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AUTHOR(S): Anida Juliana Putri Syahputra, Mahir Pradana
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ABSTRACT The rapid advancement of internet technology has revolutionized everyday life, making online shopping a common phenomenon. Apart from that, the development of technology can change several habits in human life, for example shopping in shops can now be done via smartphone (online). Technological advances and the development of online shopping have certainly increased competition between business actors, thereby encouraging them to implement innovative digital promotional strategies. Live streaming features on ecommerce platforms have emerged as a popular tool for businesses to showcase their products and interact with potential buyers. This research aims to determine the influence of social presence on purchase intention which is mediated by immersive experience and moderated by trust in Indonesian consumers involved in live video commerce. The population in this research is Indonesian people who live in West Java with an age range of 14–29 years (1995–2010) and belonging to generation Z. The research methodology uses descriptive research with a quantitative approach and uses primary data. in the form of a questionnaire to 385 respondents. Data analysis uses the Partial Least Square (PLS) approach with SmartPLS software as a data analysis tool. It is hoped that these findings will provide valuable insights for business people to optimize live streaming campaigns and drive sales. |
KEYWORDS E-commerce, Social Presence, Immersive Experience, Trust, Live Video |
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Cite this paper Anida Juliana Putri Syahputra, Mahir Pradana. (2025) The Influence of Social Presence on Purchase Intention in Live Video Commerce: The Role of Immersive Experience as Mediator and Trust as Moderator. International Journal of Economics and Management Systems, 10, 123-134 |
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