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Title: :  The Impact of Live Streaming Experience on Online Transaction: Research on Indonesian B2C E-Commerce Users
PaperId: :  22837
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 10 Issue 2 2024
DUI:    16.0415/IJARIIE-22837
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
Elvina Yunia DearosaShanghai University
Luo GangShanghai University

Abstract

Management
Live Shopping, Cognitive Trust, Affective Trust, Online Purchase Intention
Indonesia's e-commerce sector is rapidly growing and is projected to attract around 245 million users from 2023 to 2027. The industry has expanded to meet consumer demands for various goods, with live shopping emerging as a popular trend. Live shopping allows real-time interaction with sellers despite the inability to physically experience products, addressing consumer needs for daily necessities, health products, electronics, and more. However, challenges like purchasing uncertainty and trust issues accompany this trend. This study explores key variables in live streaming shopping using Smart PLS 4 software and online questionnaires. Variables analyzed include perceived product quality, brand awareness, streamer product knowledge, support from other members, shared values, cognitive trust, affective trust, and purchase intention. Research subjects are users of a leading B2C e-commerce platform in Indonesia, with data collected through simple random sampling and online questionnaires. The study utilized partial least squares structural equation modeling (PLS-SEM) to assess relationships among variables. Results indicate that perceived product quality, brand awareness, and streamer's product knowledge significantly influence consumer trust. Shared values also positively impact trust, influencing consumer willingness to purchase. However, support from other members lacks a significant impact on emotional trust, suggesting consumers prioritize the streamer and the product itself. The study highlights the mediating role of affective trust on cognitive trust and purchase intention, offering insights into consumer behavior and trust formation in live streaming shopping environments.

Citations

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IJARIIE Elvina Yunia Dearosa, and Luo Gang. "The Impact of Live Streaming Experience on Online Transaction: Research on Indonesian B2C E-Commerce Users" International Journal Of Advance Research And Innovative Ideas In Education Volume 10 Issue 2 2024 Page 899-910
MLA Elvina Yunia Dearosa, and Luo Gang. "The Impact of Live Streaming Experience on Online Transaction: Research on Indonesian B2C E-Commerce Users." International Journal Of Advance Research And Innovative Ideas In Education 10.2(2024) : 899-910.
APA Elvina Yunia Dearosa, & Luo Gang. (2024). The Impact of Live Streaming Experience on Online Transaction: Research on Indonesian B2C E-Commerce Users. International Journal Of Advance Research And Innovative Ideas In Education, 10(2), 899-910.
Chicago Elvina Yunia Dearosa, and Luo Gang. "The Impact of Live Streaming Experience on Online Transaction: Research on Indonesian B2C E-Commerce Users." International Journal Of Advance Research And Innovative Ideas In Education 10, no. 2 (2024) : 899-910.
Oxford Elvina Yunia Dearosa, and Luo Gang. 'The Impact of Live Streaming Experience on Online Transaction: Research on Indonesian B2C E-Commerce Users', International Journal Of Advance Research And Innovative Ideas In Education, vol. 10, no. 2, 2024, p. 899-910. Available from IJARIIE, https://ijariie.com/AdminUploadPdf/The_Impact_of_Live_Streaming_Experience_on_Online_Transaction__Research_on_Indonesian_B2C_E_Commerce_Users_ijariie22837.pdf (Accessed : 03 April 2024).
Harvard Elvina Yunia Dearosa, and Luo Gang. (2024) 'The Impact of Live Streaming Experience on Online Transaction: Research on Indonesian B2C E-Commerce Users', International Journal Of Advance Research And Innovative Ideas In Education, 10(2), pp. 899-910IJARIIE [Online]. Available at: https://ijariie.com/AdminUploadPdf/The_Impact_of_Live_Streaming_Experience_on_Online_Transaction__Research_on_Indonesian_B2C_E_Commerce_Users_ijariie22837.pdf (Accessed : 03 April 2024)
IEEE Elvina Yunia Dearosa, and Luo Gang, "The Impact of Live Streaming Experience on Online Transaction: Research on Indonesian B2C E-Commerce Users," International Journal Of Advance Research And Innovative Ideas In Education, vol. 10, no. 2, pp. 899-910, Mar-App 2024. [Online]. Available: https://ijariie.com/AdminUploadPdf/The_Impact_of_Live_Streaming_Experience_on_Online_Transaction__Research_on_Indonesian_B2C_E_Commerce_Users_ijariie22837.pdf [Accessed : 03 April 2024].
Turabian Elvina Yunia Dearosa, and Luo Gang. "The Impact of Live Streaming Experience on Online Transaction: Research on Indonesian B2C E-Commerce Users." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 10 number 2 (03 April 2024).
Vancouver Elvina Yunia Dearosa, and Luo Gang. The Impact of Live Streaming Experience on Online Transaction: Research on Indonesian B2C E-Commerce Users. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2024 [Cited : 03 April 2024]; 10(2) : 899-910. Available from: https://ijariie.com/AdminUploadPdf/The_Impact_of_Live_Streaming_Experience_on_Online_Transaction__Research_on_Indonesian_B2C_E_Commerce_Users_ijariie22837.pdf
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