Laila Saffanah , Putu Wuri Handayani , Fathia Prinastiti Sunarso
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引用次数: 3
摘要
在线直播购物已经扩展到包括社交媒体平台。本研究旨在确定Instagram Live Shopping功能如何影响买家参与和实际购买行为。采用混合方法。对517名受访者进行了在线调查，并使用偏最小二乘结构方程模型对数据进行了分析。调查结果随后通过对9名受访者的采访得到验证。本研究结果表明，可见性、元语音、导购、交易和触发式参与支持了买家的沉浸感和互动性，但并不完全支持卖家的存在感。此外，沉浸感和临在感导致了实际的购买行为。这项研究的结果可以帮助电子商务和/或社交商务应用程序开发人员评估和实施功能，以增加用户参与度。
Actual purchases on Instagram Live Shopping: The influence of live shopping engagement and information technology affordance
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.
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.
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.
The results of this study may assist e-commerce and/or social commerce application developers in evaluating and implementing features to increase user engagement.
期刊介绍：
Asia Pacific Management Review (APMR), peer-reviewed and published quarterly, pursues to publish original and high quality research articles and notes that contribute to build empirical and theoretical understanding for concerning strategy and management aspects in business and activities. Meanwhile, we also seek to publish short communications and opinions addressing issues of current concern to managers in regards to within and between the Asia-Pacific region. The covered domains but not limited to, such as accounting, finance, marketing, decision analysis and operation management, human resource management, information management, international business management, logistic and supply chain management, quantitative and research methods, strategic and business management, and tourism management, are suitable for publication in the APMR.
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