Impulsive Buying in TikTok Live Streaming: Enhancing The Role of Telepresence, Brand Trust, and Flow State
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Feb 27, 2024
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Abstract
Technology has taken a significant role in digital marketing. The presence of live streaming trades has formed a new trend for brands to increase their sales. Telepresence takes a significant role in forming brand trust and flow state which then can drive the audience to do impulsive buying. This research aims to examine the effect of variable telepresence, brand trust, and flow state to impulsive buying on Tiktokshop live streaming activities by EatSambel. The population in this research the users of Tiktok application who ever watched the live streaming of EatSambel with 228 samples which is chosen by purposive sampling technique and the data collecting used questionnaires. The research analysis used SEM-PLS which is managed by SmartPLS 3 software. The result of the data showed that telepresence has positively and significantly effect to impulsive buying, brand trust, and flow state. Flow state also has positively and significantly effect towards impulsive buying, while the effect of brand trust to impulsive buying is not significant. These findings provide a practical understanding of the quality of telepresence and interesting interactions in live streaming that can be considered by marketers to increase sales by encouraging impulsive buying behaviour in consumers.
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Steuer, J. (1992). Defining Virtual Reality: Dimensions Determining Telepresence. Journal of Communication, 42(4), 73-93. https://doi.org/10.1111/j.1460-2466.1992.tb00812.x
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37(December 2018), 100886. https://doi.org/10.1016/j.elerap.2019.100886
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Vonkeman, C., Verhagen, T., & van Dolen, W. (2017). The role of local presence in online impulse buying. Information and Management, 54(8), 1038-1048. https://doi.org/10.1016/j.im.2017.02.008
Wang, L., Yang, Y., & Li, Y. (2021). Extending lead-user theory to a virtual brand community: the roles of flow experience and trust. Asian Business and Management, 20(5), 618-643. https://doi.org/10.1057/s41291-019-00097-9
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Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117 (November 2017), 543-556. https://doi.org/10.1016/j.jbusres.2018.08.032
Wu, I. L., Chiu, M. L., & Chen, K. W. (2020). Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues. International Journal of Information Management, 52 (May 2019), 102099. https://doi.org/10.1016/j.ijinfomgt.2020.102099
Xu, X., Wu, J.-H., & Li, X. (2020). What Drives Consumer Shopping Behaviour in Live Streaming Commerce. Journal of Electronic Commerce Research, 21, 144.
Ye, S., Lei, S. I., Shen, H., & Xiao, H. (2020). Social presence, telepresence and customers' intention to purchase online peer-to-peer accommodation: A mediating model. Journal of Hospitality and Tourism Management, 42 (November 2019), 119-129. https://doi.org/10.1016/j.jhtm.2019.11.008
Yi, S., & Jai, T. (2020). Impacts of consumers' beliefs, desires and emotions on their impulse buying behaviour: application of an integrated model of belief-desire theory of emotion. Journal of Hospitality Marketing and Management, 29(6), 662-681. https://doi.org/10.1080/19368623.2020.1692267
Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective. Journal of Interactive Marketing, 39, 89-103. https://doi.org/10.1016/j.intmar.2017.04.001
Zaman, M., Anandarajan, M., & Dai, Q. (2010). Experiencing flow with instant messaging and its facilitating role on creative behaviours. Computers in Human Behaviour, 26(5), 1009-1018. https://doi.org/10.1016/j.chb.2010.03.001
Annur, C. M. (2020). TikTok has been downloaded more than 2 billion times in the world. Databoks.Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2020/09/21/tiktok-telah-diunduh-lebih-dari-2-miliar-kali-di-dunia
Chen, C. C., & Lin, Y. C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293-303. https://doi.org/10.1016/j.tele.2017.12.003
Chen, H. (2001). Exploring web users' on-line optimal flow experiences. Dissertation Abstracts International, 61(07), 2499A.
Danish Habib, M., & Qayyum, A. (2018). Cognitive Emotion Theory and Emotion-Action Tendency in Online Impulsive Buying Behaviour. Journal of Management Sciences, 5(1), 86-99. https://doi.org/10.20547/jms.2014.1805105
Faiola, A., & Smyslova, O. (2009). Flow experience in second life: The impact of telepresence on human-computer interaction. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 5621 LNCS, 574-583. https://doi.org/10.1007/978-3-642-02774-1_62
Hayat, K., Jianjun, Z., Zameer, H., & Iqbal, S. (2020). Understanding the influence of corporate social responsibility practices on impulse buying. Corporate Social Responsibility and Environmental Management, 27(3), 1454-1464. https://doi.org/10.1002/csr.1898
Huang, W., Yang, Y. J., Hu, H., Cao, K. F., & Zhang, S. B. (2016). Sustained diurnal stimulation of cyclic electron flow in two tropical tree species erythrophleum guineense and Khaya ivorensis. Frontiers in Plant Science, 7(JULY2016), 1-12. https://doi.org/10.3389/fpls.2016.01068
Jiang, C., Rashid, R. M., & Wang, J. (2019). Investigating the role of social presence dimensions and information support on consumers' trust and shopping intentions. Journal of Retailing and Consumer Services, 51(April), 263-270. https://doi.org/10.1016/j.jretconser.2019.06.007
Kaye, D. B. V., Chen, X., & Zeng, J. (2021). The co-evolution of two Chinese mobile short video apps: Parallel platformisation of Douyin and TikTok. Mobile Media and Communication, 9(2), 229-253. https://doi.org/10.1177/2050157920952120
Kim, D., & Ko, Y. J. (2019). The impact of virtual reality (VR) technology on sport spectators' flow experience and satisfaction. Computers in Human Behaviour, 93(July 2018), 346-356. https://doi.org/10.1016/j.chb.2018.12.040
Li, Y., & Peng, Y. (2021). What Drives Gift-giving Intention in Live Streaming? The Perspectives of Emotional Attachment and Flow Experience. International Journal of Human-Computer Interaction, 37(14), 1317-1329. https://doi.org/10.1080/10447318.2021.1885224
Liu, X., Lo, V. H., & Wei, R. (2020). Violent Videogames, Telepresence, Presumed Influence, and Support for Taking Restrictive and Protective Actions. SAGE Open, 10(2). https://doi.org/10.1177/2158244020919524
Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behaviour, 56, 225-237. https://doi.org/10.1016/j.chb.2015.11.057
MAULIA, Y. (2022). Live Streaming Sales on TikTok, a Selling Trend Now Popular with Local Brands. Parapuan.Com. https://www.parapuan.co/read/533135594/live-streaming-sales-di-tiktok-tren-berjualan-yang-kini-digemari-brand-lokal?page=all
Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behaviour in live streaming commerce? The role of S-O-R theory. International Journal of Web Information Systems, 17(4), 300-320. https://doi.org/10.1108/IJWIS-02-2021-0012
Pelet, J. É., Ettis, S., & Cowart, K. (2017). Optimal experience of flow enhanced by telepresence: Evidence from social media use. Information and Management, 54(1), 115-128. https://doi.org/10.1016/j.im.2016.05.001
Shahpasandi, F., Zarei, A., & Nikabadi, M. S. (2020). Consumers' Impulse Buying Behaviour on Instagram: Examining the Influence of Flow Experiences and Hedonic Browsing on Impulse Buying. Journal of Internet Commerce, 19(4), 437-465. https://doi.org/10.1080/15332861.2020.1816324
Shen, K. N., & Khalifa, M. (2012). System design effects on online impulse buying. Internet Research, 22(4), 396-425. https://doi.org/10.1108/10662241211250962
Statista. (2023). Countries with the largest TikTok audience as of January 2023. Statista.Com. https://www.statista.com/statistics/1299807/number-of-monthly-unique-tiktok-users/
Steuer, J. (1992). Defining Virtual Reality: Dimensions Determining Telepresence. Journal of Communication, 42(4), 73-93. https://doi.org/10.1111/j.1460-2466.1992.tb00812.x
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37(December 2018), 100886. https://doi.org/10.1016/j.elerap.2019.100886
Sutiani, L. (2022). As Spicy as Their Sales, These 3 Top Brands of Sambal Fight for Market in E-commerce! Compas.Co.Id. https://compas.co.id/article/top-brand-sambal/
Tonkin, E., Wilson, A. M., Coveney, J., Meyer, S. B., Henderson, J., McCullum, D., Webb, T., & Ward, P. R. (2019). Consumers respond to a model for (re)building consumer trust in the food system. Food Control, 101(January), 112-120. https://doi.org/10.1016/j.foodcont.2019.02.012
Vonkeman, C., Verhagen, T., & van Dolen, W. (2017). The role of local presence in online impulse buying. Information and Management, 54(8), 1038-1048. https://doi.org/10.1016/j.im.2017.02.008
Wang, L., Yang, Y., & Li, Y. (2021). Extending lead-user theory to a virtual brand community: the roles of flow experience and trust. Asian Business and Management, 20(5), 618-643. https://doi.org/10.1057/s41291-019-00097-9
Wirtz, B. W., & Göttel, V. (2016). Technology acceptance in social media: Review, synthesis and directions for future empirical research. Journal of Electronic Commerce Research, 17(2), 97-115.
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117 (November 2017), 543-556. https://doi.org/10.1016/j.jbusres.2018.08.032
Wu, I. L., Chiu, M. L., & Chen, K. W. (2020). Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues. International Journal of Information Management, 52 (May 2019), 102099. https://doi.org/10.1016/j.ijinfomgt.2020.102099
Xu, X., Wu, J.-H., & Li, X. (2020). What Drives Consumer Shopping Behaviour in Live Streaming Commerce. Journal of Electronic Commerce Research, 21, 144.
Ye, S., Lei, S. I., Shen, H., & Xiao, H. (2020). Social presence, telepresence and customers' intention to purchase online peer-to-peer accommodation: A mediating model. Journal of Hospitality and Tourism Management, 42 (November 2019), 119-129. https://doi.org/10.1016/j.jhtm.2019.11.008
Yi, S., & Jai, T. (2020). Impacts of consumers' beliefs, desires and emotions on their impulse buying behaviour: application of an integrated model of belief-desire theory of emotion. Journal of Hospitality Marketing and Management, 29(6), 662-681. https://doi.org/10.1080/19368623.2020.1692267
Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective. Journal of Interactive Marketing, 39, 89-103. https://doi.org/10.1016/j.intmar.2017.04.001
Zaman, M., Anandarajan, M., & Dai, Q. (2010). Experiencing flow with instant messaging and its facilitating role on creative behaviours. Computers in Human Behaviour, 26(5), 1009-1018. https://doi.org/10.1016/j.chb.2010.03.001