In the current year, third-party product review video in video sharing platform is growing rapidly. Refer to previous study, product review video influence consumers’ impulsive buying behavior. This study develops S-O-R to examine influence of third-party product review video on impulsive buying behavior. Indonesia is the place where this study was conducted because Indonesia has big market, many internet users, many video platform users, and big e-commerce market with good growth. The results show that expertise does not moderate third-party product review video on audiences’ perception significantly. Other results confirm product evaluation partially mediate audiences’ perception on impulsive buying behavior significantly and audiences’ perception positively affect each other significantly. This research provides a better theoretical understanding about expertise and product evaluation in context of third-party product review video and impulsive buying behavior.

Cover i
Abstract ii
Table of Contents iii
List of Tables v
List of Figure vi
Chapter One 1
Introduction 1
1.1 Background 1
1.2 Research Gap 2
1.3 Significance of Study 3
Chapter Two 5
Literature Review 5
2.1 Video Sharing Platform 5
2.2 Information Quality 6
2.3 Product Rating 7
2.4 Visual Attractiveness 8
2.5 Expertise 8
2.6 Perceived Persuasiveness 9
2.7 Perceived Credibility 9
2.8 Perceived Usefulness 11
2.9 Perceived Enjoyment 12
2.10 Product Evaluation 12
2.11 Impulsive Buying Behavior 13
Chapter Three 15
Hypotheses Development 15
3.1 Reviewer factor as moderator variable 15
3.2 Relations among audiences’ perception 16
3.3 Audiences’ perception lead to product judgement 17
3.4 Audiences’ judgement lead to impulsive buying behavior 18
3.1 Research Framework 20
Chapter Four 21
Research Methodology 21
4.1 Research Methodology 21
4.2 Questionnaire Development 21
4.3 Data Collection 24
Chapter Five 26
Data Analysis and Results 26
5.1 Scale Accuracy Analysis 26
5.2 Hypotheses Analysis 30
5.2.1 Direct Effect 30
5.2.1 Mediating Effect 31
5.2.2 Moderating Effect 32
5.2.3 Segmentize Unsupported Hypothesis 32
5.2.4 Gender Segmentation 35
5.2.5 Age Segmentation 37
5.2.6 Income Segmentation 39
5.2.7 Education Segmentation 41
5.2.8 Structural Model 43
5.3 Hypothesis Testing Result 44
Chapter Six 45
Discussion 45
6.1 Results and Discussion 45
6.2 Theoretical Implications 50
6.3 Managerial Implications 50
6.4 Limitation and Future Research 51
References 53
Appendix 67
English Version 67
Bahasa Indonesia Version 70

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