ASSESSING REVIEW CONSISTENCY, PRODUCT INFORMATION QUALITY, AND ONLINE IMPULSIVE BUYING TENDENCY: THE MEDIATING PATHWAY OF CUSTOMER ENGAGEMENT

ASSESSING REVIEW CONSISTENCY, PRODUCT INFORMATION QUALITY, AND ONLINE IMPULSIVE BUYING TENDENCY: THE MEDIATING PATHWAY OF CUSTOMER ENGAGEMENT

Online impulsive buying tendency, review consistency, product information quality, customer engagement, marketing strategy

This study examines the influence of review consistency and product information quality on customer engagement and impulsive buying tendencies. The participants in this study consisted of 57 individuals who spontaneously bought on a live-streaming platform. The analytical technique employed in this study is Structural Equation Modeling - Partial Least Squares (SEM-PLS), and the data processing is conducted using WarpPls version 8. The findings of this study suggest that maintaining consistency in reviews and ensuring high-quality product information might enhance consumer involvement. Additional findings indicate that client contact can potentially enhance online impulsive buying tendencies. An important management conclusion of this study is that organizations must guarantee the accuracy, comprehensiveness, and clarity of the product information they supply. This will help to enhance customer engagement and promote impulsive purchase behavior.

Luciana Alriani Toding1, Kevin Wirawan2, Novyanti Gaitedy3, Siti Fadilah Syarif4
Ayumi Elizabeth Pricillia Willar5, Elia Ardyan

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2024-09-29

PERI IRAWAN

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