Tren Live Shopping: Pengaruh Customer Engagement, Perceived Emotional Value, dan Social Support terhadap Purchase Intention
Live Shopping Trends: The Influence of Customer Engagement, Perceived Emotional Value, and Social Support on Purchase Intention
Keywords:
Customer engagement, Live shopping, Perceived emotional value, Social support
Abstract
Penelitian ini menguji hubungan antara Customer engagement, Perceived emotional value, dan Social support dengan niat pembelian (Purchase Intention) menggunakan metode SEM-PLS 3. Hasil analisis menunjukkan bahwa Customer engagement (T Statistic 2.018, P value 0.044) dan Perceived emotional value (T Statistic 7.924, P value 0) berhubungan signifikan dan positif dengan niat pembelian, konsisten dengan penelitian sebelumnya. Sebaliknya, hubungan antara Social support dan niat pembelian tidak signifikan (T Statistic 1.077, P value 0.282). Penelitian ini menegaskan pentingnya Customer engagement dan Perceived emotional value dalam mempengaruhi niat pembelian dibandingkan dengan Social support
References
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Asshidin, N. H. N., Abidin, N., & Borhan, H. B. (2016). Perceived Quality and Emotional Value that Influence Consumer’s Purchase Intention towards American and Local Products. Procedia Economics and Finance, 35, 639–643. https://doi.org/10.1016/S2212-5671(16)00078-2
Balabanis, G., & Chatzopoulou, E. (2019). Under the influence of a blogger: The role of information-seeking goals and issue involvement. Psychology & Marketing, 36(4), 342–353. https://doi.org/10.1002/mar.21182
Chen, C.-C., & Lin, Y.-C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293–303. https://doi.org/10.1016/j.tele.2017.12.003
Chin, W. W. (1998). Commentary: Issues and Opinion on Structural Equation Modeling. MIS Quarterly, 22(1), vii–xvi.
Chua, R. Y. J., Ingram, P., & Morris, M. W. (2008). From the Head and the Heart: Locating Cognition- and Affect-Based Trust in Managers’ Professional Networks. Academy of Management Journal, 51(3), 436–452. https://doi.org/10.5465/amj.2008.32625956
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
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
Huang, P., Lurie, N. H., & Mitra, S. (2009). Searching for Experience on the Web: An Empirical Examination of Consumer Behavior for Search and Experience Goods. Journal of Marketing, 73(2), 55–69. https://doi.org/10.1509/jmkg.73.2.55
Kang, J. H., & Jin, B. (2015). Positive Consumption Emotion to Purchase Intention Cross-Cultural Evidence from China and India. In L. Robinson (Ed.), Marketing Dynamism & Sustainability: Things Change, Things Stay the Same… (pp. 655–658). Springer International Publishing. https://doi.org/10.1007/978-3-319-10912- 1_210
Kang, K., Lu, J., Guo, L., & Li, W. (2021). The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms. International Journal of Information Management, 56, 102251. https://doi.org/10.1016/j.ijinfomgt.2020.102251
Li, L., Chen, X., & Zhu, P. (2024). How do e-commerce anchors’ characteristics influence consumers’ impulse buying? An emotional contagion perspective. Journal of Retailing and Consumer Services, 76, 103587.
https://doi.org/10.1016/j.jretconser.2023.103587
Lin, T.-C., Hsu, J. S.-C., Cheng, H.-L., & Chiu, C.-M. (2015). Exploring the relationship between receiving and offering online Social support: A dual Social support model. Information & Management, 52(3), 371–383. https://doi.org/10.1016/j.im.2015.01.003
Liu, H., Chung, L., Tan, K. H., & Peng, B. (2024). I want to view it my way! How viewer engagement shapes the value co-creation on sports live streaming platform. Journal of Business Research, 170, 114331. https://doi.org/10.1016/j.jbusres.2023.114331 Logan, K. (2013). And now a word from our sponsor: Do consumers perceive advertising on traditional television and online streaming video differently? Journal of Marketing Communications, 19(4), 258–276. https://doi.org/10.1080/13527266.2011.631568
Lu, Z., Xia, H., Heo, S., & Wigdor, D. (2018). You Watch, You Give, and You Engage: A Study of Live Streaming Practices in China. Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems, 1–13. https://doi.org/10.1145/3173574.3174040
Ma, L., Gao, S., & Zhang, X. (2022). How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China. Sustainability, 14(2), Article 2. https://doi.org/10.3390/su14021045
Norris, F. H., & Kaniasty, K. (1996). Received and perceived Social support in times of stress: A test of the Social support deterioration deterrence model. Journal of Personality and Social Psychology, 71(3), 498–511. https://doi.org/10.1037/0022- 3514.71.3.498
Putri, N. A., & Maryam, D. (2023). Pengaruh Interactivity Terhadap Trust, Perceived enjoyment, dan Impulsive buying intention di Shopee Live. Economic and Education Journal (Ecoducation), 5(3), Article 3.
https://doi.org/10.33503/ecoducation.v6i1.3810
Qin, C., Zeng, X., Liang, S., & Zhang, K. (2023). Do Live Streaming and Online Consumer Reviews Jointly Affect Purchase Intention? Sustainability, 15(8), Article 8. https://doi.org/10.3390/su15086992
Sekaran, U., & Bougie, R. (2016). Research Methods For Business: A Skill Building Approach. John Wiley & Sons.
Singh, S., Singh, N., Kalinic´, Z., & Lie´bana-Cabanillas, F. J. (2021). Assessing determinants influencing continued use of live streaming services: An extended perceived value theory of streaming addiction. Expert Systems with Applications, 168, 114241. https://doi.org/10.1016/j.eswa.2020.114241
van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599
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, 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Xia, L.-X., Liu, J., Ding, C., Hollon, S. D., Shao, B.-T., & Zhang, Q. (2012). The relation of self-supporting personality, enacted Social support, and perceived Social support. Personality and Individual Differences, 52(2), 156–160. https://doi.org/10.1016/j.paid.2011.10.002
Yusuf, A. S., Che Hussin, A. R., & Busalim, A. H. (2018). Influence of e-WOM engagement on consumer Purchase Intention in social commerce. Journal of Services Marketing, 32(4), 493–504. https://doi.org/10.1108/JSM-01-2017-0031 Zagidullin, M., Aziz, N., & Kozhakhmet, S. (2021). Government policies and attitudes to social media use among users in Turkey: The role of awareness of policies, political involvement, online trust, and party identification. Technology in Society, 67, 101708. https://doi.org/10.1016/j.techsoc.2021.101708
Zhang, W., Zhang, W., & Daim, T. U. (2023). Investigating consumer Purchase Intention in online social media marketing: A case study of Tiktok. Technology in Society, 74, 102289. https://doi.org/10.1016/j.techsoc.2023.102289
Published
2024-08-13
Section
Articles
