DOI QR코드

DOI QR Code

Interactivity and Professionalism to increase Purchase Intention in LiveStreaming Distribution Channel: The Mediation Effect of Trust in Sellers and Platform

  • Agustinus FEBRUADI (Department of Business Administration, Politeknik Negeri Bandung) ;
  • Nisa SEPTIANI (Department of Business Administration, Politeknik Negeri Bandung)
  • Received : 2024.07.14
  • Accepted : 2024.10.05
  • Published : 2024.10.30

Abstract

Purpose: This study explores the impact of interactivity and professionalism on consumer trust and purchase intentions in live-streaming distribution channels, explicitly focusing on Shopee Live in Indonesia. While prior research has examined trust as a general mediator between live-streaming features and consumer behavior, this study focuses on the distinct effects of trust in sellers versus in platforms. Utilizing the S-O-R framework, this research provides a novel exploration of how these trust dimensions act as an intermediary between live-streaming features and purchase intentions. Research Methods: Data were collected from 373 Shopee Live users who purchased fashion products via online surveys. The research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed model and hypotheses. Results: Findings reveal that interactivity positively affects trust in both sellers and platforms but does not directly influence purchase intentions. Conversely, professionalism directly impacts purchase intentions and enhances trust. Trust in sellers and platforms significantly mediates the relationship between interactivity, professionalism, and purchase intentions. Specifically, trust in sellers substantially affects purchase intentions more than trust in platforms. Conclusion: The study concludes that while interactivity builds essential trust, professionalism directly drives purchase intentions, highlighting the importance of professional conduct in live-streaming distribution channel contexts.

Keywords

References

  1. Ashraf, M., Ahmad, J., Chani, M. I., Orangzaib, Khan, M. I., Yasin, M. A., Sajjad, M., & Abbas, M. W. (2022). Determinants of Livestream Shopping Reuse Intention in Social Commerce: Role of Trusting Belief and IT Affordance. Journal of Hunan University Natural Sciences, 49(4), 1-11. https://doi.org/10.55463/issn.1674-2974.49.4.1 
  2. Celik, F., Cam, M. S., & Koseoglu, M. A. (2023). Ad avoidance in the digital context: A systematic literature review and research agenda. In International Journal of Consumer Studies(Vol. 47, Issue 6, pp. 2071-2105). John Wiley and Sons Inc. https://doi.org/10.1111/ijcs.12882 
  3. Chandrruangphen, E., Assarut, N., & Sinthupinyo, S. (2022). The effects of live streaming attributes on consumer trust and shopping intentions for fashion clothing. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2034238 
  4. Chen, J., & Liao, J. (2022). Antecedents of Viewers' Live Streaming Watching: A Perspective of Social Presence Theory. Frontiers in Psychology, 13(March), 1-11. https://doi.org/10.3389/fpsyg.2022.839629 
  5. Chen, Y., Lu, F., & Zheng, S. (2020). A Study on the Influence of E-Commerce Live Streaming on Consumer Repurchase Intentions. International Journal of Marketing Studies, 12(4), 48. https://doi.org/10.5539/ijms.v12n4p48 
  6. Chin, W., Peterson, R., & Brown, S. (2008). Structural equation modeling in marketing: Some practical reminders. Journal of Marketing Theory and Practice, 16(4), 287-298. https://doi.org/https://doi.org/10.2753/MTP1069-6679160402 
  7. Elsholiha, H. D., Najib, M. F., & Amalia, F. A. (2023). Influence of Live-Streaming Shopping Activities on Attitude Toward Purchase Intention. Journal of Marketing Innovation (JMI), 3(2), 110-129. https://doi.org/10.35313/jmi.v3i2.96 
  8. Hair, J., Black, W., & BJ, B. (2010). Multivariate Data Analysis: A Global Perspective. Pearson Education. 
  9. Hair, J., Hult, G., Ringle, C., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLSSEM) (3rd Editio). Thousand Oaks: Sage.
  10. Hair, J., Hult, G., Ringle, C., Sarstedt, M., Danks, N., & Ray, S. (2021). An Introduction to Structural Equation Modeling. https://doi.org/10.1007/978-3-030-80519-7_1 
  11. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8 
  12. Hossain, M. (2018). Understanding the Attitude of Generation Z Consumers Towards Advertising Avoidance on the Internet. European Journal of Business and Management, 10(36), 86-96. 
  13. 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), 1-17. https://doi.org/10.3390/info12060241 
  14. Li, X., Wang, C., & Zhang, Y. (2020). The dilemma of social commerce: Why customers avoid peer-generated advertisements in mobile social networks. Internet Research, 30(3), 1059-1080. https://doi.org/10.1108/INTR-02-2017-0045 
  15. Luo, X., Lim, W. M., Cheah, J. H., Lim, X. J., & Dwivedi, Y. K. (2023). Live Streaming Commerce: A Review and Research Agenda. Journal of Computer Information Systems, 00(00), 1-24. https://doi.org/10.1080/08874417.2023.2290574 
  16. Ma, L., Gao, S., & Zhang, X. (2022). How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China. Sustainability (Switzerland), 14(2), 1-20. https://doi.org/10.3390/su14021045 
  17. McLean, G., Osei-Frimpong, K., Wilson, A., & Pitardi, V. (2020). How live chat assistants drive travel consumers' attitudes, trust, and purchase intentions: The role of human touch. International Journal of Contemporary Hospitality Management, 32(5), 1795-1812. https://doi.org/10.1108/IJCHM-07-2019-0605 
  18. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press. 
  19. Meng, Z., & Lin, M. (2023). The Driving Factors Analysis of Live Streamers' Characteristics and Perceived Value for Consumer Repurchase Intention on Live Streaming Platforms. Journal of Organizational and End User Computing, 35(1), 1-24. https://doi.org/10.4018/JOEUC.323187 
  20. Ngo, T. T. A., Bui, C. T., Chau, H. K. L., & Tran, N. P. N. (2023). "The effects of social media live streaming commerce on Vietnamese Generation Z consumers' purchase intention". Innovative Marketing, 19(4), 269-283. https://doi.org/10.21511/im.19(4).2023.22 
  21. Suhartadi, I. (2024). Survei Ipsos: Live Streaming E-Commerce Tingkatkan Belanja UMKM. Investor.Id. https://investor.id/business/351103/survei-ipsos-live-streamingecommerce-tingkatkan-belanja-umkm 
  22. Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37(December 2018), 100886. https://doi.org/10.1016/j.elerap.2019.100886 
  23. Tuncer, I. (2021). The relationship between IT affordance, flow experience, trust, and social commerce intention: An exploration using the S-O-R paradigm. Technology in Society, 65(March), 101567. https://doi.org/10.1016/j.techsoc.2021.101567 
  24. 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(August), 543-556. https://doi.org/10.1016/j.jbusres.2018.08.032 
  25. Wu, Y., & Huang, H. (2023). Influence of Perceived Value on Consumers' Continuous Purchase Intention in Live-Streaming E-Commerce-Mediated by Consumer Trust. Sustainability (Switzerland), 15(5). https://doi.org/10.3390/su15054432 
  26. Yang, Q., Chaiwan, A., & Nimanussornkul, C. (2023). Factors Effecting of the Consumer Purchase Intention by Local Life Services Live Streaming. Frontiers in Business, Economics and Management, 9(3). https://doi.org/10.54097/fbem.v9i3.9662 
  27. Zhang, L., Chen, M., & Zamil, A. M. A. (2023). Live stream marketing and consumers' purchase intention: An IT affordance perspective using the S-O-R paradigm. Frontiers in Psychology, 14(February), 1-12. https://doi.org/10.3389/fpsyg.2023.1069050 
  28. Zhao, K., Hu, Y., Hong, Y., & Westland, J. C. (2021). Understanding characteristics of popular streamers on live streaming platforms: Evidence from Twitch.tv. Journal of the Association for Information Systems, 22(4), 1076-1098. https://doi.org/10.17705/1jais.00689 
  29. Zhong, Y., Zhang, Y., Luo, M., Wei, J., Liao, S., Tan, K. L., & Yap, S. S. N. (2022). I give discounts, I share information, I interact with viewers: a predictive analysis on factors enhancing college students' purchase intention in a live-streaming shopping environment. Young Consumers, 23(3), 449-467. https://doi.org/10.1108/YC-08-2021-1367 
  30. Zhou, J., Zhou, J., Ding, Y., & Wang, H. (2019). The magic of danmaku: A social interaction perspective of gift sending on live streaming platforms. Electronic Commerce Research and Applications, 34(October 2018), 100815. https://doi.org/10.1016/j.elerap.2018.11.002