A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform.

ABSTRACT: The rapid expansion of online commerce has significantly altered consumer behavior, particularly among digitally-savvy Generation Z individuals. This research analyzes the influence of product presentation videos on online impulsive buying behaviors in this demographic, using the Shopee video platform as a case study. The study aims to investigate how various external factors, including time pressure (TP), quantity pressure (QP), economic benefits (EB), social influence (SI), visual (VS), and sound (SO), affect online impulse buying by mediating emotions of arousal (AR) and pleasure (PL). This study employed a quantitative approach, and data was collected through a Likert scale questionnaire using a non-probability sampling technique. PLS-SEM statistical analysis was utilized to assess the

SUBMITTER: Ngo TTA 

PROVIDER: S-EPMC11336989 | biostudies-literature | 2024 Aug

REPOSITORIES: biostudies-literature