Pengaruh Interactivity Terhadap Trust, Perceived enjoyment, dan Impulsive buying intention di Shopee Live
The Influence of Interactivity on Trust, Perceived enjoyment, and Impulsive buying intention at Shopee Live
Keywords:
Interaktivitas, Kepercayaan, Kesenangan, Pembelian Impulsif
Abstract
Penelitian ini bertujuan menyelidiki pengaruh interaktivitas dalam live streaming terhadap kepercayaan, persepsi kesenangan, dan niat pembelian impulsif. Pendekatan metodologi yang digunakan yaitu kuantitatif dengan jenis penelitian kausal. Data primer dikumpulkan melalui kuesioner online yang melibatkan 107 responden, dan analisis dilakukan menggunakan teknik Structural Equation Modeling – Partial Least Square (SEM-PLS). Berdasarkan hasil dari analisis data responden, interaktivitas mampu menunjukkan pengaruh signifikan terhadap kepercayaan dan kesenangan yang dirasakan oleh pelanggan selama menonton Shopee Live. Persepsi kesenangan terbukti dapat memediasi hubungan antara interaktivitas dan niat pembelian impulsif. Namun, temuan juga menunjukkan bahwa pengaruh interaktivitas dan kepercayaan terhadap niat pembelian impulsif tidak sepenuhnya signifikan. Oleh karena itu, penjual dapat memanfaatkan strategi interaktif yang didesain dengan cermat untuk menciptakan pengalaman yang memikat bagi pelanggan, membangun kepercayaan, serta mendorong keinginan untuk melakukan pembelian secara impulsif.
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Hou, F., Guan, Z., Li, B., & Chong, A. Y. L. (2020). Factors influencing people’s continuous watching intention and consumption intention in live streaming: Evidence from China. Internet Research, 30(1), 141–163. https://doi.org/10.1108/INTR-04-2018-0177.
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.
Lin, S. C., Tseng, H. T., Shirazi, F., Hajli, N., & Tsai, P. T. (2023). Exploring factors influencing impulse buying in live streaming shopping: a stimulus-organism-response (SOR) perspective. Asia Pacific Journal of Marketing and Logistics, 35(6), 1383–1403. https://doi.org/10.1108/APJML-12-2021-0903.
Lu, B., & Chen, Z. (2021). Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective. Information and Management, 58(7), 103509. https://doi.org/10.1016/j.im.2021.103509.
Malhotra, N. K. (2019). Marketing research. In Marketing Research.
Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory. International Journal of Web Information Systems, 17(4), 300–320. https://doi.org/10.1108/IJWIS-02-2021-0012.
Saad, M., & Metawie, M. (2015). Store Environment, Personality Factors and Impulse Buying Behavior in Egypt: The Mediating Roles of Shop Enjoyment and Impulse Buying Tendencies. Journal of Business and Management Sciences, 3(2), 69–77. https://doi.org/10.12691/jbms-3-2-3.
Smink, A. R., Frowijn, S., van Reijmersdal, E. A., van Noort, G., & Neijens, P. C. (2019). Try online before you buy: How does shopping with augmented reality affect brand responses and personal data disclosure. Electronic Commerce Research and Applications, 35(January), 100854. https://doi.org/10.1016/j.elerap.2019.100854.
Tonietto, G. N., & Barasch, A. (2021). Generating Content Increases Enjoyment by Immersing Consumers and Accelerating Perceived Time. Journal of Marketing, 85(6), 83–100. https://doi.org/10.1177/0022242920944388.
Wang, X., & Wu, D. (2019). Understanding User Engagement Mechanisms on a Live Streaming Platform. In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics): Vol. 11589 LNCS. Springer International Publishing. https://doi.org/10.1007/978-3-030-22338-0_22.
Zhang, M., Liu, Y., Wang, Y., & Zhao, L. (2022). How to retain customers: Understanding the role of trust in live streaming commerce with a socio-technical perspective. Computers in Human Behavior, 127(June 2021), 107052. https://doi.org/10.1016/j.chb.2021.107052.
Zhao, Y., Li, Y., Wang, N., Zhou, R., & Luo, X. (Robert). (2022). A Meta-Analysis of Online Impulsive Buying and the Moderating Effect of Economic Development Level. Information Systems Frontiers, 24(5), 1667–1688. https://doi.org/10.1007/s10796-021-10170-4.
Zheng, S., Wu, M., & Liao, J. (2023). The impact of destination live streaming on viewers’ travel intention. Current Issues in Tourism, 26(2), 184–198. https://doi.org/10.1080/13683500.2022.2117594.
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2009). Business Research Methods. In Business Research Methods. https://doi.org/10.1007/978-3-319-00539-3.
Published
2023-12-31
Section
Articles
