The influence of Limited-time Scarcity, Advertising, and E-wom on E-Impulse Buying towards virtual items in Genshin Impact

Authors

  • Andini Khairunnisa Universitas Negeri Padang
  • Susi Evanita Universitas Negeri Padang

DOI:

https://doi.org/10.61722/jiem.v2i2.1040

Keywords:

Limited-time Scarcity, Advertising, E-wom, E-Impulse Buying

Abstract

This study investigates the influence of Limited-time Scarcity, Advertising, and E-WOM (Electronic Word-of-Mouth) on E-Impulse buying behavior among players of Genshin Impact in the online community @paimonfess. Data from 400 respondents were collected through online questionnaires and analyzed using SmartPLS. The findings reveal that Limited-time Scarcity does not significantly and positively influence E-Impulse buying behavior. However, Advertising demonstrates a significant and positive impact on E-Impulse buying behavior, indicating that advertisements play a crucial role in encouraging impulse purchases among Genshin Impact players. Furthermore, E-WOM also shows a significant positive influence on E-Impulse buying behavior, highlighting the importance of word-of-mouth recommendations in shaping purchasing decisions within the online gaming community. These findings contribute to a deeper understanding of the factors driving E-Impulse buying behavior in the context of virtual item purchases in online gaming communities.

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Published

2024-01-02

Issue

Vol. 2 No. 2 (2024): Februari

Section

Articles

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