Exploring Factors Influencing Customer Purchase Behavior in Live Shopping Platforms

Abstract

Thisi study aims toi determinei the factorsi that influencei buyersi in makingi purchasesi in the marketplace usingi the basic modeli derived from thei Technology Acceptancei Model (TAM).The methodi used in thisi study is a quantitativei research methodi which is definedi as a researchi method basedi on the philosophyi of positivism.Thisi study willi use thei SmartPLS softwarei to test and drawi hypotheses basedi on the SmartPLSi method.The commerciali industry musti also limiti the numberi of visitors andi employees whoi are eventually dividedi into several timei shifts.The increasingi number of onlinei shopping transactions, especiallyi through e-commerce, hasi led to a newi phenomenon calledi live shopping.In thisi case, the selleri will presenti a shoppingi atmosphere indirectlyi in front ofi the eyes ofi potential buyers.Thisi can bei done in variousi ways, for examplei by live streamingi or sellers cani upload selling contenti through the Livestream featurei which allowsi potential buyersi to directly interacti with sellers.The resultsi of this studyi state that alli indicatorsi significantlyi influence Customeri Purchase Shoppingi Live Shop, these factorsi are Informationi Quality, Intentioni to Use, Perceivedi Ease of Use, and Perceivedi Usefulness.Implicationsi that can be appliedi include a) Stakeholdersi must presenti information thati covers alli products andi services that willi be offeredi by consumersi because the informationi presented by consumersi or buyers musti be up to datei so that buyersi find it not difficulti to find out quicklyi the goods theyi see.b) Stakeholders musti make transactionsi easy at theiri Shopping Livei Shop because consumersi believe thati using a technologyi will improvei performance.c) Stakeholdersi must createi a livei atmosphere by providingi product tipsi or useful informationi during live eventsi because with thei increasing usei of technology therei arei benefits, thei benefitsi felt byi users cani increase interesti in using it.d) Stakeholdersi must makei promosi to attracti customers to takei part in thei live shopi because therei are still manyi people who takei part ini live shoppingi activitiesi on ecommerce or otheri platformsi to buy theiri needs.e) Stakeholdersi musti pay attentioni to the qualityi of the productsi offeredi because completei and honesti informationi is veryi importanti in making purchasesi or salesi throughi social mediai because sellersi and buyersi do not meeti each otheri and the goodsi being tradedi can onlyi be seen fromi photos soi that the qualityi of the goodsi is somewhati difficult to predicti whetheri in accordancei with the wishesi of the buyer.The betteri the quality of thei informationi provided will increasei the interesti of buyersi to make purchasesi online.

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