THE EFFECT OF PERCEIVED INTERACTIVITY, INFORMATION USEFULNESS, AND ENJOYMENT ON IMPULSIVE BUYING THROUGH HEDONIC BROWSING

Abstract

Background: The rapid growth of e-commerce and 5G technology has led to the rise of live-stream shopping, where consumers purchase products through interactive digital platforms. In Indonesia, Shopee Live has gained popularity by offering real-time engagement, exclusive promotions, and direct interaction between sellers and buyers.

Purpose: This study analyzes the influence of e-commerce live streaming on consumer purchasing behavior, focusing on perceived interactivity, perceived information usefulness, perceived enjoyment, hedonic browsing, and impulsive buying.

Design/methodology/approach: Data was collected from 150 Shopee Live users in Surabaya through an online questionnaire using purposive sampling. The study employed Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) and was processed using SmartPLS 4.0.

Findings/Result: The findings reveal that interactivity enhances hedonic browsing, leading to impulsive buying. However, information usefulness does not significantly affect impulsive buying, either directly or through hedonic browsing. While enjoyment strengthens hedonic browsing, it does not directly trigger impulsive purchases. Instead, hedonic browsing itself drives impulsive buying. These results suggest that interaction in live-stream e-commerce plays a larger role in impulsive buying than enjoyment or information usefulness.

Conclusion: Businesses can enhance consumer engagement by optimizing interactive features in live-stream shopping. Strengthening hedonic browsing experiences may increase impulsive buying, while information usefulness alone may not significantly impact purchase behavior.

Originality/value (State of the art): This study expands the Technology Acceptance Model (TAM) by integrating perceived interactivity, information usefulness, and enjoyment, emphasizing the hedonic aspect of browsing as a key driver of impulsive buying.