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All Journal Jurnal Organisasi Dan Manajemen
Stivani Dima Octani
Universitas Dian Nuswantoro
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Managing Perceived Uncertainty and Boosting Purchase Intention Through Live-Streaming Marketing Elements Wana Pramudyawardana Kusuma Negara; Tri Esti Rahayuningtyas; Widyatmoko Widyatmoko; An’nin Firnanda Mustofa Putri; Aurellia Benicta; Stivani Dima Octani; Teuku Abrar
Jurnal Organisasi dan Manajemen Vol. 21 No. 1 (2025)
Publisher : LPPM Universitas Terbuka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33830/jom.v21i1.9787.2025

Abstract

Purpose – This study investigated the impact of live-streaming marketing elements on perceived uncertainty and purchase intentions. Live-streaming marketing elements examined include live-streamer competence, online traffic, information usefulness, and product scarcity. Methodology – The object of this study is businesses engaged in live-streaming commerce through both e-marketplace platforms and social media channels. A total of 418 respondents participated in the online survey. Data analysis was conducted using Partial Least Square-Structural Equation Modeling (PLS-SEM). Findings – Findings indicate that perceived uncertainty negatively affects purchase intentions, while live-streamer competence, information usefulness, and online traffic positively influence purchase intentions. Specifically, information usefulness reduces perceived uncertainty, whereas product scarcity increases perceived uncertainty. Originality – This study highlights the importance of addressing perceived uncertainty through effective live-streaming marketing elements to boost consumer purchase intentions. This study includes the dimension of product scarcity into the live-streaming marketing elements, based on the Yale Model, which has not been explored in prior research.
Co-Authors An’nin Firnanda Mustofa Putri Aurellia Benicta Negara, Wana Pramudyawardana Kusuma Teuku Abrar Tri Esti Rahayuningtyas Widyatmoko Widyatmoko