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All Journal Jurnal Ilmiah METHONOMI Emerging Science Journal Visi Sosial Humaniora Jurnal Manajemen dan Pemasaran Jasa
Silalahi, Andri Dayarana K.
Universitas HKBP Nommensen Medan
Arts Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Emerging Science Journal

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Understanding Consumers' Purchase Intention and Gift-Giving in Live Streaming Commerce: Findings from SEM and fsQCA Wen-Kuo Chen; Chien-Wen Chen; Andri Dayarana K. Silalahi
Emerging Science Journal Vol 6, No 3 (2022): June
Publisher : Ital Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28991/ESJ-2022-06-03-03

Abstract

Live streaming commerce has experienced tremendous growth over the past few years. Although research has increasingly investigated the phenomenon of live streaming as e-commerce, it is arguably essential to determine why consumers make purchases through live streaming and send paid gifts to streamers. This study aims to understand users' social commerce purchase intentions and gift-giving according to the uses and gratification perspective, and engagement, and extends the literature by identifying five uses and gratifications for social media live streaming and how the viewers' engagement affects purchase intentions and gift-giving. We tested the hypothesis among 525 Indonesians who watch live streaming through Structural Equation Modeling (SEM) and fuzzy set Qualitative Comparative Analysis (fsQCA). The results of SEM confirm the importance of pass-times and habits to consumer engagement in live streaming. In this sequence, the role of engagement (emotional, social presence, and immersion) was confirmed to significantly influence purchase intention and gift-giving intention. The results of fsQCA provide theoretical insight and practical suggestions for increasing our understanding of the complex interconnectivity among uses, gratification factors, engagement in social commerce purchase intentions, and gift-giving intentions. Finally, this study also highlighted the configurational conditions for understanding consumer behaviors in live streaming commerce. Doi: 10.28991/ESJ-2022-06-03-03 Full Text: PDF
How Instagram Influencers Contribute to Consumer Travel Decision: Insights from SEM and fsQCA Wen-Kuo Chen; Pantas H. Silaban; Widya Elisabeth Hutagalung; Andri Dayarana K. Silalahi
Emerging Science Journal Vol 7, No 1 (2023): February
Publisher : Ital Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28991/ESJ-2023-07-01-02

Abstract

In recent years, social media influencers (SMIs) have become independent entities capable of influencing their audiences. Businesses look towards SMIs on Instagram as a marketing communication tool due to their popularity and effectiveness. In tourism, few studies investigate the role of SMI in influencing travel behaviors. The study examines how SMI can influence Instagram followers' travel behaviors. This study determined SMI based on attractiveness, similarity, and expertise. SMI can generate parasocial interactions with followers and build trust by promoting destinations based on these three dimensions. This study tested the research hypothesis on 364 respondents using a dual-approach analysis of structural equation modeling and fuzzy set qualitative comparative analysis. The results of the SEM analysis confirm that consumers were more likely to trust SMI based on their expertise and similarity. Also, this study demonstrated that highly attractive SMI and similarity with followers can lead to parasocial interactions. When consumers trust and feel parasocial interaction with SMI, they are more likely to consider traveling. FsQCA results confirm the presence of two configurations with high travel intention. The causal conditions configuration presented in this study demonstrated the interdimensional relationship between SMIs (attractiveness, similarity, and expertise), trust, and parasocial interaction in terms of travel intention. This study also achieved theoretical contributions and managerial implications on how scholars and tourism managers leverage SMIs to create high travel intentions. Doi: 10.28991/ESJ-2023-07-01-02 Full Text: PDF
Co-Authors Andri Dayarana K. Silalahi Chien-Wen Chen Edgar Octoyuda Lamtiur Hutabarat Pantas H Silaban Pantas H. Silaban Pantas H. Silaban Romindo Megawati Pasaribu Wen-Kuo Chen Widya Elisabeth Hutagalung