Analysis Of Factors Affecting Consumers Purchase Intention In Live Streaming Shopping In Indonesia

Tesalonika, Shelia and Anandya, Dudi and Indarini, Indarini (2023) Analysis Of Factors Affecting Consumers Purchase Intention In Live Streaming Shopping In Indonesia. In: 2023 MAG Scholar Conference in Business, Marketing & Tourism, 7-9 November 2023, Denpasar.

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Abstract

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. RQ1: Does professionalism have a positive effect on purchase intention and trust? RQ2: Does interaction have a positive effect on purchase intention and trust? RQ3: Does price discounts have a positive effect on purchase intention and trust? RQ4: Does trust have a positive effect on purchase intention? RQ5: Does trust mediates relationship between professionalism, interaction, price discounts to purchase intention? Technology is used very widely in human life today, where one of its uses is as a medium for selling or marketing a product. The rapid development of innovation and new product sales media has changed consumer behavior in terms of acceptance of products and services. Large retailers and brands are using virtual approaches to engage consumers, especially young consumers (Lee and Chen, 2021; Guo et al., 2021). The results of a Nielsen Indonesia survey show that television (TV) users in the country are currently shrinking drastically compared to before the Covid-19 pandemic (Annur, 2022). Currently TV users reach 81.1%, a decrease from 2019 which reached 93.7%, on the other hand, internet users have actually increased to 76.7% from 55.1% in 2019. Several studies have been conducted in the scope of online streaming, but still show inconsistent results (Zhong et al., 2022; Xu et al., 2022.; Zhu et al, 2020).Zhong et al. (2022)shows that professionalism has no effect on purchase intention. This is different from Xu et al. (2022) which states that professionalism has a significant effect on purchase intention. In other variables Zhong et al. (2022) shows that trust has a significant effect on purchase intention, but in Zhu et al. (2020) trust has no influence on purchase intention. The differences in results from several studies have resulted in the emergence of a research gap which will then be examined further in this research. This research contributes to closing the research gap, especially regarding the influence of professionalism and trust on purchase intention. Apart from that, this research contributes to explaining the live streaming phenomenon which is currently widespread in Indonesia, especially in terms of how buying interest is formed.

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 > HF Commerce
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	DUDI ANANDYA
Date Deposited:	10 May 2024 02:56
Last Modified:	10 May 2024 02:56
URI:	http://repository.ubaya.ac.id/id/eprint/46330

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