Shopping Platform Research Articles

The Impact of Mukbang Live Streaming Commerce on Consumers’ Overconsumption Behavior

Food live streaming shopping, which features a host eating and promoting the products to viewers, has become a new form of food marketing. In three studies, the authors examine the impact of content, influencer, and channel factors of mukbang live streaming on consumers’ perceived value and subsequent impulse purchase and food consumption behavior. Study 1, an experiment with 216 participants, reveals that a non–autonomous sensory meridian response (non-ASMR) video in which the mukbanger talks to viewers while eating regular (i.e., nonjunk) food is more influential in enhancing the video's perceived value and increasing impulse purchase and consumption. Study 2, with 624 participants, introduces influencer factors into the experiment. It shows that a credible and parasocial influencer significantly affects consumers’ perceived value, regardless of the food featured, resulting in impulse purchase and consumption. Study 3, which excludes the content factors fully mediated by influencer factors, examines the impact of the live streaming influencer and the shopping platform on perceived value and food well-being. A cross-sectional survey of 630 respondents finds that channel factors (food product offerings and convenience) and influencer factors (credibility and parasocial relationship) significantly enhance consumers’ perceived value, leading to impulse purchase and overconsumption. The authors provide theoretical and practical implications to enrich future research and responsible business practices in online food marketing.

Why do people shop? Understanding consumer e-commerce shopping intention in Indonesia: Mediating effect of shopping orientation

Purpose: The COVID-19 pandemic has led to an increase in the use of e-commerce as a shopping platform in Indonesia. This study aims to identify the factors that influences consumers’ intention to shop through e-commerce platforms.
 Design/Methodology/Approach: The study uses a survey method to collect data from online shoppers in the 11-24 age range. The research model includes shopping orientation as a mediating variable. The data analysis reveals that perceived enjoyment, social norms, social presence, and perceiver utility positively and significantly affect e-commerce shopping intention. The study also identifies the mediating role of shopping orientation.
 Finding: The results shows that shopping orientation fully mediates the relationship between perceived utility and e-commerce shopping intention.
 Conclusion: The study highlights the importance of perceived enjoyment, social norms, social presence, perceived utility, and shopping orientation in driving e-commerce shopping intention. To increase perceived utility, e-commerce managers should provide information that emphasizes the convenience of shopping through their platforms. Finally, what can be implied from this study's results is how managers can increase the shopping orientation of potential consumers.
 Research Limitation: The study’s sample is limited to consumers aged 11 to 24 years, where at that age, many people in Indonesia do not have good purchasing power. Future research should consider a more diverse sample. Additionally, the study only examines the full mediation of shopping orientation on the relationship between perceived utility and e-commerce shopping intention. Therefore, further research is recommended to examine whether shopping orientation is fully mediated in the relationship between perceived utility and e-commerce shopping intention.

Product Pricing and Design Strategy in Platform-Based Collaborative Innovation With Cognitive Bias

ABSTRACT Collaborative innovation, in which multiple companies try to incorporate content generated by consumers into new product development, is becoming increasingly popular. The fact that overconfidence usually increases with more data means that companies integrating large amounts of consumer-generated content in collaborative innovation have a strong tendency to be overconfident. We study the effects associated with overconfidence in collaborative innovation, where overconfidence is defined as a decision maker’s cognitive bias that leads to an overestimation of the precision of an uncertain event. In our collaborative innovation model, an online shopping platform collects and assimilates content (such as online reviews) generated by consumers to generate a product design and then sells that design to the manufacturer, after which the manufacturer produces a corresponding new product and sets a retail price. In this article, we mainly focus on how overconfidence impacts the product design strategy, pricing strategies, and decision makers’ equilibrium profit levels. We demonstrate that overconfidence can be a positive force for collaborative innovation and even lead to a win-win-win situation for the platform, manufacturer, and consumer. We show that overconfidence can make the platform change its product design strategy from aesthetic-oriented in the unbiased scenario to functionality-oriented in the biased scenario. Furthermore, we show that each of the two product design strategies has its own scope of application; neither is universally dominant.

EPICRAFT- Ecommerce for Artisans

Epicraft is an e-commerce platform that aims to promote India's handicraft and handloom industry. The Platform is developed using the MERN technology stack, featuring a React-based frontend and a Node.js-powered backend, providing a seamless user experience. The system employs MongoDB for data storage and management, while Stripe is integrated as the payment gateway to ensure secure and hassle-free transactions. The project is hosted on Heroku and Netlify, offering high reliability, scalability, and accessibility to users. Epicraft enables artisans from different regions of India to showcase and market their unique and high-quality products to a global audience. Buyers can browse and purchase authentic Indian handicrafts and handloom items with ease, as the platform provides smooth navigation and a user-friendly interface. The shopping platform includes features such as secure payment gateways, a simple checkout process, and prompt delivery to guarantee a seamless shopping experience. Epicraft is hosted on Heroku and Netlify, ensuring the platform's scalability, security, and dependability. The platform's emphasis on Indian handicrafts and handlooms has the potential to revitalize and uplift this industry, contributing to the country's cultural and economic advancement. In summary, Epicraft is an exceptional and innovative endeavor that merges traditional Indian art with modern technology, creating a platform that connects artisans and customers, sparks creativity, and promotes India's rich cultural heritage.

Hybrid-based Recommender System for Online Shopping: A Review

In the era of the digital revolution, online shopping has developed into a remarkably simple and economical option for consumers to make purchases securely and conveniently from their homes. In order for the online merchant to optimize their profit, the online shopping platform must always display a list of potential products that customers may purchase. The recommender system kicks in at this point to assist in finding products that customers would like and recommend a list of product recommendations that match the customer's preferences. This paper reviews the recommender system technology in detail by reviewing the classification technique. Other than that, the related works will be reviewed to understand how each technique works, the strengths and limitations, the datasets and evaluation metrics employed.

SHOPPYVERSE: THE METAVERSE FUTURE

Technology is widely spreading and capturing every field as well as every sector with great advancement and efficiency. Technologies like artificial intelligence, machine learning, blockchain, the metaverse, and devops are evolving day by day and adding value to human life by solving some problems or increasing the efficiency of current solutions. This study aims to introduce and explain how to develop an AI-powered, metaverse-based immersive platform that provides services like gaming, events, a workspace, and shopping in the metaverse. The project consists of the following seven tasks: The first task is to create real-life cities and immersive content that will allow users to interact with various assets and channels as well as use metaverse services via mobile and VR in dual mode. The second task is to create an interactive event platform for virtual events, which helps users make events more attractive with great reach. The third task is to create a platform for gamers that allows both gamers and non-gamers to play games in new ways with excellent AI integration. The fourth task is to create a metaverse workspace for various start-ups that are adding the most value to today's society but are struggling with employee communication and high office costs. The fifth task is to create a shopping platform that allows users to interact and try on clothes virtually, bridging the gap between customers and vendors. The sixth task is to develop a business model and, lastly, promote the prototype stage of the platform with a beta version. Key Words: Metaverse, Web3.0, Immersive, Future, Unreal engine, Blender.

Green cooperation in last-mile logistics and consumer loyalty: An empirical analysis of a theoretical framework

Based on the contingency, transaction, and trust theories, this paper explored how the green cooperation between supplier and customer in last-mile logistics contributes to consumers’ sustainable consumption behaviors and trust and transaction cost's contingency role. We collected survey data from 453 users of green shopping platforms in South Korea (e.g., Homepick and Smart Locker) and analyzed the data using structural equation modeling. The results suggest that green cooperation with companies positively affects consumers’ sustainable consumption behaviors and trust, and transaction costs negatively moderate such relationships. In addition, customer trust positively affects sustainable consumption behavior and loyalty. We also found that improved sustainable consumption behavior can form loyalty, but transaction cost decreases its positive impact. This paper evaluates the last-mile delivery through green cooperation and enriches the literature on contingency, transaction cost, and trust theories.

Pendampingan dan Pengembangan UMKM Kupang Lontong Balap Pak Warno Pasca Pandemi Covid-19

Purpose: This community service activity aims to: (1) Identify the current conditions of the marketing and sales activities of the UMKM Kupang Lontong Balap Pak Warno to expedite traditional culinary development efforts in the post-covid-19 pandemic era through social entrepreneurship; (2) Developing Lontong Kupang innovation products in the form of Frozen Food with UMKM Kupang Lontong Balap Pak Warno; And (3) Designing appropriate business processes including digital marketing and online sales for UMKM Kupang Lontong Balap Pak Warno, which can then be duplicated and adapted for other regions in Indonesia. Method: This was done by developing the Kupang Lontong Balap Pak Warno MSME business through Lopang product innovation in the Post-Covid-19 Pandemic Era using the Design Thinking approach, Social Business Model Canvas, and Value Proposition Design. Result: The results of observations made in community service to develop the Kupang Lontong Balap Pak Warno MSME business, the author succeeded in formulating a Value Proposition Design for this MSME after conducting group discussion forums and online surveys Conclusion: This service activity was carried out were the creation of instant kupang rice cake product innovations, digitalization of sales using the online shop platform, and transformation of financial records using the SiApik accounting application.

Usability Testing on ITTS MART Prototype

I nformation technology is currently growing very rapidly so that it can provide convenience to its users, one of which is the ease of accessing the internet, such as through cell phones. The rapid increase in internet users, especially through mobile phones, is caused by the hectic number of social media applications as virtual friendship applications. Apart from being a virtual friendship application, another benefit of social media is as a promotional media, one of which is the promotion of online shopping applications, so that the number of online shopping transactions in Indonesia also increases. Hydroponic and aquaponic activities at the Telkom Institute of Technology Surabaya are also developing and starting to enter the product harvest stage, so a platform is needed to sell these products. An online shopping platform was chosen, especially a mobile application, to sell ITTelkom Surabaya products so that consumers can shop anytime and anywhere. The online shopping application developed by ITtelkom Surabaya is called ITTS MART. Currently, ITTS MART is still in the prototype development stage and there is a need for usability testing using the WebQual Concept on the ITTS MART application. From the results of the study, it can be concluded that the six research variables, namely Trust, Informational Fit-To-Task, Web Appearance, Entertainment, Government Policy and Transaction Capability, show a significant difference between expectations and real experience or dissatisfaction when using the ITTS MART application. Only one variable that shows the value of the difference is not significant, namely Response Time, so it can be concluded that respondents are satisfied with the time to access the page on the ITTS MART application. Keywords: Usability, WebQual, Online Shopping, Application, Food Product .

How Augmented Reality Increases Engagement Through Its Impact on Risk and the Decision Process.

Augmented reality (AR) overcomes one of the main limitations of e-commerce, such as the prepurchase trial. The consumer can virtually see how a product is integrated into the real world through this technology. Therefore, AR may reduce the perceived risk of buying a product online. Despite existing research, the impact of AR on the consumer decision process needs to be further explored. Consequently, this research aims to understand the impact of AR on the perception of risk and the purchase decision process, considering decision comfort and decision confidence. Through a between-subjects experiment, the results show that AR reduces the risk of online shopping. However, it has no direct effect on the decision process. Reducing risk and the comfort it brings generates decision confidence and satisfaction with the shopping experience. This satisfaction will generate engagement toward the online shop platform. The research highlights the process through which AR impacts the decision-making process. The implications for AR marketing theory and managerial implications in the age of the metaverse are discussed.

A Linguistic Analysis of Authorship Attribution in E-Commerce Scams’ Promotional Contents and Narratives

The emergence of e-commerce or online shopping platform has opened-up multiple opportunities for business owners to multiply their earnings. At the same time, this enables consumers to shop conveniently compared to the traditional shopping method, especially during the Covid19 pandemic. In Malaysia, the development opens consumers to the novel threat of fraud and scams, especially on social media and other online shopping platforms such as Shopee, Lazada and Facebook Marketplace. Due to the alarming rise in scams worldwide and the elusive methods offenders use, law enforcement agencies have turned to public education and awareness programs to reduce the number of scam victims. Thus, this study aims to identify authors’ attributes in e-commerce scams’ promotional contents and narratives to examine the scammers’ persuasive strategies to deceive their victims. Specifically, the study intends to look at the linguistic features in authorship attribution, including lexical, syntactic, semantic, structural, and content-specific features of the corpus. Although linguistic analysis has never been used in cybersecurity, learning the language used by scammers could help researchers collect more comprehensive empirical data and educate the public about this common phenomenon.

GOMS 모델을 이용한 온라인 쇼핑 융합 프로세스 분석 및 최적화 연구 - 한중 주요 쇼핑 사이트를 중심으로 -

With the continuous development of e-commerce, various online shopping platforms have emerged as the times require. How to allow users to accurately complete operational tasks with the least amount of time and steps is a long-term consideration for interaction designers. This research begins with the theoretical analysis of the optimization of shopping websites by GOMS model.BR The purpose of this study is to find a design scheme to optimize the shopping website through the application analysis of the GOMS model on the shopping website, so as to improve the shopping efficiency and enhance the shopping experience. Therefore, this study takes the GOMS model as the theoretical basis, takes the main shopping websites in China and South Korea as the research object, models the online shopping operation process of different platforms, and predicts and quantifies the operation time of the obtained model. Design the operation process model of the shopping website, so as to carry out performance experiments and questionnaire interviews.BR The research results and content are as follows. First, the theoretical operation time obtained by the GOMS model is basically consistent with the actual operation time, which proves that the GOMS model can accurately predict the operation time of the shopping operation process. Second, through the analysis of the GOMS model, the optimal combination scheme of the shopping process was found, and it was verified through the questionnaire survey. Third, the time predicted by the GOMS model for all shopping operation process combinations is greater than the actual operation time. Fourth, by analyzing the GOMS model of 10 tasks, it is found that in the tasks with less actual operation time, the number of steps to point to the operation P is less, and the number of steps to press the key K is more. Therefore, in the development and design of the shopping webpage, More keystroke steps can be set to reduce unnecessary selection links.BR Based on the GOMS model, this study quantifies the running time of different online shopping platforms, which can optimize the availability of the shopping platform system and improve user satisfaction. At the same time, although this research cannot completely solve the complex problems of shopping websites, it provides ideas for the optimization of shopping websites. It is expected that the research on GOMS model-related topics can be extended to more fields such as mobile Internet shopping.

Live shopping interactivity, social presence and sustainable consumer purchase intention: Based on TAM model

E-commerce platforms are in the development trend of differentiation and vertical segmentation, and quality content output will become the core competitiveness of new e-commerce platforms. This study investigated data from 226 consumers of the Taobao live streaming shopping platform. This study incorporates the Technology Acceptance Model (TAM) with Social Presence Theory to investigate the experiential factors and system characteristics that psychologically influence users' behavioral intentions. The empirical results show that interactivity has a significant positive effect on purchase intention, and social presence, perceived ease of use and perceived usefulness play a mediating role in the process of interactivity affecting purchase intention. This research can help enterprises and merchants innovate system features and improve the user experience for their customers.

Protective consumption behavior under smog: using a data-driven dynamic Bayesian network.

In the midst of the deteriorating air pollution and collective stress, people pay close attention to risk mitigation measures such as keeping indoor and purchasing anti-smog products. Through impact evaluations, factors regarding health protective behavior can be identified. However, limited research is available regarding probabilistic interdependencies between the factors and protective behavior and largely relies on subjective diagnosis. These concerns have led us to adopt a data-driven static Bayesian network (BN) and Dynamic BN model to help explore multidimensional factors that may influence the public's health protective behavior of buying anti-smog air purifiers and examine the dependencies among network nodes. Using the city-level aggregate data from an online shopping platform, the results shed new light on relationships existing among 11 factors and protective behavior of buying air purifiers. Furthermore, taking into account the dynamic nature of protective behavior, we add time-related factors on the basis of static BN to construct the dynamic BN model. Results indicate that PM2.5 concentration and product price are the two leading factors affecting the consumption behavior for air purifiers. Additionally, media-related factors play an important role in the consumption behavior. This study contributes to the fields of impact evaluation of protective consumption behavior analysis and links environment risk with public consumption by identifying key factors.

The Role of Sharia Compliance in Online Shop Applications in Improving Consumers’ Trust

<p>Muslim business transactions are governed by the principles of Islamic values, specifically Sharia compliance. However, accommodating these values poses a challenge for modern transaction system providers. This is because online shop providers have not been considering Sharia compliance as a crucial aspect to enhance consumer confidence, especially among Muslim consumers. Therefore, this research aims to determine the extent to which sharia conformity of web features and online shop applications influences consumers’ trust in the online shopping platform. It is a quantitative analysis that uses primary data from respondents representing the population. The research population comprises users of online shop applications that apply sharia compliance principles in their web design with sample data of 430 respondents. Furthermore, the data analysis uses linear and multiple regression methods aided by SPSS data analysis tools. The results show a positive and significant influence between sharia compliance, specifically avoiding prohibitions, object & price, buyer & seller, as well as offering & acceptance in websites design or online shop applications on consumers’ trust both partially and simultaneously. The partial influence of each sharia compliance variable is avoidance of main prohibitions, object & price, buyer & seller, as well as offer & acceptance by 60.6%, 62.6%, 69.3%, and 57.2%, respectively. Meanwhile, the simultaneous influence of sharia compliance variables on consumers’ trust is 79.4%, and other variables influence the remaining 20.6%. These results suggest that online shop consumers, specifically Muslims, make sharia values an essential criterion for selecting and using online shops. The theoretical contribution is to build and strengthen the concept and theory of sharia compliance to construct consumer trust. Concerning the practical contribution, the results could be the basis of consideration for online shop service providers to increase consumers’ trust by providing services in line with sharia compliance principles. Further research could explore additional variables that affect consumers’ confidence in using online shop platforms.</p>

Strategies to Improve Customer Experience: A Case of an Online Shopping Platform in Indonesia

Background: As the e-commerce industry has been growing recently, it is crucial to examine the factors of customer experience towards online shopping platforms. In this study, researchers aim to examine the influence of website design, website security, and customer service towards customer experience that has led to the preference of online shopping platform in Malaysia. Purpose: The first objective of this study is to analyze the current situation of customer experience with the preferred online shopping platform among university students. Secondly, this study aims to examine the influence of website design, website security, and customer service towards customer experience. As for the third objective, this study aims to recommend strategies to improve customer experience with the online shopping platform among university students. Design/Methodology/Approach: A total of 266 respondents have participated in this study. However, 83 respondents have no experience in using the online shopping platform (OSP), hence they did not fulfill the requirement. Therefore, only 183 sets of questionnaires were analyzed for the study. Finding: The result shows that there are three factors: website design, website security and customer service identified to significantly influence customer experience. Research Limitation: To understand customer online shopping experience, this study focuses at three factors: the website design, website security and customer service. Whilst the unit of analysis is only limited to university students as the respondents. Originality/Value: The value of this study is researchers have examined the factors that influenced customer online experience and provide recommendations with nine strategies for online shopping platform to improve their customers’ online experience. The strategies are known as best-cost strategies, innovation strategies (live-streaming), improve website design features, improve website security, improve customer service KPIs, vertical integration strategies, non-equity strategic alliance, offensive strategies, and outsourcing strategies. Keywords: customer online experience, website design, website security, customer service, Malaysia.

Increasing Impulse Buying Customer Through Social Media Influencer: E-WOM, Testimonial, Flashsale as Stimulus

Shopee as a shopping platform with the most traffic in Indonesia has various features that can increase transactions due to the impact of changes in consumer shopping patterns including E-WOM and testimonials containing after-purchase consumer reviews and flashale. Therefore, the purpose of this study is to analyze: the effect of E-WOM on SMI, the effect of testimonials on SMI, the effect of flashale on SMI, the effect of E-WOM on impulse buying, the effect of testimonials on impulse buying, the effect of flashsale on impulse buying, the effect of SMI on impulse buying, the effect of E-WOM on impulse buying, the effect of Testimonial on impulse buying, the effect of Flashsale on impulse buying through SMI on the Shopee platform. This study uses a quantitative approach and SEM-PLS analysis. The population of this research is all unlimited users of the Shopee platform and a sample of 180 respondents. The results of this study state that there is a significant effect of E-WOM on SMI, testimonials on SMI, flashsale on SMI, E-WOM on impulse buying, testimonials on impulse buying, and flashsale on impulse buying. SMI on impulse buying and E-WOM, testimonials and flashsale on impulse buying through SMI. Keywords: E-WOM, Testimonial, Flashsale, SMI, Impulse Buying

SISTEM PERIJINAN PERDAGANGAN MAKANAN RINGAN TANPA LABEL MELALUI PLATFORM BELANJA ONLINE

This study aims to seek and find legal certainty regarding the flow of the labelless snack trade licensing system through an online shopping platform in the city of Surabaya. This research uses normative research methods, namely research that examines the study of documents and archives, using secondary data such as legal theory, statutory provisions, and opinions from undergraduate graduates. This research was conducted by analyzing the principles, theories and legal concepts as well as statutory provisions related to the online licensing system in terms of trading of unlabeled snacks through online shopping platforms. The problem in this research is that there are still many unlabeled snacks that have the potential to harm consumers. The researcher uses a concept that has been designed in such a way as to find legal certainty regarding the management of a labelless snack trade licensing system, in which in this case the rights of consumers are not fulfilled and the obligations of business actors are not carried out properly and correctly

Analysis The Influence of The Interactivity of E-commerce Live Broadcast on Consumers’ Purchase Intention

Due to the emergence of the new coronavirus epidemic, people's attention has been paid to online shopping, and the achievements of live broadcast e-commerce are particularly impressive. Different from the traditional window-based e-commerce, the live e-commerce is separated from the limitation of the shopping platform and embedded into the content platforms such as short videos. This paper mainly discussed the influence of interactive marketing on consumers’ purchase intention. Starting from the concept of para-social interaction proposed by Horton and Wohl, this paper analysed the internal and external advantages and disadvantages of interactive marketing through SWOT method and gave corresponding development suggestions with Douyin as an example. This study concluded that the more para-social interaction, the more consumers trust the information provider, the more they can stimulate their purchase intention. Therefore, the interactive marketing model applied in Douyin platform has a significant positive impact on consumer purchase intention.

Research on the Pinduoduo Product Quality Problem Analysis and Customer Satisfaction Optimization Strategy

As the most popular shopping platform, Pinduoduo has such an advantage not only by its low price but also by the comprehensiveness of its products. But the Achilles heel of Pinduoduo is that the quality of the items it sells is greatly discounted due to the price and the shop. Because of the low entry threshold of Pinduoduo’s stores has attracted many dishonest merchants causing the reputation of Pinduoduo’s software to plummet. Gradually, the low quality has become the “stereotype” of consumers. Pinduoduo wants to solve this problem and can start to consider setting the quality of goods inspector and the good reviews constantly to the merchants to give rewards and higher traffic promotion. In contrast, those with more bad reviews are to give punishment correction and less traffic. This way promotes Pinduoduo’s good quality and low price, while the company’s internal members can train slogans or recruit professionals as quality inspectors. But these strategies still have room for modification, such as the timeliness of customer feedback or the coverage rate of the quality check are the problem.