Determinants of Consumer Purchase Intentions Mediated by Immersive Experience and Parasocial Relationship in E-Commerce Live Streaming for MSME Fashion Products

Abstract

Purpose: This study aims to develop a model with the topic of Live Streaming in the context of E-Commerce of SMEs Fashion Products using independent variables of visibility, metavoicing, atmosphere clue, expertise and likeability with mediating variables of Immersive experience and parasocial relationship and dependent variables purchase intention. Methods: This study used a sample of 390 respondents. Testing of models and hypotheses is carried out using Structural Equation Modeling (SEM) using AMOS software. Sampling was carried out purposively with the criteria of respondents aged at least 17 years, have at least one e-commerce account (eg shopee, Tokopedia, Lazada) and have never made a transaction or purchased at the store. Resullt and Discussion: Through the validation carried out in this study on practical findings, it is hoped that it will become a marketing tool for business people, especially in this case MSME fashion products in order to develop their business in the context of applying live streaming commerce strategies. Research Implication: Through the validation carried out in this research, it is hoped that the practical findings will become a marketing tool for business people, especially in this case MSME fashion products, so that they can develop their business in the context of implementing live streaming commerce strategies. Originality/Value: The conclusion that can be obtained is the discovery of new theories and conceptual models that can be used as material for hypothesis testing that can be carried out in further research.