Exploration of Consumer Buying Interests at Tiktok Stores Live Streaming Based on the Stimulus Organism Response (SOR) Framework

Windy Dara Dinanti · Wira Bharata

8 citations0/0 files storedJurnal Sisfokom (Sistem Informasi dan Komputer)

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media Technology Adoption and User Behaviour

Abstract

Technological developments are currently increasing rapidly so that entrepreneurs advance their business ventures with various innovations. No wonder there are many emerging marketplaces that provide several conveniences in shopping. The TikTok application is one of the most popular marketplaces. This study aims to determine the effect of Store Atmosphere, Online Customer Reviews and Online Customer Ratings on Purchase Intention with Trust as a mediating variable at the TikTok Shop. This study uses quantitative data and this type of research is associative research. The population used in this research is live streaming viewers @oktaviana_tas_grosir. The sample collection technique uses a non-probability sampling technique. The sample in this study was determined by 100 respondents. The data analysis technique in this study used the Smart PLS version 3.0 tool. The results of this study indicate that Store Atmosphere, Online Customer Reviews and Online Customer Ratings have a positive effect on Trust. Online Customer Reviews and Online Customer Ratings have a positive effect on Purchase Intention, while the Store Atmosphere has a negative effect on Purchase Intention. Trust has a positive effect on Purchase Intention. Trust is able to mediate Store Atmosphere, Online Customer Reviews and Online Customer Ratings on Purchase Intention positively.

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2021Power Analysis for Parameter Estimation in Structural Equation Modeling: A Discussion and Tutorial 2021Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework 2018Customer engagement behaviours in social media: capturing innovation opportunities 2020Consumers response towards mobile commerce applications: S-O-R approach 2017Relationship between customer sentiment and online customer ratings for hotels - An empirical analysis 2020Pictorial content, sequence of conflicting online reviews and consumer decision-making: The stimulus-organism-response model revisited 2019The DAST Framework for Retail Atmospherics: The Impact of In- and Out-of-Store Retail Journey Touchpoints on the Customer Experience 2019Generation Y consumer online repurchase intention in Bangkok

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