Pengaruh Persepsi Kenyamanan, Interaksi Sosial, Persepsi Streamer dan Persepsi Utilitas terhadap Live Stream Shopping Intentions

Rizka Fatimah; Jatmiko Jatmiko

doi:10.30640/jmcbus.v2i2.2417

Authors

Rizka Fatimah Universitas Esa Unggul
Jatmiko Jatmiko Universitas Esa Unggul

DOI:

https://doi.org/10.30640/jmcbus.v2i2.2417

Keywords:

Perceived Convenience, Social Interaction, Perceived Streamer, Perceived Utility of Live Stream Shopping Intentions

Abstract

Live stream shopping is experiencing unprecedented growth. However, research on live stream shopping is still in its infancy. In addition, there are several previous studies with different results regarding the influence of perceived convenience, social interaction, streamer perception and perceived utility have a positive influence on live stream shopping intentions. Therefore, the purpose of this study is to assess the factors that influence shopping intentions in the context of live streaming and to determine whether perceived convenience, social interaction, streamer perception, and perceived utility have a positive impact on shopping intentions through live streaming. This study adopts a quantitative method, the data used is primary data obtained through the distribution of questionnaires to 115 consumers in the Jabodetabek area. The data was analyzed using multiple linear regression methods with SPSS statistical series 27 software. Based on the test results conducted, this study shows that perceived convenience, social interaction, streamer perceptions and perceived utility have a significant effect on live stream shopping intentions.

References

Bründl, S. ;, Matt, C. ;, & Hess, T. (2017). Consumer use of social live streaing services: The influence of co-experience and effectance on enjoyment. http://aisel.aisnet.org/ecis2017_rphttp://aisel.aisnet.org/ecis2017_rp/114

Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and hedonic motivations for live streaming shopping. TVX 2018 - Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video, 81–88. https://doi.org/10.1145/3210825.3210837

Chen, C. C., & Lin, Y. C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293–303. https://doi.org/10.1016/j.tele.2017.12.003

Chi, H., Ren Yeh, H., Ching Tsai, Y., & Student, G. (2011). The Influences of Perceived Value on Consumer Purchase Intention: The Moderating Effect of Advertising Endorser.

Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. In Journal of Retailing (Vol. 77). www.LivePlanet.com/home.html

Chong, B., & Yee Loong, A. (2019). Factors Influencing People’s Continuous Watching Intention and Consumption Intention in Live Streaming: Evidence from China. https://www.nottingham.edu.cn/en/library/documents/research-

Chuah, S. H. W., Rauschnabel, P. A., Krey, N., Nguyen, B., Ramayah, T., & Lade, S. (2016). Wearable technologies: The role of usefulness and visibility in smartwatch adoption. Computers in Human Behavior, 65, 276–284. https://doi.org/10.1016/j.chb.2016.07.047

Clement Addo, P., Fang, J., Asare, A. O., & Kulbo, N. B. (2021). Customer engagement and purchase intention in live-streaming digital marketing platforms. Service Industries Journal, 41(11–12), 767–786. https://doi.org/10.1080/02642069.2021.1905798

Dai, Q., & Cui, X. (2022). The influence and moderating effect of trust in streamers in a live streaming shopping environment. Journal of University of Science and Technology of China, 52(2). https://doi.org/10.52396/JUSTC-2021-0219

Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009

Ferdinand, A. (2014). Metode Penelitian Manajemen : Pedoman Penelitian untuk Penulisan Skripsi Tesis dan Desertasi Ilmu Manajemen. Universitas Diponegoro.

Ferrand, A., & Vecchiatini, D. (2002). The Effect of Service Performance and Ski Resort Image on Skiers’ Satisfaction.

Friedrich, T., Schlauderer, S., & Overhage, S. (2019). The impact of social commerce feature richness on website stickiness through cognitive and affective factors: An experimental study. Electronic Commerce Research and Applications, 36. https://doi.org/10.1016/j.elerap.2019.100861

Galhotra, B., & Dewan, A. (2020). Impact of COVID-19 on digital platforms and change in E-commerce shopping trends. Proceedings of the 4th International Conference on IoT in Social, Mobile, Analytics and Cloud, ISMAC 2020, 861–866. https://doi.org/10.1109/I-SMAC49090.2020.9243379

Gallego, M. D., Bueno, S., & Noyes, J. (2016). Second Life adoption in education: A motivational model based on Uses and Gratifications theory. Computers and Education, 100, 81–93. https://doi.org/10.1016/j.compedu.2016.05.001

Gan, C., & Li, H. (2018). Understanding the effects of gratifications on the continuance intention to use WeChat in China: A perspective on uses and gratifications. Computers in Human Behavior, 78, 306–315. https://doi.org/10.1016/j.chb.2017.10.003

Ghahtarani, A., Sheikhmohammady, M., & Rostami, M. (2020). The impact of social capital and social interaction on customers’ purchase intention, considering knowledge sharing in social commerce context. Journal of Innovation and Knowledge, 5(3), 191–199. https://doi.org/10.1016/j.jik.2019.08.004

Gogan, I. C. W., Zhang, Z., & Matemba, E. D. (2018). Impacts of gratifications on consumers’ emotions and continuance use intention: An empirical study of Weibo in China. Sustainability (Switzerland), 10(9). https://doi.org/10.3390/su10093162

Ha, N. M., & Lam, N. H. (2016). The Effects of Celebrity Endorsement on Customer’s Attitude toward Brand and Purchase Intention. International Journal of Economics and Finance, 9(1), 64. https://doi.org/10.5539/ijef.v9n1p64

Ha, Y. W., Kim, J., Libaque-Saenz, C. F., Chang, Y., & Park, M. C. (2015). Use and gratifications of mobile SNSs: Facebook and KakaoTalk in Korea. Telematics and Informatics, 32(3), 425–438. https://doi.org/10.1016/j.tele.2014.10.006

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Issue 1, pp. 2–24). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-11-2018-0203

Hilvert-Bruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 58–67. https://doi.org/10.1016/j.chb.2018.02.013

Hu, M., & Chaudhry, S. S. (2020). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Research, 30(3), 1019–1041. https://doi.org/10.1108/INTR-03-2019-0082

Hu, M., Zhang, M., & Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. Computers in Human Behavior, 75, 594–606. https://doi.org/10.1016/j.chb.2017.06.006

Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366–376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009

Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland), 12(6). https://doi.org/10.3390/info12060241

Li, Q., Chan, Y. M., Kong, Y., Ong, J. X., Toh, Y., Hui, H., Lee, M., Loh, G., & Tan, W.-H. (2021). Driving Factors Towards Live-Stream Shopping in Malaysia.

Lin, C. P., & Bhattacherjee, A. (2008). Elucidating individual intention to use interactive information technologies: The role of network externalities. International Journal of Electronic Commerce, 13(1), 85–108. https://doi.org/10.2753/JEC1086-4415130103

Lin, H. C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business Horizons, 61(3), 431–442. https://doi.org/10.1016/j.bushor.2018.01.010

Ma, Y. (2021). To shop or not: Understanding Chinese consumers’ live-stream shopping intentions from the perspectives of uses and gratifications, perceived network size, perceptions of digital celebrities, and shopping orientations. Telematics and Informatics, 59. https://doi.org/10.1016/j.tele.2021.101562

Nurhasanah, N., Putri Febriyani, Z., & Sk, P. (2023). Pengaruh brand ambassador dan social media ads terhadap purchase intention melalui brand image produk skincare ms glow. Jurnal Riset Ekonomi Dan Bisnis.

Parayitam, S., Kakumani, L., & Muddangala, N. B. (2020). Perceived risk as a moderator in the relationship between perception of celebrity endorsement and buying behavior: evidence from rural consumers of India. Journal of Marketing Theory and Practice, 28(4), 521–540. https://doi.org/10.1080/10696679.2020.1795687

Park, H. J., & Lin, L. M. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services, 52. https://doi.org/10.1016/j.jretconser.2019.101934

Park, J., & Han, S. H. (2013). Defining user value: A case study of a smartphone. International Journal of Industrial Ergonomics, 43(4), 274–282. https://doi.org/10.1016/j.ergon.2013.04.005

Rauschnabel, P. A., Rossmann, A., & tom Dieck, M. C. (2017). An adoption framework for mobile augmented reality games: The case of Pokémon Go. Computers in Human Behavior, 76, 276–286. https://doi.org/10.1016/j.chb.2017.07.030

Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53. https://doi.org/10.1016/j.jretconser.2019.01.011

Song, C. ;, & Liu, Y.-L. (2021). The effect of live-streaming shopping on theconsumer’s perceived risk and purchase intention inChina. http://hdl.handle.net/10419/238054

Steinhoff, L., Arli, D., Weaven, S., & Kozlenkova, I. V. (2019). Online relationship marketing. Journal of the Academy of Marketing Science, 47(3), 369–393. https://doi.org/10.1007/s11747-018-0621-6

Venkatesh, V., Walton, S. M., & Thong, J. Y. L. (2012). Quarterly Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. http://about.jstor.org/terms

Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032

Xu, X., Wu, J.-H., & Li, Q. (2020). What Drives Consumer Shopping Behavior in Live Streaming Commerce. Journal of Electronic Commerce Research, 21(3).

Zhang, M., Sun, L., Qin, F., & Wang, G. A. (2020). E-service quality on live streaming platforms: swift guanxi perspective. Journal of Services Marketing, 35(3), 312–324. https://doi.org/10.1108/JSM-01-2020-0009

Zhang, Z., Chen, Z., Wan, M., & Zhang, Z. (2018). Dynamic quality management of live streaming e-commerce supply chain considering streamer type. In Room (Vol. 808). https://ssrn.com/abstract=4276478

Zhao, Q., Chen, C. Der, Cheng, H. W., & Wang, J. L. (2018). Determinants of live streamers’ continuance broadcasting intentions on Twitch: A self-determination theory perspective. Telematics and Informatics, 35(2), 406–420. https://doi.org/10.1016/j.tele.2017.12.018