Nandini, Naomi Marsya and Rahayu, Siti and Trisnawati, Juliani Dyah (2024) Pengaruh Interpersonal Interaction Terhadap Purchase Intention Pada Shopping Live Streaming: Efek Mediasi Swift Guanxi. Jurnal Ekonomi Akuntansi dan Manajemen (JEAM), 23 (2). pp. 60-75. ISSN 1412-5366; E-ISSN 2459-9816
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Abstract
This study aims to analyze the influence of perceived expertise, perceived similarity, perceived familiarity, perceived likeability, flow, and guidance shopping on swift guanxi and purchase intention. The research was conducted in Indonesia, targeting users of three e- commerce platforms (Shopee, Tokopedia, and Lazada) who have made purchases through shopping live streaming at least one to five times. Respondents were required to be at least 17 years old and have interacted during shopping live streaming sessions. Primary data was collected through questionnaires distributed to a sample of 312 respondents. The study employed a quantitative method using PLS- SEM (Partial Least Square - Structural Equation Modelling) for data analysis. The results indicate that perceived expertise, perceived familiarity, flow, and guidance shopping have a positive and significant impact on swift guanxi, and swift guanxi has a positive and significant impact on purchase intention. However, perceived similarity and perceived likeability do not have a significant influence on swift guanxi.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Shopping Live Streaming, Swift Guanxi, Purchase Intention, Flow, Guidance Shopping |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Business and Economic > Department of Management |
| Depositing User: | Ester Sri W. 196039 |
| Date Deposited: | 20 Jan 2025 06:52 |
| Last Modified: | 20 Jan 2025 06:52 |
| URI: | http://repository.ubaya.ac.id/id/eprint/47781 |
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