Multigroup Analysis on Live Selling Purchase Intention in E-Commerce Platform: The Role of Relational Bonds, Language Attitude and Streamer Ability to Achieve the Sustainable Development Goals

Abstract

Objective: The study aims to analyze the effect of relational bonds and language attitude on streamer ability and live selling purchase intention to achieve the Sustainable Development Goals (SDG)). It also seeks to reveal the differences in test results between two groups: printed Batik consumers and hand-written Batik consumers. Theoretical Framework: This study employs the theories of relational bonds, language attitude, streamer ability, and live selling purchase intention. Method: This research is a quantitative study that uses convenience sampling with 220 respondents who are consumers of both printed and hand-written Batik. Data is analyzed using a Structural Equation Model (SEM) with Smart-PLS. The analysis includes a multigroup analysis to compare the effects between the two groups. Results and Discussion: The results of the analysis show that the relational bonds and the language attitude of the costumer have a positive effect on the streamer ability and live selling purchase intention to achieve the Sustainable Development Goals (SDG). The results of the multi-group analysis indicate differences in the analysis between printed Batik consumers regarding the effect of language attitude on streamer ability and the effect of relational bonds on live selling purchase intention. Research Implications: This study proposes several efforts to increase Batik sales, particularly through digital platforms capable of reaching a wider market share. Originality/Value: The study highlights how cultural products like Batik can be marketed effectively through digital platforms, emphasizing the role of cultural authenticity and quality in consumer decision-making to achieve the Sustainable Development Goals (SDG).