How Shopping Videos Hook Generation Z on Shopee

Generation Z, often called Digital Natives, have seen a huge shift in how they shop. This is largely because of the rise of e-commerce. A recent study looked into how product videos on the Shopee video platform affect the impulse buying habits of this group. The focus was on how different types of experiences, like entertainment, education, escapism, and aesthetics, influence these habits. The research used a quantitative approach. Data was collected through a Likert scale questionnaire. A non-probability sampling method was used, and the SmartPLS tool was employed to analyze the data. The study found that entertainment and recreational activities boost emotional engagement. This happens because they trigger arousal and pleasure. Educational experiences also increase knowledge and stimulate these feelings. Escapist activities provide a temporary break from daily stresses, increasing arousal. However, they can also highlight personal insecurities, possibly reducing pleasure. Esthetic experiences, which depend on personal tastes, can provoke emotional reactions. These reactions may vary in the amount of pleasure they bring. For Generation Z, arousal and pleasure play a big role in impulsive buying decisions. This means that managing these internal factors can trigger emotions that lead to impulsive purchases. This insight offers strategic marketing tactics for optimizing e-commerce on platforms like Shopee video. The study also looked at demographic factors like age, gender, and income as control variables. These factors can influence how Generation Z interacts with product videos and makes buying decisions. The research advances the understanding of consumer behavior theories in the digital age. It highlights the complex roles of arousal and pleasure in online impulse buying. The findings suggest that effectively managing internal factors can trigger emotions. These emotions can lead to impulsive purchases. This offers strategic marketing tactics for optimizing e-commerce on platforms like Shopee video. The study also sheds light on how different types of experiences influence impulse buying behaviors. This can help marketers create more effective product videos.