Descriptive Analysis of Impulsive Purchase Intention on Live-Streaming Commerce in Indonesia

^1,2,3 School of Information Systems, Information Systems Department, 11480 Bina Nusantara University, Jakarta, Indonesia
⁴ BINUS Business School Master Program, Management Department, 11480 Bina Nusantara University, Jakarta, Indonesia

^* Corresponding Author: asundjaja@binus.edu

Abstract

This research aimed to discover the behavior of impulsive purchase intention on live streaming e-commerce in Indonesia based on Interaction quality and IT Affordance. This research used a quantitative approach to descriptive analysis. The samples used were 532 respondents. The researchers distributed the questionnaire to social media and online messaging applications. Based on the demographic profile of respondents, the researchers discovered that the respondents are highly educated, work as professional employees or college students, and allocate more than once per week to shop on e-commerce platforms. Based on the live streaming e-commerce behavior of the respondents, the respondents are active on live streaming, just watching less than four hours per week. The respondents require good interaction quality during live streaming, such as quick responses from anchors, in-depth product information from anchors, best product solutions from anchors, and an excellent live streaming atmosphere from anchors. The respondents also need good IT Affordance during live streaming, and e-commerce management must provide high-level visibility features, good communication features for all users, and features that help the anchor respond to customer product requests.