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ASEAN Marketing Journal

Abstract

The development of the digital world has driven changes in the live streaming commerce sales method, which is a combination of e-commerce with social media live streaming features. Flash sales are one strategy that is often used in marketing a product in live streaming commerce to increase sales quickly. Time pressure and stock pressure are components of flash sales that effectively force consumers to make impulsive purchases. By causing a scarcity effect on consumers, pressure can make consumers go through a long decision-making process and make unplanned purchases. In this study, researchers used the stimulus-organism-response theory to explain the role of this pressure on impulse buying behavior, through the theory of the competitive arousal model, pleasure-arousal-dominance, and consumer vulnerability. This study was conducted using a quantitative method through a survey of 483 respondents and concluded that time pressure has a direct influence on impulse buying behavior, but was not found in stock pressure. However, these two pressures still have an influence on arousal, pleasure, and consumer vulnerability, which can later trigger impulsive buying behavior. The implications of this study are useful for marketers in determining marketing strategies with the aim of encouraging spontaneous purchases and for regulators to protect consumer welfare.

Bahasa Abstract

Perkembangan dunia digital mendorong perubahan metode penjualan live streaming commerce yang merupakan gabungan dari e-commerce dengan fitur live streaming media sosial. Flash sale merupakan salah satu strategi yang kerap digunakan dalam memasarkan sebuah produk di live streaming commerce untuk menaikkan penjualan dengan singkat. Tekanan waktu dan tekanan stok adalah komponen pada flash sale yang efektif memaksa konsumen melakukan pembelian impulsif. Dengan menimbulkan scarcity effect pada konsumen, tekanan dapat membuat konsumen melewati proses pengambilan keputusan yang panjang dan melakukan pembelian yang tidak direncanakan. Pada penelitian ini, peneliti menggunakan teori stimulus-organism-response menjelaskan peran tekanan tersebut pada perilaku impulse buying, melalui teori competitive arousal model, pleasure-arousal-dominance, dan consumer vulnerability. Peneltian ini dilakukan dengan metode kuantitatif melalui survei kepada 483 responden dan menghasilkan kesimpulan bahwa tekanan waktu memiliki pengaruh langsung terhadap perilaku impulse buying, namun tidak ditemukan pada tekanan stok. Namun, kedua tekanan ini tetap memiliki pengaruh terhadap arousal, pleasure, dan consumer vulnerability, yang nantinya dapat memicu perilaku pembelian yang impulsif. Implikasi pada penelitian ini berguna untuk pemasar dalam menentukan strategi pemasaran dengan tujuan mendorong pembelian spontan dan untuk pembuat regulasi demi melindungi kesejahteraan konsumen.

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