The Influence of Perceived E-Commerce Host Attributes, Scarcity, Immersion, and Enjoyment on Involvement and Impulse Purchase Behavior of Local Skincare Products

This research aims to analyze the influence of perceived e-commerce host attributes, scarcity, immersion, enjoyment on consumer involvement and their impact on impulse purchase behavior of local skincare products in the Jabodetabek region. The study employs a quantitative approach to investigate the relationships between perceived e-commerce host attributes, scarcity, immersion, involvement, enjoyment, and impulse purchase behavior of local skincare products in TikTok Shop. A sample of 202 Jabodetabek respondents surveyed using a online questionnaire. Structural equation modeling (SEM) will be used to test the proposed hypotheses. By understanding the factors that influence impulse purchase behavior of local skincare products in TikTok Shop, this study aims to provide valuable insights for e-commerce platforms, local skincare product manufacturers, and future research in the field of impulse buying and social media influence on consumer behavior.