Exploring Consumers' Repurchase Intentions on Fresh Food E-Commerce Platforms through the Integration of Value-Based Adoption and IS Success Models

The purpose of this study is to examine the factors influencing impulse buying in the live commerce environment. The factors considered in this study include consumers' materialism tendencies, hedonism, and psychological alienation. Impulse buying is a very common consumer behavior in live commerce. Examining the underlying factors of this behavior not only enhances our understanding of consumers but also contributes to the development of effective marketing strategies for businesses. This study holds significant practical implications for understanding impulsive buying behavior and its deterrents in live commerce. Due to the nature of live commerce, it tends to stimulate impulsive and emotional purchasing rather than planned consumption. The investigation into consumer traits as factors explaining impulse buying in live commerce will contribute to understanding the live commerce market and consumers. To empirically verify this, an online survey was conducted among live commerce users. A total of 300 people participated in the survey. According to the results, materialism, hedonism, and psychological alienation all positively influenced impulse buying. Among these three variables, hedonism was found to have the greatest impact.