TY - JOUR
T1 - Actual purchases on Instagram Live Shopping
T2 - The influence of live shopping engagement and information technology affordance
AU - Saffanah, Laila
AU - Handayani, Putu Wuri
AU - Sunarso, Fathia Prinastiti
N1 - Funding Information:
We want to convey our gratitude to the Kementerian Pendidikan, Kebudayaan, Riset dan Teknologi for the Grant Hibah Program Penelitian Dasar Unggulan Perguruan Tinggi/PDUPT Number NKB-788/UN2. RST/HKP.05.00/2022.
Publisher Copyright:
© 2022 The Authors
PY - 2022
Y1 - 2022
N2 - Purpose: Live shopping online has been expanded to include social media platforms. This study aimed to determine how the Instagram Live Shopping feature influences buyer engagement and actual buying behaviors. Design/methodology/approach: A mixed method approach was applied. An online survey was conducted with 517 respondents, and the data were analyzed using partial least square structural equation modelling. The survey results were then validated via interviews with nine respondents. Findings: The results of this study indicated that visibility, metavoicing, shopping guidance, trading, and triggered attending supported the buyers’ feelings of immersion and interactivity but did not entirely support the presence of the seller. Furthermore, the feelings of immersion and presence led to actual buying behaviors. Originality: The results of this study may assist e-commerce and/or social commerce application developers in evaluating and implementing features to increase user engagement.
AB - Purpose: Live shopping online has been expanded to include social media platforms. This study aimed to determine how the Instagram Live Shopping feature influences buyer engagement and actual buying behaviors. Design/methodology/approach: A mixed method approach was applied. An online survey was conducted with 517 respondents, and the data were analyzed using partial least square structural equation modelling. The survey results were then validated via interviews with nine respondents. Findings: The results of this study indicated that visibility, metavoicing, shopping guidance, trading, and triggered attending supported the buyers’ feelings of immersion and interactivity but did not entirely support the presence of the seller. Furthermore, the feelings of immersion and presence led to actual buying behaviors. Originality: The results of this study may assist e-commerce and/or social commerce application developers in evaluating and implementing features to increase user engagement.
KW - Information technology affordance
KW - Instagram
KW - Live shopping
KW - Live shopping engagement
KW - Livestreaming
KW - Social media
UR - http://www.scopus.com/inward/record.url?scp=85140087549&partnerID=8YFLogxK
U2 - 10.1016/j.apmrv.2022.09.002
DO - 10.1016/j.apmrv.2022.09.002
M3 - Article
AN - SCOPUS:85140087549
SN - 1029-3132
VL - 28
SP - 204
EP - 214
JO - Asia Pacific Management Review
JF - Asia Pacific Management Review
IS - 2
ER -