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All Journal Jurnal Ilmu Dasar Statistika JURNAL MATEMATIKA STATISTIKA DAN KOMPUTASI Jurnal Statistika Universitas Muhammadiyah Semarang Prosiding SI MaNIs (Seminar Nasional Integrasi Matematika dan Nilai-Nilai Islami) J Statistika: Jurnal Ilmiah Teori dan Aplikasi Statistika Jurnal Ilmiah Manajemen Kesatuan Inferensi Eduvest - Journal of Universal Studies Research Horizon Jurnal Pengabdian Masyarakat Kesehatan
Bambang Widjanarko Otok
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Aerospace Engineering Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Engineering Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Neuroscience Public Health Social Sciences

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Journal : Eduvest - Journal of Universal Studies

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Actual Purchase on Live Streaming TikTok Shop: The Influence of Trust, Flow Experience, and IT Affordance Nugraha, Satria Adi; Widjanarko Otok, Bambang
Eduvest - Journal of Universal Studies Vol. 5 No. 1 (2025): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i1.1565

Abstract

The use of live streaming technology has transcended its marketing function, evolving into a platform for fostering deeper interactions between sellers and consumers. The accessibility of technology, trust, and the flow experience play crucial roles in facilitating transactions within the context of live streaming commerce. These factors influence consumer desire to make purchases and ultimately drive actual purchases. This research aims to investigate the influence of these factors on purchase intention and actual purchases within the context of live streaming commerce services in Indonesia. The data analysis method employed is SEM-PLS, with TikTok as the research subject. TikTok, through its TikTok Shop platform, has become one of the primary choices for live streaming commerce services in Indonesia, with 6 million users as sellers and 7 million users as affiliates. The results of this study show that visibility affordance, metavoicing affordance, and guidance shopping affordance can affect purchase intention which in turn affects actual purchases by customers through trust in seller, trust in platform, and immersion. This research not only provides valuable insights for practitioners and sellers in the field of live streaming commerce, but also provides a foundation for the development of technology platforms that meet market needs.
Co-Authors - Nidhomuddin Achmad Choiruddin Agus Suharsono amanda ratna ningrum Amelia Zeinita Anna Kusuma Wardhani Dukalang, Hendra Eka Diah Kartiningrum Euodia Putri Prastika Fajar, Faried Gangga Anuraga Harison Darmawi Herlina Jusuf Jerry Dwi Trijoyo Purnomo Jorge Mateu M. Sjahid Akbar Muhammad Ghazali Muhammad Sjahid Akbar Purhadi Purhadi Purhadi Rama Hiola Raupong Raupong Reni Hiola Ria Dhea Layla Nur Karisma Santi Wulan Purnami Satria Adi Nugraha Setia Ningsih Shofi Andari subanar subanar Suryo Guritno SUTIKNO