PENGARUH IT AFFORDANCE DAN KEINTERAKTIFAN TERHADAP NIAT MENGGUNAKAN KEMBALI LIVE COMMERCE
Abstract
IT affordance memainkan peran penting dalam membangun interaksi antara pengguna dan platform dalam lingkup live commerce. Maksud dari riset ini untuk menelusuri pengaruh visibility, metavoicing, dan guidance shopping terhadap keinteraktifan dan dampaknya pada niat menggunakan kembali live commerce Shopee. Data dikumpulkan melalui survei pengguna dengan sampel sebanyak 100 responden. Analisis PLS digunakan dalam penelitian ini. Temuan dari riset ini mengindikasikan bahwa visibility, metavoicing, guidance shopping memberikan dampak yang positif dan signifikan terhadap keinteraktifan. Keinteraktifan memberikan dampak yang positif dan signifikan terhadap niat menggunakan kembali. Namun hanya metavoicing yang memiliki pengaruh langsung terhadap niat menggunakan kembali. Implikasi penelitian ini menegaskan bahwa live commerce seperti Shopee, perlu memahami peran krusial IT affordance, khususnya aspek metavoicing karena menunjukkan pentingnya membangun pengalaman komunikasi yang menarik minat pengguna untuk menggunakan kembali platform live commerce.
Kata kunci: IT Affordance; Keinteraktifan; Niat Menggunakan Kembali; Live Commerce
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References
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Sun, Z., Jiayi, L., Yu, Y., Wang, K., & Hou, Y. (2023). IT Affordance Motivates Impulse Purchasing Intention in Live Streaming E-commerce: The Mediating Role of Network Interaction. SSRN, 6(6), 81–91.
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Zhang, L., Chen, M., & Zamil, A. M. A. (2023). Live Stream Marketing and Consumers’ Purchase Intention: An IT Affordance Perspective Using The S-O-R Paradigm. Frontiers in Psychology, 14(February), 1–12. https://doi.org/10.3389/fpsyg.2023.1069050
Bygstad, B., Munkvold, B. E., & Volkoff, O. (2016). Identifying Generative Mechanisms Through Affordances: A Framework For Critical Realist Data Analysis. Journal of Information Technology, 31(1), 83–96. https://doi.org/10.1057/jit.2015.13
Chen, A., Lu, Y., & Wang, B. (2017). Customers’ Purchase Decision-Making Process in Social Commerce: A Social Learning Perspective. International Journal of Information Management, 37(6), 627–638. https://doi.org/10.1016/j.ijinfomgt.2017.05.001
Chen, C. C., & Lin, Y. C. (2018). What Drives Live-Stream Usage Intention? The Perspectives of Flow, Entertainment, Social Interaction, and Endorsement. Telematics and Informatics, 35(1), 293–303. https://doi.org/10.1016/j.tele.2017.12.003
Dong, X., & Wang, T. (2018). Social Tie Formation in Chinese Online Social Commerce: The Role of IT Affordances. International Journal of Information Management, 42(June), 49–64. https://doi.org/10.1016/j.ijinfomgt.2018.06.002
Dong, X., Wang, T., & Benbasat, I. (2016). IT Affordances in Online Social Commerce: Conceptualization Validation and Scale Development. AMCIS 2016: Surfing the IT Innovation Wave - 22nd Americas Conference on Information Systems, Kane 2015, 1–10.
Ghahtarani, A., Sheikhmohammady, M., & Rostami, M. (2020). The Impact of Social Capital and Social Interaction on Customers’ Purchase Intention, Considering Knowledge Sharing in Social Commerce Context. Journal of Innovation and Knowledge, 5(3), 191–199. https://doi.org/10.1016/j.jik.2019.08.004
Ghozali, I. (2011). Structural Equation Modelling Metode Alternatif dengan Partial Least Square (PLS) Edisi 3. Badan Penerbit Universitas Diponegoro.
Hu, M., Zhang, M., & Wang, Y. (2017). Why Do Audiences Choose to Keep Watching on Live Video Streaming Platforms? An Explanation of Dual Identification Framework. Computers in Human Behavior, 75, 594–606. https://doi.org/10.1016/j.chb.2017.06.006
Huang, Z., & Benyoucef, M. (2013). From E-commerce to Social Commerce: A Close Look at Design Features. Electronic Commerce Research and Applications, 12(4), 246–259. https://doi.org/10.1016/j.elerap.2012.12.003
Joo, E. (2022). The Effects of Live Commerce’s IT Affordance on Interactivity, Immersion, and Purchase Intention. Journal of the Korea Contents Association, 22(2), 734–751.
Koroleva, K., & Kane, G. C. (2016). Relational Affordances of Information Processing on Facebook. Information and Management, 54(5), 560–572. https://doi.org/10.1016/j.im.2016.11.007
Kotler, P., & Armstrong, G. (2008). Prinsip-Prinsip Pemasaran Jilid 1 Edisi 12 (A. Maulana, D. Barnadi, & W. Hardani (eds.); 12th ed.). Erlangga.
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland), 12(6), 1–17. https://doi.org/10.3390/info12060241
Ma, A. K. F., Liao, W., & Liu, Z. (2022). The Future of e-Commerce: Live Stream Shopping and Purchase Intention Post-COVID-19. International Journal of Electronic Commerce Studies, 13(3), 147–184. https://doi.org/10.7903/ijecs.2129
Puspawati, N. N. N., & Febrianta, M. Y. (2023). Analisis Pengaruh Keterjangkauan Teknologi Informasi Dalam Live Shopping Untuk Menciptakan Purchase Intention Pada Live Shopping Tiktok. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 640–665. https://doi.org/10.31955/mea.v7i2.3032
Saffanah, L., Handayani, P. W., & Sunarso, F. P. (2023). Actual Purchases on Instagram Live Shopping: The Influence of Live Shopping Engagement and Information Technology Affordance. Asia Pacific Management Review, 28(2), 204–214. https://doi.org/10.1016/j.apmrv.2022.09.002
Sim, J.-J., Tan, Y.-T., Keh, C.-G., Loh, S.-H., Chye, A.-Y.-H., & Tan, Z.-W. (2023). Impacts of Live Commerce Towards Purchase Intention Among Malaysia Adults. AEBMR, 1, 66–76. https://doi.org/10.2991/978-2-494069-99-2_7
Song, C., & Liu, Y.-L. (2021). The effect of live-streaming shopping on the consumer’s perceived risk and purchase intention in China. 23rd Biennial Conference of the International Telecommunications Society (ITS). http://hdl.handle.net/10419/238054
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How Live Streaming Influences Purchase Intentions in Social Commerce: An IT Affordance Perspective. Electronic Commerce Research and Applications, 37(August), 100886. https://doi.org/10.1016/j.elerap.2019.100886
Sun, Z., Jiayi, L., Yu, Y., Wang, K., & Hou, Y. (2023). IT Affordance Motivates Impulse Purchasing Intention in Live Streaming E-commerce: The Mediating Role of Network Interaction. SSRN, 6(6), 81–91.
Wongkitrungrueng, A., & Assarut, N. (2018). The Role of Live Streaming in Building Consumer Trust and Engagement With Social Commerce Sellers. Journal of Business Research, 117(August), 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Xu, C., Li, Z., & Su, J. (2022). Live Shopping Interactivity, Social Presence and Sustainable Consumer Purchase Intention: Based on TAM Model. International Journal of Sustainable Development and Planning, 17(8), 2631–2639. https://doi.org/10.18280/ijsdp.170832
Zhang, L., Chen, M., & Zamil, A. M. A. (2023). Live Stream Marketing and Consumers’ Purchase Intention: An IT Affordance Perspective Using The S-O-R Paradigm. Frontiers in Psychology, 14(February), 1–12. https://doi.org/10.3389/fpsyg.2023.1069050
Published
2024-02-24
How to Cite
USADI, Made Pradnyan Permana.
PENGARUH IT AFFORDANCE DAN KEINTERAKTIFAN TERHADAP NIAT MENGGUNAKAN KEMBALI LIVE COMMERCE.
E-Jurnal Manajemen, [S.l.], v. 13, n. 1, p. 151 - 170, feb. 2024.
ISSN 2302-8912.
Available at: <https://ojs.unud.ac.id/index.php/manajemen/article/view/111031>. Date accessed: 11 may 2024.
doi: https://doi.org/10.24843/EJMUNUD.2024.v13.i01.p08.
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