Hedonic behavior in Shopee live shopping: social media marketing, celebrity endorser, and e-WOM on impulse buying

Fitri Amanda Lestari(1*), Ilsya Hayadi(2),

(1) Universitas Bengkulu
(2) Universitas Bengkulu
(*) Corresponding Author



This study aims to investigate the influence of social media marketing on impulsive buying behavior and hedonic behavior, and whether hedonic behavior can mediate the relationship between Social media marketing and impulsive buying behavior. his research follows a quantitative-explanatory approach and specifically targets consumers actively participating in Shopee Live Shopping. The population size remains indeterminate, and the sample size is determined using purposive sampling techniques. the study aims to gather responses from 345 individuals. SEM-PLS method is used in this research and employed SmartPLS 4 for data processing. In this study, the significant relationships between Social Media Marketing, Celebrity Endorser, E-WOM, and Impulse Buying Behavior mediated by Hedonic Behavior have been discussed. The research findings indicate that marketing factors such as social media campaigns, celebrity endorsers, and positive consumer reviews play a crucial role in shaping impulsive buying behavior. These results align with The Theory of Planned Behavior, which explains that individual intentions play a key role in shaping consumer behavior.

Full Text:



Abdelsalam, S., Salim, N., Alias, R. A., & Husain, O. (2020). Understanding online impulse buying behavior in social commerce: a systematic literature review. IEEE Access, 8, 89041-89058.

Achmad, W. (2023). MSMEs Empowerment through Digital Innovation: The Key to Success of E-Commerce in Indonesia. Daengku: Journal of Humanities and Social Sciences Innovation, 3(3), 469-475.

Adni, A. S. Q., & Widodo, A. Influence Of Ewom On Purchase Intentions Through Social Media Marketing Intervening Variables On Product Somethinc.

Aghdaie, S. F. A., Ansari, A., & Telgerdi, J. (2022). Analysing the impact of gamification dynamics and e-WOM on impulsive buying. International Journal of Procurement Management, 15(1), 40-61.

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control: From cognition to behavior (pp. 11-39). Berlin, Heidelberg: Springer Berlin Heidelberg.

Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.

Al-Zyoud, M. F. (2018). Does social media marketing enhance impulse purchasing among female customers case study of Jordanian female shoppers. Journal of Business and Retail Management Research, 13(2).

Ananda, A. S., Hernández-García, Á., Acquila-Natale, E., & Lamberti, L. (2019). What makes fashion consumers “click”? Generation of eWoM engagement in social media. Asia Pacific Journal of Marketing and Logistics, 31(2), 398-418.

Atulkar, S., & Kesari, B. (2017). Satisfaction, loyalty and repatronage intentions: Role of hedonic shopping values. Journal of Retailing and Consumer Services, 39, 23-34.

Babić Rosario, A., De Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 48, 422-448.

Bae, J. H., & Jeon, H. M. (2022). Exploring the Relationships among Brand Experience, Perceived Product Quality, Hedonic Value, Utilitarian Value, and Brand Loyalty in Unmanned Coffee Shops during the COVID-19 Pandemic. Sustainability, 14(18), 11713.

Bailey, A. A., Pentina, I., Mishra, A. S., & Ben Mimoun, M. S. (2020). Exploring factors influencing US millennial consumers’ use of tap-and-go payment technology. The International Review of Retail, Distribution and Consumer Research, 30(2), 143-163.

Bellini, S., & Aiolfi, S. (2020). Impulse buying behavior: the mobile revolution. International Journal of Retail & Distribution Management, 48(1), 1-17.

Bushara, M. A., Abdou, A. H., Hassan, T. H., Sobaih, A. E. E., Albohnayh, A. S. M., Alshammari, W. G., ... & Elsaied, M. A. (2023). Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM?. Sustainability, 15(6), 5331.

Chan, K., & Fan, F. (2022). Perception of advertisements with celebrity endorsement among mature consumers. Journal of Marketing Communications, 28(2), 115-131.

Chen, M., Xie, Z., Zhang, J., & Li, Y. (2021). Internet celebrities’ impact on luxury fashion impulse buying. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2470-2489.

Chen, T. Y., Yeh, T. L., & Lee, F. Y. (2021). The impact of Internet celebrity characteristics on followers' impulse purchase behavior: the mediation of attachment and parasocial interaction. Journal of Research in Interactive Marketing, 15(3), 483-501.

Chung, N., Song, H. G., & Lee, H. (2017). Consumers’ impulsive buying behavior of restaurant products in social commerce. International Journal of Contemporary Hospitality Management, 29(2), 709-731.

Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of retailing and consumer services, 59, 102345.

Duman, Ü. O., & Das, S. (2021). The dynamic rise of digital brands’ market mavens in digital entertainment: A complete know how for curious customers. Digital Entertainment: The Next Evolution in Service Sector, 147-172.

Elhajjar, S. (2023). Factors influencing buying behavior of Lebanese consumers towards fashion brands during economic crisis: A qualitative study. Journal of Retailing and Consumer Services, 71, 103224.

Filieri, R., Acikgoz, F., & Du, H. (2023). Electronic word-of-mouth from video bloggers: The role of content quality and source homophily across hedonic and utilitarian products. Journal of Business Research, 160, 113774.

Fu, J. R., & Hsu, C. W. (2023). Live-streaming shopping: the impacts of para-social interaction and local presence on impulse buying through shopping value. Industrial Management & Data Systems, 123(7), 1861-1886.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to Use and How to Report The Results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203.

Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327-375.

Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis. Information Systems Frontiers, 22(5), 1203–1226. https://doi.org/10.1007/s10796-019-09924-y.

Jin, S. V., & Ryu, E. (2020). “I'll buy what she's wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55, 102121.

Ju, J., & Ahn, J. H. (2016). The effect of social and ambient factors on impulse purchasing behavior in social commerce. Journal of Organizational Computing and Electronic Commerce, 26(4), 285-306.

Jun, M., Han, J., Zhou, Z., & Eisingerich, A. B. (2023). When is celebrity endorsement effective? Exploring the role of celebrity endorsers in enhancing key brand associations. Journal of Business Research, 164, 113951.

Kennedy, K. (2019). Positive and negative effects of social media on adolescent well-being. Minnesota State University, Mankato.

Khan, A., & Azam, M. K. (2016). Factors influencing halal products purchase intention in India: preliminary investigation. IUP Journal of Marketing Management, 15(1), 20.

Kim, H., & Chang, B. (2020). A study on the effects of crowdfunding values on the intention to visit local festivals: focusing on mediating effects of perceived risk and e-WOM. Sustainability, 12(8), 3264.

Krasonikolakis, I., & Chen, C. H. S. (2023). Unlocking the shopping myth: Can smartphone dependency relieve shopping anxiety?–A mixed-methods approach in UK Omnichannel retail. Information & Management, 60(5), 103818.

Kshatriya, K., & Shah, P. S. (2023). A study of the prevalence of impulsive and compulsive buying among consumers in the apparel and accessories market. Vilakshan-XIMB Journal of Management, 20(1), 2-24.

Kunja, S. R., Kumar, A., & Rao, B. (2022). Mediating role of hedonic and utilitarian brand attitude between eWOM and purchase intentions: a context of brand fan pages in Facebook. Young Consumers, 23(1), 1-15.

Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information, 12(6), 241.

Lee, C. H., & Wu, J. J. (2017). Consumer online flow experience: The relationship between utilitarian and hedonic value, satisfaction and unplanned purchase. Industrial Management & Data Systems, 117(10), 2452-2467.

Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, 51-70.

Li, G., Jiang, Y., & Chang, L. (2022). The influence mechanism of interaction quality in live streaming shopping on consumers’ impulsive purchase intention. Frontiers in Psychology, 13, 918196.

Lin, H. C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business horizons, 61(3), 431-442.

Liu, C., Zhang, Y., & Zhang, J. (2020). The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention. Journal of Product & Brand Management, 29(6), 783-801.

Liu, P., Li, M., Dai, D., & Guo, L. (2021). The effects of social commerce environmental characteristics on customers’ purchase intentions: The chain mediating effect of customer-to-customer interaction and customer-perceived value. Electronic Commerce Research and Applications, 48, 101073.

Lv, J., Wang, Z., Huang, Y., Wang, T., & Wang, Y. (2020). How can e-commerce businesses implement discount strategies through social media?. Sustainability, 12(18), 7459.

McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 310-321.

Memon, Y. J., Azhar, S. M., Haque, R., & Bhutto, N. A. (2020). Religiosity as a moderator between theory of planned behavior and halal purchase intention. Journal of Islamic Marketing, 11(6), 1821-1836.

Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of SOR theory. International Journal of Web Information Systems, 17(4), 300-320.

Moraes, M., Gountas, J., Gountas, S., & Sharma, P. (2019). Celebrity influences on consumer decision making: New insights and research directions. Journal of marketing management, 35(13-14), 1159-1192.

Naeem, M. (2021). Understanding the customer psychology of impulse buying during COVID-19 pandemic: implications for retailers. International Journal of Retail & Distribution Management, 49(3), 377-393.

Nanda, A., Xu, Y., & Zhang, F. (2021). How would the COVID-19 pandemic reshape retail real estate and high streets through acceleration of E-commerce and digitalization?. Journal of Urban Management, 10(2), 110-124.

Ngah, A. H., Gabarre, S., Han, H., Rahi, S., Al-Gasawneh, J. A., & Park, S. H. (2021). Intention to purchase halal cosmetics: do males and females differ? A multigroup analysis. Cosmetics, 8(1), 19.

Parmar, Y., Mann, B. J. S., & Ghuman, M. K. (2020). Impact of celebrity endorser as in-store stimuli on impulse buying. The International Review of Retail, Distribution and Consumer Research, 30(5), 576-595.

Parolin, C. F., & Boeing, R. (2019). Consumption of experiences in boutique hotels in the context of e-WOM. Tourism & Management Studies, 15(2).

Raggiotto, F., Mazzoni, E., Benassi, M., Panesi, S., Vacondio, M., Filippi, S., ... & Benvenuti, M. (2023). Mind the Age Gap! How Problematic Internet Use Affects Adults’ and Emerging Adults’ Well-Being and Prosocial Consumer Behavior. Journal of Interactive Marketing, 58(2-3), 268-279.

Rani, V. Z., Rofiq, A., & Juwita, H. A. J. (2023). The influence of intensity of TikTok use, utilitarian value, and hedonic value on impulsive buying mediated by urge to buy impulsively. International Journal of Research in Business and Social Science (2147-4478), 12(5), 86-97.

Reimer, T., & Benkenstein, M. (2016). When good WOM hurts and bad WOM gains: The effect of untrustworthy online reviews. Journal of Business research, 69(12), 5993-6001.

Rosário, A., & Raimundo, R. (2021). Consumer marketing strategy and E-commerce in the last decade: a literature review. Journal of theoretical and applied electronic commerce research, 16(7), 3003-3024.

Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139-2146.

Santoso, R., Erstiawan, M. S., & Soebijono, T. (2023). DIGITAL ECONOMIC & FINANCIAL INCLUSION FOR ECONOMIC RECOVERY IN INDONESIA. International Journal of Economics, Business and Accounting Research (IJEBAR), 7(3), 963-978.

Saputra, F. E., & Amani, A. R. (2023). The Effect of Social Media Marketing on Hedonic Shopping Value Through Online Impulsive Buying of Fashion Products (Research On Generation Z In Bandung). Asian Journal of Social and Humanities, 1(11), 941-948.

Schimmelpfennig, C., & Hunt, J. B. (2020). Fifty years of celebrity endorser research: Support for a comprehensive celebrity endorsement strategy framework. Psychology & Marketing, 37(3), 488-505.

Schouten, A. P., Janssen, L., & Verspaget, M. (2021). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. In Leveraged Marketing Communications (pp. 208-231). Routledge.

Sedalo, G., Boateng, H., & Kosiba, J. P. (2022). Exploring social media affordance in relationship marketing practices in SMEs. Digital Business, 2(1), 100017.

Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69.

Singh, P., Sharma, B. K., Arora, L., & Bhatt, V. (2023). Measuring social media impact on Impulse Buying Behavior. Cogent Business & Management, 10(3), 2262371.

Susanto, H., Fang Yie, L., Mohiddin, F., Rahman Setiawan, A. A., Haghi, P. K., & Setiana, D. (2021). Revealing social media phenomenon in time of COVID-19 pandemic for boosting start-up businesses through digital ecosystem. Applied system innovation, 4(1), 6.

T. Hennig-Thurau, KP Gwinner, G. Walsh, & DD Gremler. (2004). Elektronik dari mulut ke mulut melalui platform opini konsumen: Apa yang memotivasi konsumen untuk mengartikulasikan diri mereka di Internet? Jurnal Pemasaran Interaktif, 338–352.

Tarka, P., Harnish, R. J., & Babaev, J. (2022). From materialism to hedonistic shopping values and compulsive buying: A mediation model examining gender differences. Journal of Consumer Behaviour, 21(4), 786-805.

Tasci, A. D., & Ko, Y. J. (2016). A fun-scale for understanding the hedonic value of a product: The destination context. Journal of Travel & Tourism Marketing, 33(2), 162-183.

Topalova, N. (2021). The impact of marketing through Instagram influencers on consumer behavior in the fashion industry: comparison of Millennials and Generation Z in Russia. Geneva Business School: Geneva.

Umar, A., Liesl, R., Himawan, N., & Mustikasari, F. (2023). The Influence of Korean Brand Ambassador on Hedonic Shopping Motivation moderated by Fanaticism toward Impulsive Buying Behavior in E-commerce. no. Figure, 1, 2152-2164.

Verma, S., & Yadav, N. (2021). Past, present, and future of electronic word of mouth (EWOM). Journal of Interactive Marketing, 53, 111-128.

Von Felbert, A., & Breuer, C. (2022). The influence of multiple combinations of celebrity endorsers on consumers' intentions to purchase a sports-related product. Sport, Business and Management: An International Journal, 12(4), 440-458.

Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.

Wahid, R. M., & Gunarto, M. (2022). Factors driving social media engagement on Instagram: Evidence from an emerging market. Journal of Global Marketing, 35(2), 169-191.

Wang, Y., Lu, Z., Cao, P., Chu, J., Wang, H., & Wattenhofer, R. (2022). How live streaming changes shopping decisions in E-commerce: A study of live streaming commerce. Computer Supported Cooperative Work (CSCW), 31(4), 701-729.

Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2020). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1), 189.

Wirdiyanti, R., Yusgiantoro, I., Sugiarto, A., Harjanti, A. D., Mambea, I. Y., Soekarno, S., & Damayanti, S. M. (2022). How does e-commerce adoption impact micro, small, and medium enterprises’ performance and financial inclusion? Evidence from Indonesia. Electronic Commerce Research, 1-31.

Wrabel, A., Kupfer, A., & Zimmermann, S. (2022). Being informed or getting the product? How the coexistence of scarcity cues and online consumer reviews affects online purchase decisions. Business & Information Systems Engineering, 64(5), 575-592.

Xu, Y., Du, J., Khan, M. A. S., Jin, S., Altaf, M., Anwar, F., & Sharif, I. (2022). Effects of subjective norms and environmental mechanism on green purchase behavior: An extended model of theory of planned behavior. Frontiers in Environmental Science, 10, 779629.

Yuan, C., Wang, S., Liu, Y., & Ma, J. W. (2023). Factors influencing parasocial relationship in the virtual reality shopping environment: the moderating role of celebrity endorser dynamism. Asia Pacific Journal of Marketing and Logistics, 35(2), 398-413.

Yuan, C., Zhang, C., & Wang, S. (2022). Social anxiety as a moderator in consumer willingness to accept AI assistants based on utilitarian and hedonic values. Journal of Retailing and Consumer Services, 65, 102878.

Zafar, A. U., Qiu, J., & Shahzad, M. (2020). Do digital celebrities' relationships and social climate matter? Impulse buying in f-commerce. Internet Research, 30(6), 1731-1762.

Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. (2021). The impact of social media celebrities' posts and contextual interactions on impulse buying in social commerce. Computers in human behavior, 115, 106178.

Zhang, K. Z., Xu, H., Zhao, S., & Yu, Y. (2018). Online reviews and impulse buying behavior: the role of browsing and impulsiveness. Internet Research, 28(3), 522-543.

Zhang, X., Shi, Y., Li, T. T., Guan, Y., & Cui, X. (2023). How Do Virtual AI Streamers Influence Viewers’ Livestream Shopping Behavior? The Effects of Persuasive Factors and the Mediating Role of Arousal. Information Systems Frontiers, 1-32.

Zhang, Z., Zhang, N., & Wang, J. (2022). The influencing factors on impulse buying behavior of consumers under the mode of hunger marketing in live commerce. Sustainability, 14(4), 2122.

Zhu, Y. Q., Amelina, D., & Yen, D. C. (2022). Celebrity endorsement and impulsive buying intentions in social commerce-The case of instagram in Indonesia: Celebrity endorsement. In Research Anthology on Social Media Advertising and Building Consumer Relationships (pp. 1401-1419). IGI Global.

DOI: https://doi.org/10.24123/mabis.v23i1.742

Article Metrics

Abstract view : 302 times
PDF - 95 times


  • There are currently no refbacks.

Copyright (c) 2024 Fitri Amanda Lestari, Ilsya Hayadi

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License. ISSN: 1412-3789. e-ISSN: 2477-1783.

Google ScholarGoogle ScholarGARUDA - Garba Rujukan Digital
mabis statistics