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All Journal Bata Ilyas Educational Management Review
Dian Anggraeni utina
STIE Amkop Makassar, Makassar City, South Sulawesi, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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From Interaction to Purchase Decision: A Sequential S-O-R Model of Consumer Engagement and Trust in Live Shopping for MSME Products Muhammad Kadafi R; Abdul Syukur; Adrianus parenden; Andi Besse Ferial; Junaidin Junaidin; Dian Anggraeni utina; Aco Lamama; Syarifuddin Syarifuddin
Bata Ilyas Educational Management Review Vol. 6 No. 1: January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/biemr.v6i1.4159

Abstract

Purpose: this study develops a Stimulus–Organism–Response (S-O-R) model to explain how Perceived Live Shopping Interactivity (PLSI) influences Purchase Decision through Social Presence (SP), Live Commerce Trust (LCT), and Live Shopping Customer Engagement (LSCE) in the context of MSME products. Research Method: a simulated dataset of 380 cases was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) as a preliminary dry run. LSCE was modeled as a higher-order construct comprising Cognitive Processing, Affection, and Activation.. Results and Discussion: PLSI positively influenced SP (β = 0.637) and LCT (β = 0.362), while SP positively influenced LCT (β = 0.348). LCT positively affected LSCE (β = 0.458) and Purchase Decision (β = 0.262), while LSCE positively affected Purchase Decision (β = 0.425). The results support a sequential pathway from interactivity to purchase decision through SP, LCT, and LSCE. Implications: the model provides a basis for future empirical testing and may guide MSMEs in designing more engaging and trustworthy live-shopping experiences. Originality: this study integrates social presence, trust, and multidimensional customer engagement into a sequential S-O-R mechanism for live-shopping purchase decisions.
Co-Authors Abdul Syukur Aco Lamama Adrianus parenden Andi Besse Ferial Junaidin Junaidin Muhammad Kadafi R Syarifuddin Syarifuddin