Sales Promotions As A Catalyst: How E-Commerce Quality Influences Impulse Buying Behavior During Live Shopping

This study investigates the underexplored relationship between e-commerce quality and sales promotions in shaping impulse buying behavior within live shopping contexts. Employing a quantitative research methodology, data were collected from 302 respondents who made impulsive purchases during live shopping sessions using a structured questionnaire and purposive sampling. The analysis reveals that while e-commerce quality does not have a direct significant impact on impulse buying, it plays a crucial role in enhancing consumer purchasing decisions by facilitating effective sales promotions during live shopping events. These findings underscore the importance of implementing well-designed sales promotions to stimulate impulse buying and optimize the overall consumer experience. Furthermore, this study emphasizes the need for businesses to refine their live shopping strategies to better engage consumers and enhance satisfaction in the rapidly evolving digital marketplace. The study also highlights areas for future research, including the exploration of additional variables that may influence these relationships and the inclusion of diverse cultural contexts, ultimately providing a comprehensive understanding of how to enhance live shopping experiences and boost sales