The Influence of Live Streaming Commerce on Purchase Intention Based on the Stimulus-Organism-Response (SOR) Framework of Aerostreet Live Stream Consumers in Shopee E-Commerce

Laras Prismafika Widiastuti; Nonik Kusuma Ningrum; Bernadetta Diansepti Maharani

doi:10.37385/ijedr.v5i4.6157

Authors

Laras Prismafika Widiastuti Universitas Sarjanawiyata Tamansiswa
Nonik Kusuma Ningrum Universitas Sarjanawiyata Tamansiswa
Bernadetta Diansepti Maharani University of Sarjanawiyata Tamansiswa

DOI:

https://doi.org/10.37385/ijedr.v5i4.6157

Keywords:

Live Streaming Commerce, Trust, Purchase Intention

Abstract

This research aims to explore how live streaming commerce influences purchase intention based on the stimulus-organism-response (SOR) framework for Aerostreet live stream consumers on Shopee e-commerce. This research develops a research model based on SOR theory to examine how the characteristics of live streaming commerce impact consumer behavioral responses, namely purchase intention. Sampling used a purposive sampling technique through a questionnaire with a sample of 200 respondents. Respondents who met these requirements were then analyzed using the SPSS version 20 program. The results of this study showed that interactivity had a positive and significant effect on trust, visualization had a positive and significant effect on trust, entertainment had a positive and significant effect on trust, professionalization had a positive and significant effect on trust, trust has a positive and significant effect on purchase intention and live streaming commerce has a positive effect on purchase intention.

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