Factors that Determine the Attractiveness of Online Stores to Employee Purchasing Decisions in Companies
Keywords:
Live Streaming, Price Discount, Purchase Intention, Purchasing Decision, Employees, Online ShoppingAbstract
This study aims to examine the influence of live streaming and price discounts on employees’ purchasing decisions in online shopping, with purchase intention as a mediating variable. Using a quantitative approach and Partial Least Square (PLS) analysis, the results reveal that live streaming significantly affects both purchasing decisions (p = 0.009) and purchase intention (p = 0.001), while price discounts also have a strong and significant influence on purchasing decisions (p = 0.000) and purchase intention (p = 0.000). However, purchase intention does not significantly affect purchasing decisions (p = 0.203), indicating its mediating role is not supported. These findings suggest that employees’ purchasing decisions are more directly shaped by price discounts and live streaming activities rather than by purchase intention alone, emphasizing the importance of live marketing and discount strategies in enhancing online purchasing behavior among employees.
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