Investigating The Impact Of Live Streaming Product Display And Streamer Engagement On Purchase Intention With Hedonic Motivation As A Moderator

Authors

  • Hiasintus Ody Nusatara Soegijapranat Catholic University
  • MG Westri Kekalih Susilowati Soegijapranata Catholic University

DOI:

https://doi.org/10.37385/msej.v6i2.7321

Keywords:

Streamer Engagement, Livestreaming Product Display, Purchase Intention, Hedonis Motivation

Abstract

Live streaming has been one of the most up-to-date digital marketing strategies, enabling direct interaction between sellers and consumers. This study analyzes the influence of live streaming product display and streamer engagement on purchase intention, considering hedonic hedonic motivation as a moderating variabel. The quantitative method using Partial Least Squares-Structural Equation Modeling (PLS-SEM) was employed in this research, with 159 respondents, most of whom were university students in Semarang City. These findings indicate that the live streaming of product display and streamer engagement are strong drivers of purchase intention. Hedonic motivation can moderates the relationship between streamer engagement and purchase intention but does not quite moderate the realtionship between livestreaming product display and purchase intention. The contribution this study makes to the literature purpose that interactiion between streamers and customers is much more important than mere visual ecposure to product. These findings provide insight for marketers to optimize live live streaming strategies in order to enhance consumer purchase intention.

References

Retrieved from https://www.mendeley.com/reference-management/reference-manager

Alfianti, F., Natasha, N., Aritonang, L., & Simanjuntak, E. (2022). How Streamers Influence

Adji, J. F. D. S., & Susilowati, M. W. K. (2025). Customer perspective towards secondhand clothing and its impact on customer's loyalty: The mediating role of customer satisfaction. International Journal of Scientific Research and Management (IJSRM), 13(01), 8283–8295. https://doi.org/10.18535/ijsrm/v13i01.em09

Viewers Purchase intention in Live streaming Shopping Proceedings of the 2022 4th International Conference on E-Business and E-commerce Engineering. https://doi.org/10.1145/3589860.3589864.

Andarini, et al. (2021). The impact of product arrangement professionalism on consumer trust and purchase intention. *Marketing Insights Journal, 8*(3), 112-125.

Chen, C., Zhao, Q., & Wang, J. (2020). How livestreaming increases product sales: role of trust transfer and elaboration likelihood model. Behaviour & Information Technology, 41, 558 - 573. https://doi.org/10.1080/0144929X.2020.1827457

Dara Natasya Putri, Kismiyati El Karimah, & Agus Setiaman. (2024). Pengaruh Terpaan Pesan Host Live Streaming terhadap Keputusan Pembelian Produk: Studi Kuantitatif tentang Pengaruh Terpaan Pesan Host Live Streaming Rahsa Nusantara terhadap Keputusan Pembelian Produk Anggota komunitas Rumah Tumbuh Bersama. TUTURAN: Jurnal Ilmu Komunikasi, Sosial Dan Humaniora, 3(1), 67–81. https://doi.org/10.47861/tuturan.v3i1.1448

Dwitya, B., & Hartono, A. (2023). The impact of live streaming product display on consumer purchase intention. *International Journal of Marketing Trends, 9*(4), 200-215. https://doi.org/10.9734/jemt/2023/v29i121175.

Gunadi, V., Septyani, N., Annafi, R., & Atmojo, R. (2023). The Effect of Live streaming Methods in Online Sales on Behavioral Intention in Generation Z. E3S Web of Conferences. https://doi.org/10.1051/e3sconf/202342602127.

Hair, J. F., et al. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.

Hapsara, G. P. I. ., & Tri Hardjanti Nugrahaningsih. (2024). Reputasi Perusahaan Memediasi Pengaruh Employer Branding Terhadap Niat Mahasiswa Generasi Z untuk Melamar Pekerjaan. Management Studies and Entrepreneurship Journal (MSEJ), 5(1), 2548– 2562. https://doi.org/10.37385/msej.v5i1.4093

Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods, and propositions. *Journal of Marketing, 46*(3), 92-101.

Jiang, Y., Lee, H., & Li, W. (2024). The effects of live streamer’s expertise and entertainment on the viewers’ purchase and follow intentions. Frontiers in Psychology, 15. https://doi.org/10.3389/fpsyg.2024.1383736.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.

Kumaran, K., Lunyai, J., Binti, N., Nordin, A., , K., & Kumaran, A. (2024). The Role Of Hedonic Motivation In Social Commerce Toward Consumer Purchase Intention Interntional Journal of Business and Society. https://doi.org/10.33736/ijbs.7619.2024.

Liao, J., Chen, K., Qi, J., Li, J., & Yu, I. (2022). Creating immersive and parasocial live shopping experience for viewers: the role of streamers' interactional communication style. Journal of Research in Interactive Marketing. https://doi.org/10.1108/jrim-04- 2021-0114.

Luo, X., Lim, W. M., Cheah, J. H., Lim, X. J., & Dwivedi, Y. K. (2023). Live streaming commerce: A review and research agenda. Journal of Computer Information Systems, 1–24. https://doi.org/10.1080/08874417.2023.2290574

Wel, C., Yadi, N., Hamid, S., & Rosli, N. (2023). The Influence of Streamer’s Characteristics on Consumer Purchase intention Through Live streamingInternational Journal of Academic Research in Business and Social Sciences. https://doi.org/10.6007/ijarbss/v13-i11/19299.

Peng, X., Ren, J., & Guo, Y. (2023). Enhance consumer experience and product attitude in E- commerce live streaming: based on the environmental perspective. Ind. Manag Data Syst., 124, 319-343. https://doi.org/10.1108/imds-12-2022-0743.

Risang, B. H. A., Welsa, H., & Kurniawan, I. S. (2019). Pengaruh hedonic motivation terhadap social media product browsing dan dampaknya terhadap purchase intention pada mahasiswa Universitas Sarjanawiyata Tamansiswa Yogyakarta. Jurnal Manajemen Dewantara, 3(2), 262-276

Sarstedt, M., et al. (2021). Structural equation modeling using PLS: Basics and advances. Springer.

Schiffman, L., & Kanuk, L. (2014). Consumer Behavior, Global Edition: Global Edition. Pearson Higher Ed

Shi, Z., et al. (2023). The impact of interactive entertainment and two-way communication on product perception in live streaming. *Journal of Interactive Marketing, 17*(3), 105- 120.

Song, S., Xu, Y., , B., & Zong, X. (2024). Understanding How Streamer’s Self-Presentation in E- commerce Live streaming Affects Consumers: The Role of Persuasion Knowledge. Journal of Theoretical and Applied Electronic Commerce Research. https://doi.org/10.3390/jtaer19030095.

Statista. (2022). Global internet users statistics. Retrieved from https://www.statista.com

Suprayogi, A., Najibullah, Sewaka, Sulastri, & Ruknan. (n.d.). Pengaruh display produk terhadap keputusan pembelian produk Alfamart Cabang Pondok Jagung Tangerang Selatan

Tesalonika, I., & Susilowati, M. W. K. (2023). Antecedents and consequences of brand pride: An investigation of the causes of brand pride and its consequences for willingness to pay a premium price. Jurnal Penelitian Ekonomi dan Bisnis, 8(2), 88–98. https://doi.org/10.33633/jpeb.v8i2.8892

Turban, E., Pollard, C., & Wood, G. (2018). Electronic commerce 2018: A managerial and social networks perspective. Springer. https://doi.org/10.1007/978-3-319-58715-8

Venkatesh, V., et al. (2012). Consumer motivation in digital commerce: An empirical study. *Information Systems Research, 23*(4), 987-1003.

Wel, C., Yadi, N., Hamid, S., & Rosli, N. (2023). The Influence of Streamer’s Characteristics on Consumer Purchase intention Through Live streaming International Journal of Academic Research in Business and Social Sciences https://doi.org/10.6007/ijarbss/v13-i11/19299.

Zhang, N. (2023). Product presentation in the live-streaming context: The effect of consumer perceived product value and time pressure on consumer’s purchase intention. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1124675

Zhang, M., Qin, F., Wang, G., & Luo, C. (2020). The impact of live video streaming on online purchase intention. The Service Industries Journal, 40, 656 - 681. https://doi.org/10.1080/02642069.2019.157664.

Downloads

Published

2025-03-10

How to Cite

Hiasintus Ody Nusatara, & Susilowati, M. W. K. (2025). Investigating The Impact Of Live Streaming Product Display And Streamer Engagement On Purchase Intention With Hedonic Motivation As A Moderator. Management Studies and Entrepreneurship Journal (MSEJ), 6(2), 1015–1025. https://doi.org/10.37385/msej.v6i2.7321