Title: Impulse Buying in Social Commerce: The Role of Interaction Communication, Expertise, Self-Congruity and Parasocial Relationships
Authors:
- Triyoga
- Muhammad
- Sri Hartini
Department: Manajemen
Journal Name: International Journal of Multidisciplinary and Current Educational Research
Kinds of Journal:
Keywords: Impulse buying; Parasocial interaction; Expertise; self-congruity Interaction communication
Abstract:
Social commerce is becoming a trend to shop online now. Social commerce is the development of social media, characterized as a combination of commercial activity online and interaction social media mediated by social media platforms. Research Objectives: This tests relationships between interaction communication, expertise knowledge, Self-congruity parasocial relationships, and Impulse Buying. One hundred seventy samples were used, of which the Retrieval sample used purposive sampling. Research results show that the five hypotheses are accepted: interaction communication, self-congruity, and parasocial relationships influence impulse buying. Interaction communication and self-congruity are influential towards parasocial relationships. One hypothesis is rejected: expertise knowledge does not impact parasocial relationships. Contribution study This is a marketing strategy model for e-commerce live streaming.
For details: https://www.ijmcer.com/wp-content/uploads/2023/12/IJMCER_M05601540161.pdf