THE RELATIONSHIP OF INTERACTIVITY, CONSUMER SHOPPING VALUES, AND CO-EXPERIENCE WITH ONLINE PURCHASE INTENTION ON LIVE STREAMING E-COMMERCE

• Main Author: Indriati Pratiwi, Irsa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/62267
• Institution: Institut Teknologi Bandung

Integrating live streaming across multiple platforms, as used by some e-commerce sites, is one of the newer methods commonly used today to retain and attract the consumer. This study investigates some constructs as the antecedent of online purchasing intention in live streaming e-commerce. This study also analyzes the relationship between interactivity, consumers' shopping values, co-experience, consumer trust, and consumer engagement in live streaming e-commerce. This research methodology uses a quantitative approach using questionnaires and surveys with a cross-sectional. The data collection instrument for this study is a questionnaire sent by social media, email, and online messenger platforms. The questionnaire was completed by 411 respondent who were e-commerce users in Indonesia with 383 valid respondents. The research data were analyzed using descriptive analysis with the mean value of the questionnaire and an independent T-Test, followed by a PLS-SEM assessment to test the hypotheses. This study is found, online purchase intention in live streaming e-commerce is positively and significantly related to consumer purchasing values and co-experience antecedents, which are intervened by consumer trust and consumer engagement. The antecedent of live streaming e-commerce interactivity, on the other hand, is negative and insignificant. This research is the first study to look at each construct independently and then combine them into a framework for online purchase intentions in live streaming e-commerce in Indonesia. This study has various limitations, including being a cross-sectional survey study, being limited to the recommended characteristics from prior studies, and being limited to live streaming ecommerce. This study has both theoretical and managerial consequences. There are fresh insights relating to the constructs explored as literature for further investigation. Following that, this research assists sellers and managers with critical issues associated with the utilization of live-streaming as a method of selling in e-commerce.