Peranan Perception Of Digital Celebrities Terhadap Live-Stream Shopping Intentions

Seeing the growing of live streaming and commercial value that be generated but the research on live streaming trade is still in the early stage. And there are several previous studies with different research results regarding the influence of digital celebrity perceptions on consumer shopping intentions. So this study aims to assess the antecedents of live streaming shopping intentions by integrating Perception of Digital Celebrities with Uses and gratifications theory. This study uses a quantitative approach, the data used in this study is primary data which obtained by distributing questionnaires from 116 Indonesian consumers. Data were analyzed using Structural Equation Modeling based on Partial Least Square through WarpPLS® 7.0. The results of this study indicate that the perception of digital celebrities has no significant effect on consumers' live streaming shopping intentions. The results of the study show that individuals are motivated by hedonic gratification (Perceived Enjoyment), utilitarian (Perceived Utility), and social (Social Interaction). As well as Perceived Enjoyment, Perceived Utility and Social Interaction mediate the relationship between Perception of Digital Celebrities and Live-Stream Shopping Intentions. penelitian ini bertujuan untuk untuk menilai anteseden niat belanja live streaming dengan mengintegrasikan Perception of Digital Celebrities dan Uses and gratifications theory . Penelitian ini menggunakan pendekatan kuantitatif, data yang digunakan dalam penelitian ini merupakan data primer yang diperoleh dari penyebaran kuesioner dari 116 konsumen Indonesia. Data dianalisis menggunakan metode Structural Equation Modeling berbasis Partial Least Square melalui WarpPLS® 7.0. Hasil dari penelitian ini menunjukkan bahwa persepsi selebriti digital tidak berpengaruh signifikan terhadap niat belanja live streaming konsumen. Hasil penelitian menunjukan individu dimotivasi oleh gratifikasi hedonis ( Perceived Enjoyment ), utilitarian ( Perceived Utility ), dan sosial ( Social Interaction ), serta Perceived Enjoyment , Perceived Utility dan Social Interaction memediasi hubungan antara Perception of Digital Celebrities dan Live-Stream Shopping Intentions.