IDEAS home Printed from https://ideas.repec.org/a/taf/oabmxx/v11y2024i1p2336637.html
   My bibliography  Save this article

The role of perception of digital celebrities on live stream shopping intention through social interaction in Indonesia

Author

Listed:
  • Mohamad Trio Febriyantoro
  • Tirta Mulyadi
  • Eka Hendrayani
  • Rifadli D. Kadir
  • Kraugusteeliana Kraugusteeliana
  • Hersa Farida Qoriani
  • Achmad Fageh

Abstract

Despite the growing popularity and commercial potential of live streaming, research on live streaming trade is still in its early stages. Moreover, previous studies have produced inconsistent results regarding the influence of digital celebrity perceptions on consumer shopping intentions. Therefore, this study aims to investigate the antecedents of live-streaming shopping intentions by integrating the Perception of Digital Celebrities with the Uses and Gratifications theory. To achieve this objective, a quantitative approach was employed, and primary data were collected from 504 Indonesian consumers through the distribution of questionnaires. The collected data were analyzed using Structural Equation Modeling based on Partial Least Squares with the aid of SmartPLS 3. The findings of this study suggest that the Perception of Digital Celebrities has a significant effect on consumers’ live-streaming shopping intentions. Additionally, Social Interaction was found to have a significant effect on live-stream shopping intention, and Social Interaction was found to mediate the relationship between the Perception of Digital Celebrities and Live-Stream Shopping Intentions.

Suggested Citation

  • Mohamad Trio Febriyantoro & Tirta Mulyadi & Eka Hendrayani & Rifadli D. Kadir & Kraugusteeliana Kraugusteeliana & Hersa Farida Qoriani & Achmad Fageh, 2024. "The role of perception of digital celebrities on live stream shopping intention through social interaction in Indonesia," Cogent Business & Management, Taylor & Francis Journals, vol. 11(1), pages 2336637-233, December.
    • Handle: RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2336637
    DOI: 10.1080/23311975.2024.2336637
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/23311975.2024.2336637
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/23311975.2024.2336637?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2336637. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://cogentoa.tandfonline.com/OABM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.