SKRIPSI DIGITAL
The Influence of Live Streaming Features and Flash Sales on Impulsive Buying Behavior Among Indonesian and Taiwanese Consumers on Shopee Marketplace = The Influence of Live Streaming Features and Flash Sales on Impulsive Buying Behavior Among Indonesian and Taiwanese Consumers on Shopee Marketplace
The rapid evolution of digital marketing strategies in Southeast Asia has positioned live streaming commerce and flash sales as prominent drivers of consumer engagement and online purchasing behavior. While impulsive buying behavior has been widely examined, the moderating effect of cultural context in this dynamic remains underexplored. This study investigates the influence of live streaming and flash sales on impulsive buying behavior, with cultural context serving as a moderating variable, drawing on data from Shopee users in Indonesia and Taiwan. Cultural context, as conceptualized by Hofstede’s cultural dimensions, represents the collective values and behavioral tendencies shared by individuals within a country; this study adopts national culture as a contextual factor to explore how cultural differences shape consumer responses to marketing strategies across regions. Employing a mixed-methods approach, the study integrates quantitative analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) and configurational analysis through fuzzy-set Qualitative Comparative Analysis (fsQCA). Findings reveal that both live streaming and flash sales exert a positive influence on impulsive buying, though cultural context significantly moderates only the relationship between flash sales and impulsive behavior. The fsQCA results demonstrate that impulsive buying can emerge through multiple causal configurations, with flash sales acting as a sufficient standalone condition and the combination of live streaming and cultural context forming an alternative pathway. These insights suggest that culturally attuned interactive features can intensify impulsive tendencies. Moreover, the analysis indicates that no single condition is necessary for impulsive buying to occur, emphasizing the complex interplay of multiple factors. This study offers practical implications for e-commerce platforms and marketers in designing culturally adaptive promotional strategies and underscores the importance of a holistic, configurational understanding of consumer behavior in cross-cultural digital environments
Tidak tersedia versi lain
Karya Umum 
Filsafat 
Agama 
Ilmu-ilmu Sosial 
Bahasa 
Ilmu-ilmu Murni 
Ilmu-ilmu Terapan 
Kesenian, Hiburan, dan Olahraga 
Kesusastraan 
Geografi dan Sejarah