PENGARUH LIVE STREAMING ATTRIBUTES TERHADAP PERCEIVED JOY DAN BEHAVIORAL INTENTION PADA PENGGUNA LIVE STREAMING TIKTOK DI SURABAYA
DOI:
https://doi.org/10.35794/jmbi.v12i2.61243Abstract
Abstract: The purpose of this study is to examine and provide evidence of the influence of livestream attributes on perceived joy and behavioral intention among TikTok live stream users in Surabaya. This study employs the Structural Equation Modeling (SEM) technique based on Covariance-Based (CB) analysis to conduct path analysis using AMOS (Analysis of Moment Structure) software. The respondents in this study comprised 200 individuals who had used and made transactions through TikTok Shop live streaming, selected using a purposive sampling method. The research scope includes livestreaming attributes such as information task-fit, visual effect, and sociability as independent variables. The dependent variables are perceived joy and behavioral intention, while motivational mindset (promotion focus/prevention focus) serves as a moderating variable. The findings indicate that sociability is influenced by perceived joy; perceived joy significantly affects behavioral intention; and motivational mindset (promotion focus/prevention focus) moderates the relationship between perceived joy and behavioral intention. However, information task-fit and visual effect do not significantly influence perceived joy, and information task-fit and sociability do not significantly affect behavioral intention.
Keywords: Live Streaming Attributes, Perceived Joy, Information Task-Fit, Visual Effect, Sociability, Behavioral Intention, Online Live Streaming Shopping
References
Anisimova, T., Billore, S., & Kitchen, P. J. (2023). Ego-depletion is in the way: the challenges of controlled communication and the role of the regulatory focus theory in sustainable goals pursuit. Journal of Communication Management. https://doi.org/10.1108/JCOM-10-2022-0117
Asih, D., Teofilus, T., Sutrisno, T. F., & Yoana, C. (2020). The effectiveness of social media based on photo and video sharing to-wards online purchase intention. Jurnal Siasat Bisnis, 24(2), 176–186. https://doi.org/10.20885/jsb.vol24.iss2.art7
Cai, S., Li, S., Xiao, W., & Shen, M. (2024). Livestreaming sales strategy considering valuation correlation and influence effect. Electronic Commerce Research and Applications, 63. https://doi.org/10.1016/j.elerap.2023.101346
Chan, I. C. C., Chen, Z., & Leung, D. (2023). The more the better? Strategizing visual elements in social media marketing. Journal of Hospitality and Tourism Management, 54, 268–289. https://doi.org/10.1016/j.jhtm.2022.11.007
Chatzoglou, P., Chatzoudes, D., Savvidou, A., Fotiadis, T., & Delias, P. (2022). Factors affecting repurchase intentions in retail shopping: An empirical study. Heliyon, 8(9), e10619. https://doi.org/10.1016/J.HELIYON.2022.E10619
Croes, E., & Bartels, J. (2021). Young adults’ motivations for following social influencers and their relationship to identification and buying behavior. Computers in Human Behavior, 124, 106910. https://doi.org/10.1016/J.CHB.2021.106910
Desrochers, C., Léger, P. M., Fredette, M., Mirhoseini, S., & Sénécal, S. (2019). The arithmetic complexity of online grocery shopping: the moderating role of product pictures. Industrial Management & Data Systems, 119(6), 1206–1222. https://doi.org/10.1108/IMDS-04-2018-0151
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Junaidi. (2021). APLIKASI AMOS DAN STRUCTURAL EQUALITION MODEL (SEM).
Lee, K., Shim, E., Kim, J., & Nam, H. (2021). The influence of product innovation messages on the intention to purchase incumbent products. Journal of Innovation & Knowledge, 6(3), 154–166. https://doi.org/10.1016/J.JIK.2021.01.003
Li, G., Jiang, Y., & Chang, L. (2022). The Influence Mechanism of Interaction Quality in Live streaming Shopping on Consumers’ Impulsive Purchase Intention. Frontiers in Psychology, 13. https://doi.org/10.3389/FPSYG.2022.918196
Ma, L., Gao, S., & Zhang, X. (2022). How to Use Live streaming to Improve Consumer Purchase Intentions: Evidence from China. Sustainability (Switzerland), 14(2). https://doi.org/10.3390/SU14021045
Ma, X., Feng, X., Fu, D., Tong, J., & Ji, M. (2024). How does the digital economy impact sustainable development? —An empirical study from China. Journal of Cleaner Production, 434, 140079. https://doi.org/10.1016/J.JCLEPRO.2023.140079
Ma, Y. (2023). Effects of interactivity affordance on user stickiness in livestream shopping：identification and gratification as mediators. Heliyon, 9(1), e12917. https://doi.org/10.1016/J.HELIYON.2023.E12917
Nguyen, T. T., Thi Thu Truong, H., & Le-Anh, T. (2023). Online Purchase Intention Under the Integration of Theory of Planned Behavior and Technology Acceptance Model. SAGE Open, 13(4). https://doi.org/10.1177/21582440231218814
Pandiangan, P., & Martini, I. A. O. (2021). Digital Marketing Strategy of Property Agents in The New Normal Era. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 7(3).
Rodrigo, A., & Mendis, T. (2023). Impact of social media influencers’ credibility on millennial consumers’ green purchasing behavior: a concept paper on personal and social identities. Management Matters, 20(2), 134–153. https://doi.org/10.1108/MANM-12-2022-0113
Rodríguez-López, M. E., Higueras-Castillo, E., Rojas-Lamorena, Á. J., & Alcántara-Pilar, J. M. (2024). The future of TV-shopping: predicting user purchase intention through an extended technology acceptance model. Technological Forecasting and Social Change, 198, 122986. https://doi.org/10.1016/J.TECHFORE.2023.122986
Saffanah, L., Handayani, P. W., & Sunarso, F. P. (2023). Actual purchases on Instagram Live Shopping: The influence of live shopping engagement and information technology affordance. Asia Pacific Management Review, 28(2), 204–214. https://doi.org/10.1016/j.apmrv.2022.09.002
Sawmong, S. (2022). Examining the Key Factors that Drives Live Stream Shopping Behavior. Emerging Science Journal, 6(6), 1394–1408. https://doi.org/10.28991/ESJ-2022-06-06-011
Sila, I. K., & Martini, I. A. (2020). Transformation and revitalization of service quality in the digital era of revolutionary disruption 4.0. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 7(1).
Sivasothey, J. A., Yeo, S. F., & Tan, C. L. (2024). Assessing the Applicability and Reliability of the SOR Theory in the Healthcare Sector: A Comprehensive Review of Recent Research. PaperASIA, 40(1(b)), 1–12. https://doi.org/10.59953/PAPERASIA.V40I1(B).55
Su, X. (2019). An Empirical Study on the Influencing Factors of E-commerce Live streaming. 2019 International Conference on Economic Management and Model Engineering (ICEMME), 492–496. https://doi.org/10.1109/ICEMME49371.2019.00103
Vogrincic-Haselbacher, C., Krueger, J. I., Lurger, B., Dinslaken, I., Anslinger, J., Caks, F., Florack, A., Brohmer, H., & Athenstaedt, U. (2021). Not Too Much and Not Too Little: Information Processing for a Good Purchase Decision. Frontiers in Psychology, 12, 642641. https://doi.org/10.3389/FPSYG.2021.642641/BIBTEX
Yang, Q., Huo, J., Li, H., Xi, Y., & Liu, Y. (2023). Can social interaction-oriented content trigger viewers’ purchasing and gift-giving behaviors? Evidence from live-streaming commerce. Internet Research, 33(7), 46–71. https://doi.org/10.1108/INTR-11-2021-0861
Yin, J., Huang, Y., & Ma, Z. (2023a). Explore the Feeling of Presence and Purchase Intention in Livestream Shopping: A Flow-Based Model. Journal of Theoretical and Applied Electronic Commerce Research, 18(1), 237–256. https://doi.org/10.3390/JTAER18010013
Yin, J., Huang, Y., & Ma, Z. (2023b). Explore the Feeling of Presence and Purchase Intention in Livestream Shopping: A Flow-Based Model. Journal of Theoretical and Applied Electronic Commerce Research, 18(1), 237–256. https://doi.org/10.3390/JTAER18010013
Zhang, P., Chao, C. W. (Fred), Chiong, R., Hasan, N., Aljaroodi, H. M., & Tian, F. (2023). Effects of in-store live stream on consumers’ offline purchase intention. Journal of Retailing and Consumer Services, 72, 103262. https://doi.org/10.1016/J.JRETCONSER.2023.103262
Zhu, P., Liu, Z., Li, X., Jiang, X., & Zhu, M. X. (2023). The influences of livestreaming on online purchase intention: examining platform characteristics and consumer psychology. Industrial Management and Data Systems, 123(3), 862–885. https://doi.org/10.1108/IMDS-07-2022-0430
