Understanding Sellers' Intention to Adopt Live Commerce: The Roles of Perceived Platform Effectiveness and Perceived Economic Benefit in Tokopedia Play

Andhi Febisatria (Universitas Negeri Makassar)
Eureka Try Zarazwanty R. Laega (Universitas Negeri Makassar)
Aryan Agus Pratama (Universitas Negeri Makassar)
Fitriana Fitriana (Universitas Negeri Makassar)
Leonardo Davidsi Sipayung (Universitas Negeri Makassar)

JURNAL EKONOMI BISNIS DAN MANAJEMEN
Vol. 4 No. 4 (2026): Oktober: JURNAL EKONOMI BISNIS DAN MANAJEMEN

. The rapid development of live commerce has transformed digital marketing practices by enabling real-time interactions between sellers and consumers, thereby increasing the importance of platform adoption in improving online business performance. Although Tokopedia Play is part of Indonesia's largest e-commerce ecosystem, its adoption rate remains lower than that of competing live shopping platforms. This condition highlights the need to better understand the factors influencing sellers' intention to use the platform. This study aims to examine the effects of perceived platform effectiveness and perceived economic benefit on intention to use Tokopedia Play. A quantitative approach with an explanatory survey design was employed, involving online sellers in Indonesia who were selected using purposive sampling. Data were collected through a structured questionnaire using a five-point Likert scale and analyzed using multiple linear regression. The findings reveal that both perceived platform effectiveness and perceived economic benefit have positive and significant effects on intention to use Tokopedia Play. Perceived platform effectiveness emerged as the most influential factor, indicating that sellers primarily consider system reliability, ease of use, interactive features, and overall platform performance when deciding to adopt live commerce. Furthermore, perceptions of economic benefits, including improved business performance, greater operational efficiency, and broader market reach, further strengthen sellers' intention to use the platform. This study contributes to the technology adoption literature by integrating the Technology Acceptance Model (TAM) and Perceived Value Theory within the context of live commerce from the sellers' perspective. The findings also provide practical implications for digital platform providers by emphasizing the importance of continuously improving platform quality while delivering tangible business value to encourage greater seller participation in the live commerce ecosystem.