Exploring the influence of technology affordance on purchase intention through immersion in Shopee live streaming shopping in Indonesia
Keywords:
Technology affordance; visibility; metavoicing; guidance shopping; immersion; purchase intention; live streaming shopping, Shopee
Abstract
This research focuses on viewers purchasing intentions through Shopee live streaming shopping. The aim of this research is to find out how visibility, metavoicing, and guidance shopping on affordance technology can influence purchase intention on Shopee live streaming shopping which is mediated by the immersion variable. The sample used was 241 respondents. Data processing was carried out using SmartPLS and collected through an online questionnaire. The research results show that (1) Visibility has a negative and significant effect on immersion. (2) Metavoicing has a positive and significant effect on immersion. (3) Guidance Shopping has a positive and significant effect on immersion. (4) Immersion has a positive and significant effect on purchase intention. (5) Visibility has a negative and significant effect on purchase intention with immersion as mediation, (6) Metavoicing has a positive and significant effect on purchase intention with immersion as mediation. (7) Guidance Shopping has a positive and significant effect on purchase intention with immersion as mediation.
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References
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Adam, K., & Irwan. (2015). Metode Partial Least Square (PLS) Dan Terapannya (Studi Kasus: Analisis Kepuasan Pelanggan terhadap Layanan PDAM Unit Camming Kab. Bone). 53–86.
Anwar, R., & Adidarma, W. (2016). Pengaruh Kepercayaan dan Risiko pada Minat Beli Belanja Online. Jurnal Manajemen Dan Bisnis Sriwajaya, 14(2).
Baozhou Lu, Weiguo Fan, & Mi Zhou. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225–237.
Chana Titania Azhari Putri Siregar. (2023). INFLUENCE OF INFORMATION TECHNOLOGY AFFORDANCE ON PURCHASE INTENTION ON TIKTOK’S LIVE STREAMING SHOPPING. Universitas Telkom.
Chen, A., Lu, Y., & Wang, B. (2017). Customers’ purchase decision-making process in social commerce: a social learning perspective. Int. J. Inform. Manage, 37(6), 627–638.
Dong, X., & Wang, T. (2018). Social tie formation in Chinese online social commerce: The role of IT affordances. International Journal of Information Management, 42, 49–64.
Dong, X., Wang, T., & Benbasat, I. (2016). Measuring IT affordance in OSC IT Affordances in Online Social Commerce: Conceptualization Validation and Scale Development. In Americas Conference on Information Systems (Issue 1).
Dong-Hee Shin. (2017). The role of affordance in the experience of virtual reality learning: Technological and affective affordances in virtual reality. Telematics and Informatics, 34(8), 1826–1836.
Ghozali, I. (2014). Structural Equation Modeling, Metode Alternatif dengan Partial Least Square (PLS). Edisi 4.
Hair, J. F., Sarstedt, M., & Ringle, C. M. (2019). When to Use and How to Report the Results of PLS-SEM. European Business Review, 31, 2–24. https://doi.org/https://doi.org/10.1108/EBR-11-2018-0203
Hamilton, W. A., Garretson, O., & Kerne, A. (2014). Streaming on twitch: Fostering participatory communities of play within live mixed media. Conference on Human Factors in Computing Systems - Proceedings, 1315–1324.
James J. Gibson. (1979). The Ecological Approach to Visual Perception.
Jaya, I. G. N. M., & Sumertajaya, I. M. (2008). Pemodelan Persamaan Structural dengan Partial Least Square. Semnas Matematika Dan Pendidikan Matematika 2008, 118–132.
Jiaming Fang, Lei Chen, Chao Wen, & Victor R. Prybutok. (2018). Co-viewing Experience in Video Websites: The Effect of Social Presence on E-Loyalty. Int. J. Electron. Comm., 22(3), 446–476.
Kotler, & Ketler. (2016). Marketing Management. Pearson Education.
Leonardi, P. M., Huysman, M. H., & Steinfield, C. (2013). Enterprise social media: definition, history, and prospects for the study of social technologies in organizations. J. Comput-Mediat. Comm., 19(1), 1–19.
Lu, Z., Xia, H., Heo, S., & Wigdor, D. (2018). You Watch, You Give, and You Engage. 1–13.
Mardalis. (2009). Metode Penelitian (Suatu Pendekatan Proposal). Bumi Aksara, 53.
Markus, M. L., & Silver, M. (2008). A Foundation for the Study of IT Effects: A New Look at DeSanctis and Poole’s Concepts of Structural Features and Spirit. Journal of the Association for Information Systems, 9(10), 609–632.
Miranda, F. J., Chamorro-Mera, A., & Rubio, S. (2017). Academic entrepreneurship in Spanish universities: An analysis of the determinants of entrepreneurial intention. European Research on Management and Business Economics, 23(2), 113–122. https://doi.org/10.1016/j.iedeen.2017.01.001
Rehman, F. U., Nawaz, T., Ilyas, M., & Hyder, S. (2014). A Comparative Analysis of Mobile and Email Marketing Using AIDA Model. Journal of Basic and Applied Scientific Research.
Sekaran, Uma, & Bougie. (2016). Research Methods For Business: A Skill Building Approach, 7th Edition.
Shopee. (n.d.). Shopee Karier. https://careers.shopee.co.id/about
Shopee. (2023). Tentang Shopee Live. https://seller.shopee.co.id/edu/article/18646
Statista. (2022). Interest in shopping from a live shopping promotion in Indonesia as of October 2022.
Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif Dan R&D.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, R&D.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta, CV.
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37. https://doi.org/10.1016/j.elerap.2019.100886
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117. https://doi.org/10.1016/j.jbusres.2018.08.032
Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective. Journal of Interactive Marketing, 39, 89–103. https://doi.org/10.1016/j.intmar.2017.04.001
Yim, M. Y.-C., Chu, S.-C., & Sauer, P. L. (2017). Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective. Journal of Interactive Marketing, 39(1), 89–103.
Zhepeng Lv, Yue Jin, & Jinghua Huang. (2018). How do sellers use live chat to influence consumer purchase decision in China? Electronic Commerce Research and Applications, 28, 102–113.
Published
2024-06-29
How to Cite
Salsabila, S., & Patrisia, D. (2024). Exploring the influence of technology affordance on purchase intention through immersion in Shopee live streaming shopping in Indonesia. Marketing Management Studies, 4(2), 206-218. https://doi.org/10.24036/mms.v4i2.522
Section
Articles
