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Journal : Data : Journal of Information Systems and Management

 1 
Engagement at Scale: Experimental Evidence on Interactivity and Purchase Behavior in Indonesia’s Live Commerce Ecosystem Hanifah, Anisah Mutiara Zahra; Marthalia, Lia; Sapri
Data : Journal of Information Systems and Management Vol. 2 No. 2 (2024): April 2024
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/data.v2i2.918

Abstract

This study investigates how interactivity influences consumer purchase decisions in live commerce, focusing on short video platforms in Indonesia. As digital retail rapidly expands across Southeast Asia, live commerce particularly on platforms like TikTok Shop by Tokopedia has become a dominant format for real time engagement and conversion. The objective of this research is to provide empirical evidence on the causal effects of interactivity during live shopping sessions on key performance indicators such as trust, click through rates, and paid orders. Using a randomized field experiment design, the study categorizes live sessions into three treatment groups representing different levels of interactivity (low, moderate, high). Quantitative data were collected from 90 sessions hosted by certified sellers, supplemented by post session viewer surveys. Key metrics include chat frequency, response time, Q&A participation, and viewer trust scores. Analytical techniques include regression models and mediation analysis. Results show that higher interactivity significantly enhances engagement and drives stronger outcomes at each stage of the purchase funnel. Paid order rates increased from 1.2% in low interactivity sessions to 3.6% in high interactivity sessions. Trust was identified as a statistically significant mediator between interactivity and purchase behavior, reinforcing existing digital commerce theories such as the Stimulus Organism Response (S O R) model. These findings have critical implications for platform developers, marketers, and policymakers. Optimizing live commerce features to encourage real time interaction can improve trust and conversion outcomes, particularly in culturally collectivist and regulatory sensitive markets like Indonesia. The research highlights the need for adaptive platform design and regulatory foresight to balance innovation with compliance.
Co-Authors Adiansyah Harahap, Ilham Adnan, Andi Astinah Afdhalurrahman Afrahul Fadhila Daulai Ahmad Tarmizi Hasibuan Ahmadi, Rezky Al Fatha, Khairani Alfie Ridho Alinse, Rizka Tri Andina Halimsyah Rambe Anggi Khairani Anisa Khairani Anugrah Akbar Asad, Muhammad Arisal Asril Azhari Hasibuan Assyfa Ramadhina Astinah, Andi Asyurah, Muh. Aswan Azahra, Bella Baharuddin Budianti, Yusnaili Burhanuddin Dahlan, Zaini Deby Sandri Febriyanti Dema, Herman DEVI PERMATA SARI Didi Maslan Efriza Pahlevi Wulandari Erfina Ermi, Nurindah Wardani Fahrur Rozy Febby Adinda Febrianti, Sella Fira Dwi Putri Gita Rahmayani Purba Hanifah, Anisah Mutiara Zahra Harahap, Aminuddin Harahap, Azmi Oktari Hariyanti Hamid Hasmiati Haya Taqiyah Hilda Wahyuni Himawan, Ferdiansyah Husain Ibrahim, Monalisa Indah Widya Jaya Putri Nasution Iqbal Fhitriansyah Irwandi Jarkasih Harahap, Ibnu Alwi Kenara Khairani, Siti Khairani, Yesa Dwi Linda Fauziah Ariyani Lola Khairunnisa Lukman M. Ali Akbar M. Anwar Azhari Lubis M. Billy Kurniawan Mannu, H. Ahmad Marlina Marthalia, Lia Maulani, Armi Mayang Ramadani Meifida Ilyas Melani Melati Maharani Nasution Muhammad Ikbal Muhammad Nasrullah Ramadhana Muhammad Rizal Setiawan Murtiyana Sari Murtiyana, Sari Mutiara Putri Nabila Mutiya Nadia Salsabila Putri Najmul Akhyar Mahmudi Nasution Nela Trianita, Trianita Nining Mulyani Novita, Puspita Nurfadilah Sindika Sari Nurhaflisma Lubis Nurul fadillah, Nurul Pane, Fizri Aspika Putri Pasaribu, Zakiyah Khairani Pohan, Yusri Yanti Pratiwi, Annisa Putri Pulungan, Juli Julaiha Radhinal Abdullah RAHMAWATI, ELY Rahmi Fadiah Nasution Ramadhan Wahyudi Rangkuti, Khairina Habib Riris Nurkholidah Rambe Riska Rizki Khairunnisa Sembiring Rizky Wardiyah Hasibuan Rizqa, Rizqa Fadhila Suchita Putri Rofidah Nur Umar Saleh, Firman Saleh, Syafira Sahara Sam Hermansyah Sappeami Sari, Dian Mardiati Shifa Sofyan Siagian, Amalia Alfina Br Siti Tasyakuriah Sitompul, Buti Sarma Subagiyo Supardi, Reno Syafira Nur Rizki Syahputra, Apriyan Syahri Anggi Rezeki Tondi, Muhammad Nur Tri Nur Hasanah Triazi, Nirina Usman M Yesi Wulandari Yunita Ali Pujiastuti Zahra Mutiara