Article Per Year (5 Year)
p-Index From 2021 - 2026
0.702
P-Index
This Author published in this journals
All Journal Asia-Pacific Management and Business Application International Journal Of Science, Technology & Management (IJSTM) Ecoducation
Batara, Lisa Charisa
Unknown Affiliation
Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Mechanical Engineering Social Sciences Transportation

Published : 4 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : International Journal Of Science, Technology

 1 
Exploring the Influence of Viewers Engagement in Live Shopping: A Study on the Impact of Skepticism and Perceived Emotional Value on Purchase Intention Batara, Lisa Charisa; Sugiarto, Catur
International Journal of Science, Technology & Management Vol. 5 No. 3 (2024): May 2024
Publisher : Publisher Cv. Inara Colaboration with www.stie-sampit.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v5i3.1097

Abstract

The primary aim of this study is to investigate how viewer engagement during live streaming shopping impacts consumer skepticism, perceived emotional value, and purchase intention. Utilizing the Structural Equation Modeling (SEM) Partial Least Squares (PLS) method, we analyzed survey data gathered from consumers actively involved in the live streaming e-commerce scene in Indonesia. .The research findings indicate significant support for the proposed hypotheses. Viewer engagement is proven to have a positive impact on consumer skepticism levels and significantly contributes to the enhancement of perceived emotional value. However, interesting findings emerge when consumer skepticism levels do not significantly influence their purchase intentions. On the contrary, perceived emotional value has a significant positive impact on purchase intention. Practical implications of this research involve expanding marketing strategies that focus on increasing viewer engagement and providing strong emotional value to encourage consumer purchase intentions during live streaming shopping sessions. This research contributes to the understanding of consumer dynamics in the context of live streaming e-commerce and provides guidance for companies to optimize customer interactions and sales outcomes.
Co-Authors Retno Tanding Suryandari Sugiarto, Catur Suryanadi, Pram