EMOTIONAL BRIDGES : THE TRANSFORMATIVE INFLUENCE OF SHOPPERTAINMENT ON CONSUMER DECISION
Keywords:
Shoppertainment, Consumer Emotional Engagement, Impulsive Buying Behavior, Customer Retention Intention, S-O-R Theory
Abstract
The development of global digital trade today has been largely shaped by shopper-tainment activities. However, most of the previous literature has focused on analyzing only consumer decisions, split between short-term spontaneous actions (e.g., impulsive buying) and long-term commitments (e.g., retention). By integrating the Stimulus-Organism-Response (S-O-R) theory, this study aims to investigate the influence of shoppertainment on Impulsive Buying Behavior and Customer Retention Intention, with Consumer Emotional Engagement as a mediating variable, particularly for local fashion products among Generation Z in Makassar City. This study uses a purposive sampling technique with a total of 336 respondents, Generation Z of TikTok Live users based in Makassar. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4.0. The test results showed that shoppertainment had a significant positive effect on Impulsive Buying Behavior, but did not have a direct effect on Customer Retention Intention. Consumer Emotional Engagement has been shown to effectively mediate the transformation of temporal entertainment stimulation into long-term loyalty. The theoretical novelty of this research has succeeded in unraveling the duality of digital consumer decisions, demonstrating that the aggressiveness of transactional entertainment is no longer sufficient. The business sustainability of the local fashion industry in today's digital era is highly dependent on digital atmosphere engineering that can maintain psychological closeness and provide a personal emotional touch that is relevant to the characteristics of today's Generation Z.
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Holiday, S., Hayes, J. L., Park, H., Lyu, Y., & Zhou, Y. (2023). A multimodal emotion perspective on social media influencer marketing: The effectiveness of influencer emotions, network size, and branding on consumer brand engagement using facial expression and linguistic analysis. Journal of Interactive Marketing, 58(4), 414-439. https://doi.org/10.1177/10949968231171104
Hübner, M., Thalmann, J., & Henseler, J. (2025). Disrupting the browsing experience: impact of sponsored social media content on affective flow without driving engagement. Frontiers in Neuroscience, 19, 1636848. https://doi.org/10.3389/fnins.2025.1636848
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Huo, C., Wang, X., Sadiq, M. W., & Pang, M. (2023). Exploring factors affecting consumer’s impulse buying behavior in livestreaming shopping: An interactive research based upon SOR model. Sage Open, 13(2), 21582440231172678. https://doi.org/10.1177/21582440231172678
Kock, N. (2020). WarpPLS 7.0 User Manual. Laredo, TX: ScriptWarp Systems.
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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. https://doi.org/10.3389/fpsyg.2022.918196
Li, M., Wang, Q., & Cao, Y. (2022). Understanding consumer online impulse buying in live streaming e-commerce: A stimulus-organism-response framework. International journal of environmental research and public health, 19(7), 4378. https://doi.org/10.3390/ijerph19074378
Li, X., Huang, D., Dong, G., & Wang, B. (2024). Why consumers have impulsive purchase behavior in live streaming: the role of the streamer. BMC psychology, 12(1), 129. https://doi.org/10.1186/s40359-024-01632-w
Liu, F., Wang, Y., Dong, X., & Zhao, H. (2022). Marketing by live streaming: How to interact with consumers to increase their purchase intentions. Frontiers in Psychology, 13, 933633. https://doi.org/10.3389/fpsyg.2022.933633
Lo, P. S., Dwivedi, Y. K., Tan, G. W. H., Ooi, K. B., Aw, E. C. X., & Metri, B. (2022). Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis. Journal of Business Research, 147, 325-337. https://doi.org/10.1016/j.jbusres.2022.04.013
Lu, W., Chen, Y., & Li, S. (2022, April). Mechanism of interaction and entertainment impact on impulse purchase intention in shopping livestream. In Proceedings of the 6th International Conference on e-Commerce, e-Business and e-Government (pp. 59-63). https://doi.org/10.1145/3537693.3537763
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Mai, X., Sheikh Ahmad, F., & Xu, J. (2023). A comprehensive bibliometric analysis of live streaming commerce: mapping the research landscape. Sage Open, 13(4), 21582440231216620. https://doi.org/10.1177/21582440231216620
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. https://doi.org/10.1108/ijwis-02-2021-0012
Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., & Liébana-Cabanillas, F. (2021). Social commerce website design, perceived value and loyalty behavior intentions: The moderating roles of gender, age and frequency of use. Journal of Retailing and Consumer Services, 63, 102404. https://doi.org/10.1016/j.jretconser.2020.102404
Nikhashemi, S. R., Kennedy, R., & Mavondo, F. (2025). Leveraging virtual brand community engagement and consumer brand identification as a bounce-back brand recovery strategy: Role of brand endorsers. Journal of Marketing Communications, 31(1), 21-61. https://doi.org/10.1080/13527266.2023.2191630
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Published
2026-10-10
How to Cite
Erwin, E., Gozal, C., & Suade, Y. K. M. (2026). EMOTIONAL BRIDGES : THE TRANSFORMATIVE INFLUENCE OF SHOPPERTAINMENT ON CONSUMER DECISION. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(3), 325-346. https://doi.org/10.31955/mea.v10i3.7732
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