Digital Business
News
Live Streaming Jadi Daya Tarik Masyarakat Dalam Peta Persaingan E-Commerce di 2023
Problem
Pengaruh Live Streaming E-commerce terhadap Konsumen
Object
E-commerce
Consumer
Journal
Peilin Zhang, Chih-Wei (Fred) Chao, Raymond Chiong, Najmul Hasan, Hussain M. Aljaroodi, Feng Tian (2023)
Variabel
Variabel Independen (Informativeness, Wishful identification, Para-social relationship, Inspiration)
Variabel Mediasi (Consumers’ attitudes)
Variabel Dependen (Consumers offline Purchase
intentions)
Limitations
does not consider the effects of different national contexts and government policies on live stream marketing.
The different types of live streams may involve different target audience members and marketing strategies.
Variabel
Variabel Independen (Attractiveness, Trustworthiness, Expertise, Product Usefulness, Purchase Convenience, Product Price)
Variabel Mediasi (Perceived Enjoyment dan Perceived Usefulness)
Varibel Dependen (Urge to Buy Impulsively)
Limitations
Did not limit any kind of live streaming commerce platform for the respondents
The samples are collected and analyzed in the same period
Variabel
Variabel Independen (Utilitarian value, Hedonic value, Social value)
Variabel Mediasi (Trust in products dan Trust in platform)
Variabel Dependen (Intention to buy)
Limitations
the sample size of respondents in this study is relatively small
this study employed a single research method
the variables employed remain limited