The Influence of Interactivity, Expertise, Promotion Incentive Information, Promotion Time Limit, Perceived Enjoyment and Perceived Value on the Urge to Buy Impulsively in Live Commerce in Indonesia

Rizky Akbar

Abstract


This study aims to analyze the influence of interactivity, expertise, promotion incentive information, promotion time limit, and perceived enjoyment on the urge to buy impulsively on live commerce platforms in Indonesia. Using the S-O-R (Stimulus-Organism-Response) model, this study explores how stimuli, represented by interactivity and expertise, can affect the organism, namely perceived enjoyment, which in turn increases the urge to buy impulsively. Data were collected through an online questionnaire and analyzed using the Partial Least Square (PLS) method. The results showed that interactivity and expertise of the host, as well as promotion incentive information and promotion time limit, have a significant effect on perceived enjoyment and perceived value, which then trigger the urge to buy impulsively.


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DOI: https://doi.org/10.30596/miceb.v2i0.671

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