Analysis of Factors Influencing Consumer Purchase Intention in Live Streaming Shopping in Indonesia.

Santoso, Shelia Tesalonika and Anandya, Dudi and Indarini, Indarini (2023) Analysis of Factors Influencing Consumer Purchase Intention in Live Streaming Shopping in Indonesia. In: 2023 MAG Scholar Conference in Business, Marketing & Tourism ​, 7-9 November 2023, Denpasar Bali.

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Live Streaming Shopping as a new form of social commerce has made rapid progress. As many as 83.7% of Indonesian people have visited and used online shopping methods via live broadcasts, also known as live streaming shopping. This research aims to analyze the influence of professionalism, interaction, price discounts, trust on purchase intentions in live streaming shopping in Indonesia. We address 5 research questions, of which 4 questions are related to the relationship between variables and 1 question is about the mediation relationship. The research was carried out by distributing an online questionnaire consisting of statements using a 5-point numerical scale. The sampling technique used is purposive sampling, and the target population is millennial generation and generation Z consumers who have visited and shopped via live streaming shopping on at least one type of platform or e-commerce live streaming shopping provider available in Indonesia at least 2 times in the last 6 months. The total number of samples was 151. The data was then analyzed using SEM (Structural Equation Modeling). Based on the results of research data processing and statistical data testing which were discussed previously, the conclusion was obtained that all 10 hypotheses were supported. This research contributes by showing that professionalism and interaction influence purchase intention. Previously, in research by Zhong et al., (2021), these two variables were not supported by their influence on purchase intention. Another contribution of this research is the use of structural equation models in hypothesis testing which has advantages in robustness over the partial least squares technique. In this case, for entrepreneurs who want to sell via live streaming shopping in Indonesia, several important recommendations can be applied. The important variables here are interaction and trust. Create a pleasant atmosphere and provide guaranteed transactions for customers.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Live streaming shopping; E-commerce; Interaction; Purchase intention
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: DUDI ANANDYA
Date Deposited: 29 Feb 2024 10:14
Last Modified: 29 Feb 2024 10:14

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