Image of Peran Live Streaming dalam Membangun Customer Trust, Affective Commitment, dan Customer Engagement dengan E-commerce Seller

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Peran Live Streaming dalam Membangun Customer Trust, Affective Commitment, dan Customer Engagement dengan E-commerce Seller

The proliferation of technology supports a company to be able to provide an interactive online shopping experience. One of them is through the live streaming feature on the e-commerce platform which is adopted by various companies as one of the direct marketing selling tools. However, research on live streaming strategies is still very little in Indonesia. This study aims to determine the relationship between customer's perceived value of live streaming in building customer trust, affective commitment, and customer engagement. This study was processed using Structural Equation Modeling (SEM) based on data from 419 respondents obtained through purposive sampling of questionnaires to e-commerce platform users aged between 17-30 years and had watched live streaming on e-commerce in the past week. The results of this study prove that there is a positive influence between utilitarian value and symbolic value on trust in product and seller. Hedonic value positively affects trust in seller. Hedonic value and symbolic value have a positive effect on affective commitment. Trust in product affects trust in seller positively. Furthermore, symbolic value, trust in seller, and affective commitment affect customer engagement positively. The managerial implications and suggestions for further research will be discussed further in this study. The managerial implications and suggestions for further research will be discussed further in this study.Ada Tabel

Ketersediaan

Call NumberLocationAvailable
12941PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia.,
Edisi -
Subjek Consumer behaviour
Commerce
E
Affective commitment
Customer engagement
Live Streaming
Customer Trust
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xv, 154 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
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