The Impact of Live Streaming Shopping on Customers' Purchase Intention in Social Commerce and E-commerce

The development of the Internet that moves quickly makes the trend of online shopping in e-commerce and social commerce emerge. Currently, both e-commerce and social commerce come with a live streaming shopping feature that allows interaction between sellers and buyers even from a distance. However, the effectiveness of this strategy needs further validation. This study aims to find out the impact of live streaming shopping on customers' purchase intentions. The study was conducted using causal research and SmartPLS as a tool for data analysis. Data for this study was obtained by distributing questionnaires via Google Form with 300 respondents from all over Indonesia. This study reveals that immersion has an influence on purchase intention through customer trust (indicated by p-values of less than 0.05), while social presence and telepresence have no influence on purchase intention (indicated by p-values of greater than 0.05). It is hoped that this study could contribute to the advancement of social commerce and e-commerce research and practice, where it is advised that sellers across platforms make the best of live streaming shopping to increase their sales performance.