Factors Affecting Live Streaming Commerce Purchase Behavior

Harrianto, Felix Leonard and Anandya, Dudi and Ardiansyahmiraja, Bobby (2023) Factors Affecting Live Streaming Commerce Purchase Behavior. Jurnal Pendidikan Bisnis dan Manajemen, 9 (3). pp. 201-216. ISSN 2461-0828; E-ISSN 2527-905X

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Abstract

Online shopping provides various benefits to customers, but it has a fundamental limitation, which is direct interaction with the product. The growth of live streaming commerce (LSC) is a new way for people to reduce their concerns in online shopping. This study identifies the factors that can influence purchase intention in LSCs. The present study used a quantitative approach. The population of this study is all Indonesians who have shopped in LSC in which a sample of 102 respondents was obtained through online distribution of a questionnaire. The data was analyzed descriptively and through Partial Least Square Structural Equation Modelling (PLS-SEM). The results of this study show that physical characteristic similarity has a significant effect on product fit uncertainty. Value similarity has a significant effect on trust. Access to online information has a significant effect on trust but not purchase intention. Trust has a significant influence on product uncertainty and purchase intention. Likewise, product uncertainty has a significant effect on purchase intention. Price has a significant effect on hedonic motivation but not purchase intention. Hedonic motivation has no significant effect on purchase intention. E-commerce platforms and merchants who utilize LSCs can use the findings in this study to improve their business.

Item Type:	Article
Uncontrolled Keywords:	Live streaming commerce, Product uncertainty, Purchase intention, TikTok
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	DUDI ANANDYA
Date Deposited:	18 Dec 2023 02:07
Last Modified:	22 Apr 2024 05:49
URI:	http://repository.ubaya.ac.id/id/eprint/45526

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