Analysis of the Effect of Demand, Convenience, Interactivity, and Playfulness on Perceived Enjoyment for Shopee Live Users in Indonesia

Abstract

This study analyzes the effects of demand, convenience, interactivity, and fun factors on the perceived enjoyment of Shopee Live users in Indonesia. The widespread use of live streaming features in e-commerce is the basis of this research, with Shopee Live as one of the dominant platforms in social commerce. The study used a quantitative survey of active Shopee Live users and analyzed with linear regression. As a result, the four independent variables positively influence perceived enjoyment, with convenience and interactivity as the dominant factors. This research provides practical implications for e-commerce and MSMEs to optimize the shopping experience through ease of access, interesting interactions, and entertainment. Limitations in the scope of respondents and variables encourage the need for a broader study in future research to understand consumer behavior as a whole in live streaming e-commerce.