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Pengaruh Consumer Perceived Values saat Berbelanja melalui Shopee Live terhadap Consumer Trust dan Consumer Engagement

The increasing number of e-commerce users in Indonesia encourages e-commerce service providers to continuously strive to bring various innovations to help sellers create a better shopping experience for consumers, one of which is by presenting a live streaming feature. This study specifically examines the use of the live streaming feature by Shopee through the Shopee Live feature, with the criteria of female consumer respondents living in Indonesia and aged 18 - 45 years and over, active Shopee users and have watched and bought fashion products (clothing) through Shopee. Live. Respondents who participated in this study were 210 people. The data that has been collected is processed using the Structural Equation Modeling (SEM) method. This study aims to determine the effect of utilitarian, hedonic and symbolic values felt by consumers when shopping through Shopee Live on consumer confidence in products and sellers and consumer involvement. The results of this study include utilitarian and symbolic values positively affect consumer confidence in products and sellers, while hedonic values do not have a positive effect on consumer confidence in both products and sellers, and consumer confidence in products positively affects consumer confidence in sellers. Furthermore, hedonic and symbolic values positively affect consumer engagement, while utilitarian values and consumer confidence in both products and sellers do not have a positive effect on consumer engagement..Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13709PSB lt.2 - Karya Akhir1
PenerbitDepok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI
Edisi-
SubjekCommerce
E
Consumer Perceived Values
ISBN/ISSN-
Klasifikasi-
Deskripsi Fisikix, 141 p. ; diagr. ; 30 cm
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data