IMPULSIVE BUYING ON LIVE STREAMING PLATFORMS: APPLYING THE ELABORATION LIKELIHOOD MODEL (ELM)

Abstract

The Elaboration Likelihood Model (ELM) was developed by Petty and Cacioppo (1986), explaining the process of changing individuals' attitudes and opinions about an object or event after their consideration process. This study applies the ELM model to understand customers' purchasing behavior when participating in shopping on livestreaming platforms. The study conducted a survey of 368 observations from customers shopping on livestreaming platforms. The study performs data processing and analysis using SPSS and SmartPLS tools to test the relationship between variables according to the research model. The research results indicate that three central factors in the direct approach (quality of product information, quality of host interaction, and host credibility); and one factor in the indirect approach (consistency of evaluations) play significant roles in enhancing customer engagement and impulse buying tendencies in the e-commerce market. From the research results, the author proposes some implications to make livestreaming commercial activities of businesses more effective.