Digital Business

The research highlights the influence of live streaming on e-commerce, focusing on various factors that drive consumer behavior and purchase intentions. The studies explored different variables such as perceived enjoyment, perceived usefulness, attractiveness, trustworthiness, and product price.

por สายรุ้ง ศรีใหม่

por Sarmad Abdullah

por sasi kala

por Pero Gruyo

the variables employed remain limited

this study employed a single research method

the sample size of respondents in this study is relatively small

Variabel Dependen (Intention to buy)

Variabel Mediasi (Trust in products dan Trust in platform)

Variabel Independen (Utilitarian value, Hedonic value, Social value)

The samples are collected and analyzed in the same period

Did not limit any kind of live streaming commerce platform for the respondents

Varibel Dependen (Urge to Buy Impulsively)

Variabel Mediasi (Perceived Enjoyment dan Perceived Usefulness)

Variabel Independen (Attractiveness, Trustworthiness, Expertise, Product Usefulness, Purchase Convenience, Product Price)

The different types of live streams may involve different target audience members and marketing strategies.

does not consider the effects of different national contexts and government policies on live stream marketing.

Variabel Dependen (Consumers offline Purchase intentions)

Variabel Mediasi (Consumers’ attitudes)

Variabel Independen (Informativeness, Wishful identification, Para-social relationship, Inspiration)