will benefit, as the research gap is expected to narrow as a result of the framework and conclusions of this study. However, there are several additional elements that may affect customers' impulse purchases through live streaming, which have not been examined in this study.
Recommendations for Future Research
Conclusion
How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use. Journal of Research in Management Atmosphere against Impulse Buying with Shopping Emotion as Intervening Variable. The effect of in-store marketing on tourists' positive emotions and impulse buying behavior - an empirical study in Ho Chi Minh City, Vietnam.
Investigating the influence of situational factors (available money and time) on impulse buying behavior in different ethics. Investigating the influence of situational factors (available money and time) on impulse buying behavior in different ethics. Website Quality Influences Online Impulse Buying Behavior (OIBB): Mitigating Effects of Sales Promotion and Use of Digital Wallets (A study of Tokopedia's e-commerce).
Consumer shopping behavior in relation to factors influencing impulse buying: A case of superstores in Karachi, Pakistan. Analyze the effect of virtual atmospheric cues, sales promotions and situational factors on online impulse buying in Manado. The influence of fashion involvement, hedonic consumption and visual merchandising on impulse purchases with positive emotion as mediating variables.
Impact of sales promotion on consumer's impulse buying behavior (Ibb); Study in supermarkets in Anuradhapura City. My research title is "Factors Influencing Consumers' Impulse Purchases in Live Streaming Shopping for Apparel and Fashion Products". The purpose of this research is to identify the factors that influence consumers' impulse purchase in live streaming commerce for clothing and fashion products.
Survey Questionnaire
Reliability Test
Respondent Profile
General information
Pearson Correlation Coefficient Analysis
Multiple Regression Analysis
Turnitin Similarity Report Summary
