Examining the Affect of Impulse Purchase Behavior in Live Streaming E-commerce Among Generation Z

Abstract

This research examines the effect of impulse purchase behavior on live streaming e-commerce among students. This research tested five hypotheses, namely: (1) To examine the relationship between usage intensity and impulse purchase behaviour during live streaming e-commerce among generation Z (2) To examine the relationship between online social interaction and impulse purchase behaviour during live streaming e-commerce among Generation Z. (3) To examine the relationship between sales promotion and impulse purchase behaviour during live streaming e-commerce among Generation Z. (4) To examine the relationship between environment on impulse purchase behaviour during live streaming e-commerce among Generation Z. (5) To examine the relationship between family influence and impulse purchase behaviour during live streaming e-commerce among students. This study employed administrated survey and managed to gather a total of 370 respondents of live-streaming users. This study applied descriptive analysis, reliability and validity testing, and a normality test to test the proposed hypotheses by using SPSS software. The Pearson correlation coefficient, which measures usage intensity, online social interaction, sales promotion, environment, and family influence, indicated a significant positive relationship with impulse purchase behavior in live streaming e-commerce among Generation Z.