ALGORITHMIC CURATION'S INFLUENCE ON IMPULSIVE BUYING: MEDIATING ROLE OF URGE IN TIKTOK
DOI:
https://doi.org/10.69957/grjb.v5i04.2695Keywords:
Algorithmic Curation, Impulsive Buying, Urge to BuyAbstract
The rapid growth of TikTok Live commerce has revolutionized online shopping. This study examines the role of perceived algorithmic curation intensity in driving impulsive buying in TikTok Live commerce, with urge to buy as a mediating variable. The objective of this research is to understand how algorithmic curation impacts consumer impluse buying in a live-streaming shopping context. The survey involved 100 TikTok users from Samarinda and Balikpapan, who had previously engaged in product purchases during TikTok Live sessions. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that perceived algorithmic curation intensity positively influences urge to buy, which in turn significantly drives impulsive buying. The analysis revealed that perceived algorithmic curation intensity positively influences urge to buy (path coefficient = 0.502), which in turn strongly affects Impulsive Buying (path coefficient = 0.785). The model explained 61.6% of the variance in impulsive buying behavior, highlighting the significant role of emotional triggers in driving consumer purchases.
References
Asosiasi Penyelenggara Jasa Internet Indonesia. (2024). Laporan survei penetrasi internet Indonesia 2024. APJII. https://apjii.or.id
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191. https://doi.org/10.1016/S0022-4359(98)80003-3
Bleier, A., & Eisenbeiss, M. (2015). The influence of digital personalization on consumer behavior: A multi-method approach. Journal of Interactive Marketing, 30, 1-12. https://doi.org/10.1016/j.intmar.2015.01.002
Braun, L., & Gillespie, T. (2011). Algorithmic governance: A critical review of the literature on algorithmic decision-making. Journal of Information Technology, 26(2), 96-105. https://doi.org/10.1057/jit.2011.12
Caliani, M., et al. (2023). Platformized consumption culture: How algorithmic curation captures attention and shapes user consumption. Journal of Digital Culture, 18(1), 45-60. https://doi.org/10.1007/jdc.2023
Cheung, C. M., & Lee, M. K. (2018). The role of algorithmic recommendations in enhancing emotional engagement and impulsive buying. Computers in Human Behavior, 83, 222-231. https://doi.org/10.1016/j.chb.2018.02.010
Dholakia, U. M. (2000). How consumer characteristics and decision-making styles affect online shopping. Journal of Consumer Psychology, 10(2), 111-124. https://doi.org/10.1207/S15327663JCP1002_04
Flew, T., McPherson, M., & Brown, D. (2021). The economics of attention: Reconsidering algorithmic curation. New Media & Society, 23(7), 1895-1911. https://doi.org/10.1177/1461444820904282
Haubl, G., & Trifts, V. (2000). Consumer decision-making in online shopping environments: The effects of interactive decision aids. Marketing Science, 19(1), 4-21. https://doi.org/10.1287/mksc.19.1.4.15178
Kacen, J. J., & Lee, J. A. (2020). Emotional triggers in digital promotions and their direct impact on impulsive buying decisions. Journal of Interactive Marketing, 50, 24-35. https://doi.org/10.1016/j.intmar.2019.11.002
Kunz, W., Schmitt, B. H., & Boedeker, M. (2017). Impulsivity and online purchasing: The mediating role of algorithm-based cues. Journal of Consumer Research, 44(3), 450-463. https://doi.org/10.1093/jcr/jqx017
Liu, Y., Li, H., & Zhang, W. (2021). The influence of external factors on impulsive buying behavior: The role of recommendations and advertisements. Journal of Consumer Psychology, 31(1), 98-108. https://doi.org/10.1002/jcpy.1223
Pariser, E. (2011). The filter bubble: What the internet is hiding from you. Penguin Press.
Rader, S., & Gray, R. (2015). Personalized recommendation systems and their impact on user experience. International Journal of Human-Computer Interaction, 31(4), 258-270. https://doi.org/10.1080/10447318.2014.980747
Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189-199. https://doi.org/10.1086/209105
Shin, D. (2020). Algorithms as persuasive agents: The role of recommendation and personalization in influencing consumer behavior. Journal of Interactive Marketing, 47, 11-23. https://doi.org/10.1016/j.intmar.2019.11.004
Sun, S., Zhang, W., & Li, J. (2019). Impact of live streaming commerce on impulsive buying: An empirical study in China. Journal of Electronic Commerce Research, 20(2), 1-15. https://doi.org/10.1109/TEVC.2019.2946598
Tsiros, M., Pantano, E., & Liao, C. (2021). Algorithms tailoring shopping experiences and their effect on purchase intention. Journal of Retailing and Consumer Services, 58, 102313. https://doi.org/10.1016/j.jretconser.2020.102313
Verhagen, T., & van Dolen, W. (2011). The influence of online store perceptions and emotional experiences on online buying behavior. Internet Research, 21(3), 374-392. https://doi.org/10.1108/10662241111127713
Verplanken, B., & Herabadi, A. (2001). Individual differences in impulse buying. European Journal of Social Psychology, 31(5), 507-522. https://doi.org/10.1002/ejsp.51
Wongkitrungrueng, A., & Assarut, N. (2020). Live-streaming commerce: Understanding the influence of live-stream shopping platforms on consumer behavior. Journal of Retailing and Consumer Services, 55, 102115. https://doi.org/10.1016/j.jretconser.2020.102115
Xu, H., Zhang, J., & He, W. (2020). The impact of time pressure and social influence on online impulse buying. Journal of Interactive Marketing, 50, 49-61. https://doi.org/10.1016/j.intmar.2020.06.005
Zhao, L., Chen, J., & Wei, J. (2020). Personalized algorithm-based recommendations and their influence on consumers’ impulsive purchases. Journal of Retailing and Consumer Services, 54, 102036. https://doi.org/10.1016/j.jretconser.2019.102036
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Ummi Nadroh; Rosyid Nurrohman; Ahmad Firman Hakim
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Ketentuan hukum formal untuk mengakses artikel digital jurnal elektronik ini tunduk pada ketentuan lisensi Creative Commons Attribution-ShareAlike (CC BY-SA), yang berarti GEMAH RIPAH: Jurnal Bisnis berhak untuk menyimpan, mengubah format, mengelola di pangkalan data, memelihara dan menerbitkan artikel tanpa meminta izin dari Pencipta selama tetap mempertahankan nama Pencipta sebagai pemilik Hak Cipta.
