The Impact of Live Streaming Experience on Online Transaction: Research on Indonesian B2C E-Commerce Users

Management

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.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.