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All Journal Jurnal Bisnis Digital
Rakha Fathin Budiman
Universitas Ibn Khaldun Bogor
Computer Science & IT Economics, Econometrics & Finance Education

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The Influence of E-Commerce Live Streaming Interaction on Consumer Trust and Purchase Decisions of Generation Z Farras Aisy Irfan Hi Mallu; Gyana Nisrina; Nazwa Safa Felisha; Rakha Fathin Budiman; Neng Ayu Sri Wahyuni
J BIDIK (Jurnal Bisnis Digital) Vol. 4 No. 1 (2025): JUNI
Publisher : Universitas Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/jbidik.v4i1.2638

Abstract

Live streaming e-commerce has become one of the most popular online shopping channels for Generation Z consumers in Indonesia. This study aims to analyze the influence of interaction elements in live broadcasting on the trust and purchasing decisions of Gen Z consumers. Using a systematic literature review approach of 10 articles from journals, this study identifies four main interaction elements that affect consumer trust, namely credibility and authenticity of the host, real-time interaction through comments and Q&A, live product demonstrations, and urgency mechanisms through flash sales. The results of the study show that trust functions as a critical mediator between interaction experience and purchase decisions, with mediation coefficients ranging from 0.45 to 0.72 based on various empirical studies. The characteristics of Gen Z as digital natives who prioritize authenticity and are heavily influenced by peer communities make them the most responsive segment to live commerce formats. These findings were analyzed using the Technology Acceptance Model (TAM) framework and Social Presence Theory. Practical implications include host selection strategies, interactive broadcast content design, and long-term trust ecosystem building.
Co-Authors Farras Aisy Irfan Hi Mallu Gyana Nisrina Nazwa Safa Felisha Neng Ayu Sri wahyuni