The Phenomenon of Live Commerce in Indonesia: An Analysis of Consumer Perspectives

Abstract

This study aimed to examine the effects of live streaming quality, consumer trust, and purchasing intention on consumer purchase decisions/behaviors in Indonesian e-commerce amid the growth of live streaming commerce. This quantitative study used purposive sampling of consumers who had watched and purchased products through Shopee Live. Data were collected through online questionnaires and analyzed using multiple linear regression and hypothesis testing. The findings reveal that live streaming quality, consumer trust, and purchase intention have positive and significant effects on purchase decisions/behavior. Interactive features, host credibility, risk reduction, and strong purchase intention are key factors influencing consumer buying behaviors. Live streaming quality, trust, and intention collectively play important roles in increasing consumer purchase decisions in e-commerce. This study is limited to Shopee Live users in Indonesia and cross-sectional data, which may affect the generalizability of the findings. This research contributes to the digital marketing literature by explaining the role of live streaming attributes and psychological factors in driving online purchase behavior, while providing practical insights for sellers to improve engagement and sales conversion.

Keywords

Consumer Trust E-Commerce Live Streaming Quality Purchase Decision/Behavior Purchasing Intention