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All Journal Jurnal Multidisiplin Madani (MUDIMA)
Erobathriek, Annisya
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Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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What Drives Gen Z to Buy? Unveiling the Role of Relationship Quality, Perceived Value, and Live Streaming Commerce in Developing Countries Erobathriek, Annisya; Hasan, Djohan Gunawan; Jimmy, So Yohanes
Jurnal Multidisiplin Madani Vol. 4 No. 7 (2024): July 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/mudima.v4i7.10006

Abstract

Continuing the pandemic's effect, there has been a notable shift towards online shopping driven by evolving consumer behavior, offering convenience in terms of accessibility, promotions, and direct interaction. Live streaming commerce has seen increased adoption as a result. The study extends the infancy research of live streaming commerce by aiming to develop a conceptual framework that links technological features and customer perceived value with customer relationship quality to influence purchase intentions for fostering economic growth. A total of 403 samples of Indonesian Gen Z were collected through a survey and analyzed using SmartPLS 3. Two main findings emerged. First, technological features significantly influence customers' perceived value (utilitarian, hedonic, social), which directly impacts purchase intention. Second, relationship quality as a mediating variable has a strong and significant impact on customer purchase intention based on the interaction effect of customers' perceived value, emphasizing relationship quality as a pivotal mediating variable. The novelty lies in integrating two exogenous variables, namely technological features and customer perceived value, with the variables of relationship quality and customer purchase intention. The findings provide theoretical and managerial implications for academics and practitioners
Co-Authors Hasan, Djohan Gunawan Jimmy, So Yohanes