The Influence of Perceived Interactivity and Visual Appeal on Impulse Buying in Beauty Home Services: The Mediating Role of Perceived Enjoyment and A Multi-Group Analysis (MGA) Approach
DOI:
https://doi.org/10.35870/ijmsit.v6i2.7698Keywords:
Perceived Interactivity, Visual Appeal, Impulse Buying, Perceived Enjoyment, Multi-Group Analysis (MGA)Abstract
This study aims to examine the relationship between perceived interactivity and visual aesthetics regarding impulse buying, with perceived enjoyment acting as a moderator in the context of beauty home services, and to analyze differences in consumer behavior based on the period of usage (≤ 2 years vs > 2 years). Grounded in the Stimulus-Organism-Response (S-O-R) theory, this explanatory quantitative study employed purposive sampling to collect data from 233 respondents in the Jabodetabek area. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4 software. Structural analysis revealed no significant difference in path coefficients between the two groups new users (≤ 2 years) and experienced users (> 2 years). This indicates that, when using the service, both new and long-term users consistently exhibit the same effects, regardless of the duration of their experience.
Downloads
References
Chen, Y., & Li, X. (2023). Unveling the drivers of impulse buying in live streaming commerce: The role of social presence and interactivity. Journal of Retailing and Consumer Services, 72, 103285. https://do.org/10.1016/j.jretconser.2023.103285
Felix, A. (2026). Metode Penelitian Bisnis Digital: Kuantitatif, Kualitatif, dan Mixed Methods Dilengkapi Replication Research Mindmap (RRM). Penerbit Amerta Media.
Felix, A., et al. (2024). Pengaruh Shopee PayLater terhadap Perilaku Konsumtif Mahasiswa: Antara Kemudahan dan Perangkap. Jurnal Digismantech 1(1), 15–28. http://dx.doi.org/10.30813/digismantech.v4i2.7605
Gao, L., & Bai, X. (2014). An empirical study on buyers’ purchase behavior in virtual communities: The role of interactivity. Computers in Human Behavior, 34, 161–170. https://doi.org/10.1108/APJML-06-2013-0061
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90. https://doi.org/10.2307/30036519
Habib, S., Hamadneh, N., & Al-Sharaireh, A. (2024). The impact of digital marketing aesthetics and interactivity on consumer impulse buying in the MENA region. Journal of Electronic Commerce Research, 25(1), 45-62.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publications.
Huang, M. H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30–50. https://doi.org/10.1007/s11747-020-00749-9
Indriastuti, et al. (2024). How real-time interactivity influences impulse buying behaviour in generation z’s during live streaming shopping: the mediating role of perceived enjoyment. Economics: Innovative and Economics Research Journal. 12, 1-17. https://doi.org/10.2478/eoik-2024-0047
Inventure Indonesia. (2024). Indonesia Consumer Trends 2024: The Rise of On-Demand Services. Inventure Report.
Jeaniefer, J., & Kembau, A. S. (2025). The effect of perceived usefulness, perceived enjoyment, brand trust from video reels as a social media marketing strategy on customer loyalty of retail store in Summarecon Mall Kelapa Gading. Journal of Management Small and Medium Enterprises (SME's), 18(3), 2003–2016. https://doi.org/10.35508/jom.v18i3.22138
Joo, & Yang. (2023). How perceived interactivity affects consumers' shopping intentions in live stream commerce: Roles of immersion, user gratification and product involvement. Journal of Research in Interactive Marketing, 17(5), 754–772. https://doi.org/10.1108/JRIM-02-2022-0037
Kembau, S., & Lendo, M. (2025). Integrasi teknologi interaktif dalam platform e-commerce modern untuk meningkatkan keterlibatan konsumen. Jurnal Manajemen dan Pemasaran Digital, 3(1), 45–59. https://doi.org/10.2991/978-94-6463-692-5_20
Kock, N., & Hadaya, P. (2016). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods. Information Systems Journal, 28(1), 227-261. https://doi.org/10.1111/isj.12131
Kaur, P., Dhir, A., Talwar, S., & Islam, J. U. (2021). The relationship between social media brand experience and consumer impulse buying: A study of social commerce. Journal of Retailing and Consumer Services, 62, 102604. https://do.org/10.1016/j.jretconser.2021.102604
Labrecque, L. I. (2024). Fostering consumer–brand relationships in social media environments: The role of perceived interactivity. Journal of Interactive Marketing, 28(2), 134–148. https://doi.org/10.1016/j.intmar.2013.12.003
Lee, Y. Y., Gan, C. L., & Liew, T. W. (2022). The impacts of mobile wallet app characteristics on online impulse buying: A moderated mediation model. Computers in Human Behavior, 2022, 1-15, https://doi.org/10.1155/2022/2767735
Liu, Z., & Min, Q. (2023). How interactivity promotes consumer engagement and impulse purchase in short-video platforms. International Journal of Information Management, 68, 102574. https://do.org/10.1016/j.ijinfomgt.2023.102574
Li, et al. (2022). The effects of visual-audio merchandising elements on consumers’ impulsive purchase intentions in apparel e-customization. Textile Research Journal. 92, 23-24 https://doi.org/10.1177/00405175221109626
Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. MIT Press.
Mustika, D. V., & Wahyudi, L. (2022). Does the Quality of Beauty E-commerce Impact Online Purchase Intention? The Role of Perceived Enjoyment and Perceived Trust. International Journal of Economics, Business and Management Research, 6(04), 199-218. http://dx.doi.org/10.51505/ijebmr.2022.6415
Nguyen, et al. (2024). The Role of Product Visual Appeal and Sale Promotion Program on Consumer Impulsive Buying Behavior. Emerging Science Journal. 8(1), 102-105. https://doi.org/10.28991/ESJ-2024-08-01-021
Rouibah, K., Lowry, P. B., & Hwang, Y. (2021). The Determinants of eWoM in Social Commerce: The Role of Perceived Value, Perceived Enjoyment, Trust, Risks, and Satisfaction Journal of Global Information Management. 29(3), 28. https://doi.org/10.4018/JGIM.2021050104
Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (Ed. 3). Alfabeta.
Yu, et al. (2024). Like it, buy it? Examining the role of bookmarking in the mediation of visual appeal and purchase intent from a dual-system perspective. Industrial Management Data Systems. 124(5), 1877-1901. https://doi.org/10.1108/IMDS-02-2023-0131
ZAP Clinic. (2024). ZAP Beauty Index 2024: Annual Report on Indonesian Women Consumer Behavior. ZAP Report.
Zhang, Y., & Shi, X. (2022). Consumers’ Impulsive Buying Behavior in Online Shopping Based on the Influence of Social Presence. Computational Intelligence and Neuroscience, 13, 891–904. https://doi.org/10.1155/2022/6794729
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Shellda Lestari, Antonius Felix
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
