Interactivity and Professionalism to increase Purchase Intention in Live-Streaming Distribution Channel: The Mediation Effect of Trust in Sellers and Platform

• 발행기관: 한국유통과학회
• 저자명: Agustinus FEBRUADI Nisa SEPTIANI
• 간행물 정보: 『유통과학연구(JDS)』제22권 제10호, 55~63쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.10.31

국문 초록

Purpose: This study explores the impact of interactivity and professionalism on consumer trust and purchase intentions in live-streaming distribution channels, explicitly focusing on Shopee Live in Indonesia. While prior research has examined trust as a general mediator between live-streaming features and consumer behavior, this study focuses on the distinct effects of trust in sellers versus in platforms. Utilizing the S-O-R framework, this research provides a novel exploration of how these trust dimensions act as an intermediary between live-streaming features and purchase intentions. Research Methods: Data were collected from 373 Shopee Live users who purchased fashion products via online surveys. The research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed model and hypotheses. Results: Findings reveal that interactivity positively affects trust in both sellers and platforms but does not directly influence purchase intentions. Conversely, professionalism directly impacts purchase intentions and enhances trust. Trust in sellers and platforms significantly mediates the relationship between interactivity, professionalism, and purchase intentions. Specifically, trust in sellers substantially affects purchase intentions more than trust in platforms. Conclusion: The study concludes that while interactivity builds essential trust, professionalism directly drives purchase intentions, highlighting the importance of professional conduct in live-streaming distribution channel contexts.

목차

1. Introduction

2. Literature Review

3. Research Methods

4. Results and Discussion

5. Conclusions

References

키워드

Live-streaming distribution channel Interactivity Professionalism Trust in Seller Trust in Platform S-O-R Model