Be Careful! Loneliness can be a Reason to Impulsive Purchase in Livestreaming E-Commerce

Abstract

Rapid technological developments have made consumers increasingly seek convenience and practicality in shopping. The emergence of the COVID-19 pandemic has accelerated the transition of consumer behavior from offline shopping to online shopping due to social distancing policies. The prolonged implementation of social distancing policies has undoubtedly impacted consumer psychology. Many consumers feel lonely and have become accustomed to avoiding direct social interaction, leading them to socialize more through social media. Social media, through its content, can make consumers more impulsive. Previous studies have not extensively discussed the phenomenon of online shopping, particularly from the perspective of consumers who experience loneliness and social avoidance. This study uses 166 respondent using self-administered survey. Specifically, this study analyzes the influence of factors such as loneliness and real-life social avoidance on consumer online shopping behavior. The method used is a survey with a purposive sampling approach to obtain relevant respondents. The results of this study are expected to contribute to understanding consumer behavior in the digital age and serve as a foundation for businesses on design more effective market...