Effect of Financial Bonds, Social Bonds, Structural Bonds on Consumer Engagement via Affective Commitment on Live Streaming Shopee in Indonesia

Ika Yuliana; I Made Sukresna

doi:10.29040/jap.v23i2.6469

Effect of Financial Bonds, Social Bonds, Structural Bonds on Consumer Engagement via Affective Commitment on Live Streaming Shopee in Indonesia

Ika Yuliana, I Made Sukresna

Abstract

Live streaming menjadi salah satu kegiatan hiburan yang dapat meningkatkan pengalaman berbelanja konsumen. Berdasarkan Statistik (2018), Indonesia saat ini memiliki sekitar 28,2 juta pembeli online dan diproyeksikan akan mengalami peningkatan tahunan sebesar 3-4% untuk tahun-tahun mendatang. Persaingan dalam dunia bisnis berbasis online di Indonesia sangat banyak, seperti e-commerce Shopee, Tokopedia, Bukalapak, dan e-commerce lainnya bersaing sangat ketat untuk menjadi e-commerce terbaik. Namun, belum banyak penelitian yang dilakukan pada live streaming, terutama pada e-commerce Shopee di Indonesia. Berdasarkan kerangka kerja stimulus-organisme-respon (SOR), penelitian ini menguji pengaruh ikatan relasional terhadap keterlibatan konsumen melalui komitmen afektif pada e-commerce Shopee Live di Indonesia. Hasil penelitian menumukan bahwa ikatan relasional berpengaruh langsung dan tidak langsung terhadap keterlibatan konsumen. Penelitian ini memberikan wawasan bagi para penjual melalui live streaming untuk meningkatkan keterlibatan konsumen dengan ikatan relasional dalam berbelanja.
Keyword : Shopee Live, Financial Bonds, Social Bonds, Structural Bonds, Affective Commitment, Consumer Engagement, SEM

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DOI: http://dx.doi.org/10.29040/jap.v23i2.6469