The Impact of Live Streaming On Purchase Intention In Social Commerce In Indonesia

Melvin Chandraa · Dyah Wahyu Sukmaningsih · Enggal Sriwardiningsih

16 citations0/0 files storedProcedia Computer Science

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

Abstract

Live commerce is an emerging trend in the world of e-commerce. This research examines it from the consumer's point of view using the S-O-R theory, where live streaming is a stimuli that can influence consumers in shopping on live streaming and feel as if shopping in the real world. This study employed a quantitative methodology to collect responses from 401 respondents via an online questionnaire. Data were examined using Partial Least Square – Structural Equation Modeling analysis (PLS-SEM) and SmartPLS software to examine the proposed hypothesis. The results show Psychological Distance and Perceived Usefulness influence Purchase Intention positively.

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1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2014Partial least squares structural equation modeling (PLS-SEM)2001Extending the TAM for a World-Wide-Web context 2000An Examination of Selected Marketing Mix Elements and Brand Equity 2019How live streaming influences purchase intentions in social commerce: An IT affordance perspective 2006Understanding the Impact of Web Personalization on User Information Processing and Decision Outcomes1 2020See now, act now: How to interact with customers to enhance social commerce engagement?2020What Drives Consumer Shopping Behavior in Live Streaming Commerce

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