Exploring Factors Influencing Customer Purchase Behavior in Live Shopping Platforms

Abstract

This study aims to determine the factors that influence buyers in making purchases in the marketplace using the basic model derived from the Technology Acceptance Model (TAM). The method used in this study is a quantitative research method which is defined as a research method based on the philosophy of positivism. This study will use the SmartPLS software to test and draw hypotheses based on the SmartPLS method. The commercial industry must also limit the number of visitors and employees who are eventually divided into several time shifts. The increasing number of online shopping transactions, especially through e-commerce, has led to a new phenomenon called live shopping. In this case, the seller will present a shopping atmosphere indirectly in front of the eyes of potential buyers. This can be done in various ways, for example by live streaming or sellers can upload selling content through the Livestream feature which allows potential buyers to directly interact with sellers. The results of this study state that all indicators significantly influence Customer Purchase Shopping Live Shop, these factors are Information Quality, Intention to Use, Perceived Ease of Use, and Perceived Usefulness. Implications that can be applied include a) Stakeholders must present information that covers all products and services that will be offered by consumers because the information presented by consumers or buyers must be up to date so that buyers find it not difficult to find out quickly the goods they see. b) Stakeholders must make transactions easy at their Shopping Live Shop because consumers believe that using a technology will improve performance. c) Stakeholders must create a live atmosphere by providing product tips or useful information during live events because with the increasing use of technology there are benefits, the benefits felt by users can increase interest in using it. d) Stakeholders must make promos to attract customers to take part in the live shop because there are still many people who take part in live shopping activities on e-commerce or other platforms to buy their needs. e) Stakeholders must pay attention to the quality of the products offered because complete and honest information is very important in making purchases or sales through social media because sellers and buyers do not meet each other and the goods being traded can only be seen from photos so that the quality of the goods is somewhat difficult to predict whether in accordance with the wishes of the buyer. The better the quality of the information provided will increase the interest of buyers to make purchases online.