Enhancing Purchase Intention in tiktok Live-Stream: The Roles of Streamers’ Credibility, Interactivity, and Perceived Risk among Generation Z Buyers
DOI:
https://doi.org/10.30997/jsh.v15i2.10539Keywords:
TikTok live stream, streamers' credibility, interactivity, perceived risk, purchase intentionAbstract
The growth of social media has had an impact on economic growth. One of these social media platforms is TikTok, which offers tools that facilitate the ability of users to conduct buying and selling transactions. TikTok offers a live-stream feature that makes it simpler for sellers to advertise their goods and allows customers to view and engage with sellers in real time. However, many TikTok users are less engaged in shopping through TikTok live-stream because of trust issues. Using the Stimulus-Organism-Response (S-O-R) theory, this thesis examines the impact of streamers’ credibility and interactivity on Generation Z TikTok buyers’ perceived risk and purchase intention in the context of live-stream e-commerce. This research was conducted in Indonesia. The study utilizes a quantitative research approach, collecting 127 data from Generation Z TikTok users through an online survey. Data analysis is conducted using statistical techniques to test research hypotheses. The findings indicate that streamers’ credibility significantly reduces perceived risk, while interactivity does not significantly influence it. Perceived risk, in turn, negatively affects purchase intention. Furthermore, streamers’ credibility and interactivity have a positive and significant direct effect on purchase intention. These results contribute to understanding consumer behavior in the context of TikTok live-stream e-commerce and have implications for marketers and researchers targeting Generation Z consumers.
References
Badan Pusat Statistik (2023). Jumlah Penduduk Pertengahan Tahun (Ribu Jiwa), 2020-2022.Badan Pusat Statistik. Retrieved February 2023, from https://www.bps.go.id/indicator/12/1975/1/jumlah-penduduk-pertengahantahun.html. Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and hedonic motivations for live streaming shopping. InProceedings of the 2018 ACM international conference on interactive experiences for TV and online video, 81-88. https://doi.org/10.1145/3210825.3210837.Cohen, J. (1992). Statistical power analysis. Current Directions in Psychological Science, 1(3), 98-101.https://doi.org/10.1111/1467-8721.ep10768783Dewi, N. P. S., & Soetjiningsih, C. H. (2023). Self-esteem and narcissism in Generation Z who like to create content on the TikTok application. Jurnal Scientia, 12(02), 1225-1234.https://doi.org/10.58471/scientia.v12i02.1330Dinansyah, F., Susilo, D., & Berto, A. R. (2024). Live streaming commerce as communication media at Social Bread. Bricolage: Jurnal Magister Ilmu Komunikasi, 10(1), 093-106. http://dx.doi.org/10.30813/bricolage.v10i1.4999Doong, S. H. (2022). Comparing the effect of interactivity and reputation on purchase intention in live commerce: a serial mediation study. Journal of Marketing Analytics,10,329-340.https://doi.org/10.1057/s41270-021-00139-2Edwy, F. M., Anugrahani, I. S., Pradana, A. F., & Putra, I. F. A. (2023). The Phenomenon of Impulsive Buying at TikTok Shop. International Journal of Social Science Research and Review, 6(1), 328-334.https://doi.org/10.47814/ijssrr.v6i1.920Feng, Y. (2022). Research on Live E-commerce Based on Digital Marketing: TikTok E-commerce Live Streaming as an Example. Highlights in Business, Economics and Management, 2, 125-130. https://doi.org/10.54097/hbem.v2i.2348Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).SAGE.Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook (p. 197). Springer Nature.https://doi.org/10.1007/978-3-030-80519-7Huang, C., Wang, Y., Wu, T., & Wang, P. (2013). An Empirical Analysis of the Antecedents and Performance Consequences of Using the Moodle Platform. International Journal
Pangaribuan, C.H., Manurung, A.H., Saroso, H., & Rusmanto, T. (2021). The Influence of Risk Perception on Destination Attachment and Voluntourism Behavior: Empirical Evidence from Indonesia. Journal of Asian Finance, Economics and Business (JAFEB),8(3), 1287-1293. https://doi.org/10.13106/jafeb.2021.vol8.no3.1287Park, M., & Wu, A. D. (2019). Item response tree models to investigate acquiescence and extreme response styles in Likert-type rating scales. Educational andPsychological Measurement, 79(5), 911-930.https://doi.org/10.1177/0013164419829855Rahimullah, N. A., Damayanti, S. B., Izra, A. A., & Handayani, P. W. (2022). Assessing the factors influencing users accessing higher education content on TikTok. Cogent Education, 9(1), 2148498.https://doi.org/10.1080/2331186X.2022.2148498Rahman, M. S. (2020). The advantages and disadvantages of using qualitative and quantitative approaches and methods in language “testing and assessment”research: A literature review. Journal of Education and Learning, 6(1), 102-112.http://dx.doi.org/10.5539/jel.v6n1p102Rahmi, A., Pangaribuan, C. H., & Luhur, C. (2024). The Cart Whisperers: Analyzing How Live Stream Hosts Influence Shopping Carts.Proceeding of the 18thInternational Conference on Ubiquitous Information Management and Communication (IMCOM), 3-5 Jan 2024, Kuala Lumpur, Malaysia, pp. 1-7, https://doi.org/10.1109/IMCOM60618.2024.10418322Rasoolimanesh, S. M., & Ali, F. (2018). Partial least squares-structural equation modeling in hospitality and tourism. Journal of Hospitality and Tourism Technology, 9(3), 238-248.http://dx.doi.org/10.1108/JHTT-10-2018-142Rosariana, B. (2021). Generasi “Milenial”Dan Generasi “Kolonial.”Kementerian Keuangan Republik Indonesia. Retrieved February 10, 2023, from https://www.djkn.kemenkeu.go.id/kpknl-pontianak/bacaartikel/14262/GENERASI-MILENIAL-DAN-GENERASIKOLONIAL.html. Schuberth, F. (2021). Confirmatory composite analysis using partial least squares: setting the record straight. Review of Managerial Science, 15(5), 1311-1345.https://doi.org/10.1007/s11846-020-00405-0Shrestha, N. (2020). Detecting multicollinearity in regression analysis. American Journal of Applied Mathematics and Statistics, 8(2), 39-42.http://dx.doi.org/10.12691/ajams-8-2-1Soesilo, P. K., Gunadi, W., & Arimbi, I. R. (2020). The effect of endorser and corporate credibility on perceived risk and consumer confidence: The case of technologically complex products. Journal of Marketing Communications, 26(5), 528-548.http://dx.doi.org/10.1080/13527266.2018.1545245Song, C., & Liu, Y. L. (2021). The effect of live-streaming shopping on the consumer’s perceived risk and purchase intention in China. Presented at the 23rd Biennial Conference of the International Telecommunications Society (ITS): “Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world,”Online Conference, in Gothenburg, Sweden, 21st-23rd June, 2021.Sun, W., Gao, W., & Geng, R. (2021). The impact of the interactivity of internet celebrity anchors on consumers’purchase intention. Frontiers in Psychology, 12, 4838.https://doi.org/10.3389/fpsyg.2021.757059Taherdoost, H. (2016). Validity and reliability of the research instrument; how to test the validation of a questionnaire/survey in a research. How to test the validation of a questionnaire/survey in a research. International Journal of Academic Research in Management, 5(3), 28-36. https://doi.org/10.2139/ssrn.3205040Wijaya, J. A., & Susilawaty, L. (2023). The effect of social media advertising features on purchase intention mediated by brand engagement on Lenovo laptops. Business Management Journal,19(2), 143-161. https://doi.org/10.30813/bmj.v19i2.4654Wijaya, G. P, & Yulita, H. (2022). The influence of content marketing, e-WOM, and brand image on purchase intention Mother of Pearl cosmetics. Jurnal of Business & Applied Management, 15(2), 133-142. https://doi.org/10.30813/jbam.v15i2.3772Wismiarsi, T., Pangaribuan, C. H., Prayitno, S. B., & Ainin, A. Q. (2024). The influences of content interactivity on purchase intention: An engagement mediation. Multidisciplinary Science Journal, 6(7), 1-10. https://doi.org/10.31893/multiscience.2024094Wulandari, A., Firnanda, A. C., Nariswari, T. S., & Agustinova, D. E. (2022, December). Implications of Using the TikTok Application on the Character of Students at Universitas Negeri Yogyakarta. In International Conference of Social Science and Education (ICOSSED 2021) (pp. 80-88). Atlantis Press.https://doi.org/10.2991/978-2-494069-55-8_11Xue, J., Liang, X., Xie, T., & Wang, H. (2020). See now, act now: How to interact with customers to enhance social commerce engagement? Information & Management, 57(6), 103324.https://psycnet.apa.org/doi/10.1016/j.im.2020.103324
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Jurnal Sosial Humaniora
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors submitting manuscripts must understand and agree to copyright the manuscript of the article was transferred to OJS Djuanda University. All rights reserved. The copyright release statement for the Journal of Social Humanities is set out in the Agreement Transfer of Copyright. This work is licensed under Creative Commons Attribution-ShareAlike (CC BY-SA) version 4.0 where Author and Readers can copy and redistribute material in any media or format , as well as mixing, modifying and building materials for any purpose, but they must provide appropriate credit (citing articles or content), provides a link to the license, and indicates when changes have been made. If you mix, modify, or develop, the materials you have to distribute your contributions are under the same license as the originals.
