Pengaruh Source Credibility dan Message Credibility di Tiktok Live Streaming Terhadap Impulsive Buying Behavior
Keywords:
Kredibilitas pesan, Kredibilitas sumber, Perilaku pembelian impulsif, Elaboration likelihood model (ELM), Perceived persuasiveness
Abstract
Dalam era pesatnya perilaku pembelian impulsif melalui live streaming shopping, fenomena ini menjadi sorotan utama, terutama di Indonesia. Penelitian ini bertujuan untuk menjelajahi apa yang mendorong individu untuk terlibat dalam impulsive buying behavior saat menonton TikTok live streaming. Penelitian ini menggunakan Elaboration Likelihood Model (ELM) untuk menganalisis peran message credibility sebagai jalur sentral dan source credibility sebagai jalur periferal dalam membentuk perceived persuasiveness dan perilaku pembelian impulsif. Penelitian ini dianalisis menggunakan SEM-PLS dengan pendekatan berbasis jalur untuk menjelaskan karakteristik terkait dengan masing-masing rute. Hasil studi ini mengungkapkan bahwa kedua jalur persuasi, yaitu message credibility sebagai jalur sentral dan source credibility sebagai jalur periferal, memiliki pengaruh signifikan dalam membentuk sikap individu. Namun, hanya jalur periferal yang memengaruhi secara signifikan perubahan perilaku dalam pembelian impulsif. Temuan ini tidak hanya memiliki dampak teoritis pada literatur tentang perdagangan streaming langsung dan ELM, tetapi juga memiliki implikasi praktis yang relevan bagi para profesional di industri perdagangan streaming langsung.
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References
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Akram, U., Hui, P., Khan, M., Yan, C., & Akram, Z. (2018). Factors affecting online impulse buying: Evidence from Chinese social commerce environment. Sustainability. https://doi.org/https://doi.org/10.3390/su10020352
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Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing 34.4 (2017):, 34(4), 481-495. https://doi.org/10.1002/mar.21001
Foy, J., LoCasto, P., Briner, S., & Dyar, S. (2017). Would a madman have been so wise as this?†The effects of source credibility and message credibility on validation. Memory & cognition, 45, 281-295. https://doi.org/10.3758/s13421-016-0656-1
Gao, X., Xu, X.-Y., Tayyab, S., & Li, Q. (2021). How the live streaming commerce viewers process the persuasive message: an ELM perspective and the moderating effect of mindfulness. Electronic Commerce Research and Applications, 49, 101087. https://doi.org/10.1016/j.elerap.2021.101087
Guo, Y., Zhang, K., & Wang, C. (2022). Way to success: understanding top streamer's popularity and influence from the perspective of source characteristics. Journal of Retailing and Consumer Services, 64, 102786. https://doi.org/10.1016/j.jretconser.2021.102786
Heo, J., Kim, Y., & Yan, J. (2020). Sustainability of live video streamer’s strategies: Live streaming video platform and audience’s social capital in South Korea. Sustainability, 12(5), 1969. https://doi.org/10.3390/su12051969
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Kim, E., Shoenberger, H., Kwon, E., & Ratneshwar, S. (2022). A narrative approach for overcoming the message credibility problem in green advertising. Journal of Business Research, 147, 449-461. https://doi.org/10.1016/j.jbusres.2022.04.024
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Li, L., Feng, Y., & Zhao, A. (2023). An interaction–immersion model in live streaming commerce: the moderating role of streamer attractiveness. Journal of Marketing Analytics, 1-16. https://doi.org/10.1057/s41270-023-00225-7
Lin, S.-C., Tseng, H.-T., Shirazi, F., Hajli, N., & Tsai, P.-T. (2023). Exploring factors influencing impulse buying in live streaming shopping: a stimulus-organism-response (SOR) perspective. Asia Pacific Journal of Marketing and Logistics, 35(6), 1383-1403. https://doi.org/10.1108/APJML-12-2021-0903
Liu, G., Sun, M., & Lee, N. (2021). How can live streamers enhance viewer engagement in ecommerce streaming? 54th Hawaii International Conference on System Sciences.
Lo, L.-S., Lin, S.-W., & Hsu, L.-Y. (2016). Motivation for online impulse buying: A two-factor theory perspective. International Journal of Information , 36(5), 759-772. https://doi.org/10.1016/j.ijinfomgt.2016.04.012
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of interactive advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
Macready, H. (2022, November 7). How to do social media marketing for small business. Retrieved from Hootsuite Website: https://blog.hootsuite.com/social-media-tips-for-small-business-owners/
McAlister, A., & Bargh, D. (2016). Dissuasion: The elaboration likelihood model and young children. Young Consumers, 17(3), 210-225. https://doi.org/10.1108/YC-02-2016-00580
Messner, M., Garrison, B., & DiStaso, M. (2019). Internet communication (and social media). In D. Stacks, M. Salwen, & K. Eichh, An integrated approach to communication theory and research. Routledge.
Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influence impulse buying behavior in live streaming commerce? The role of SOR theory. International Journal of Web Informatic Systems, 300-320. https://doi.org/10.1108/IJWIS-02-2021-0012
Moradi, M., & Zihagh, F. (2022). A metaâ€analysis of the elaboration likelihood model in the electronic word of mouth literature. International Journal of Consumer Studies, 46(5), 1900-1918. https://doi.org/10.1111/ijcs.12814
O’Keefe, D. (2018). Message pretesting using assessments of expected or perceived persuasiveness: Evidence about diagnosticity of relative actual persuasiveness. Journal of Communication, 68(1), 120-142. https://doi.org/10.1093/joc/jqx009
Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 31(1), 46–54.
Petty, R., & Cacioppo, J. (1986). The elaboration likelihood model of persuasion. Springer New York. https://doi.org/10.1007/978-1-4612-4964-1
Petty, R., Cacioppo, J., & Kasmer, J. (2015). The role of affect in the elaboration likelihood model of persuassion. Dalam L. Donohew, H. Sypher, & E. Higgins (Penyunt.), Communication, social cognition, and affect (PLE: emotion). Psychology Press.
Petty, R., Cacioppo, J., Petty, R., & Cacioppo, J. (1986). The elaboration likelihood model of persuasion. Springer New York.
Satyavani, M., & Chalam, G. V. (2018). Online impulse buying behaviour – a suggested approach. IOSR Journal of Business and Management (IOSR-JBM), 77-83. https://doi.org/10.9790/487X-2008047783
Setini, M. (2020). Integrated social media marketing with elaboration likelihood model (ELM) in Bali, Indonesia. Journal of Marketing Research, 25(2), 78-92.
Shamim, K., & Islam, T. (2022). Digital influencer marketing: how message credibility and media credibility affect trust and impulsive buying. Journal of Global Scholars of Marketing Science, 32(4), 601-626. https://doi.org/10.1080/21639159.2022.2052342
Smith, A., & Johnson, P. (2020). Cybersecurity practices in small and medium-sized enterprises. Computers & Security, 85, 1-15. https://doi.org/10.1016/j.cose.2020.102009
Sun, Y. (2020). Analysis of impulsive buying behavior in live broadcast scenarios. Education Reform and Development, 2(2). https://doi.org/10.26689/erd.v2i2.2135
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Published
2023-10-07
Section
Original Articles
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