PENGARUH LIVE STREAMING SHOPPING TERHADAP PERCEIVED RISK DAN DAMPAKNYA TERHADAP PURCHASE INTENTION DI INDONESIA

Abstrak

Shopping online has a higher level of risk due to limited physical access to products, so that product quality often does not meet expectations. When the perceived risk is high, consumers have the choice to avoid buying. Live streaming shopping is a new medium for shopping online. Live streaming shopping can reduce the risk of online shopping because in live streaming shopping consumers can interact directly with sellers to ask questions about products through the comments column. Referring to the statements and problems that have been described, this research will re-examine the relationship between live streaming shopping stimulus, perceived risk, and purchase intention according to the research presented by Song and Liu in 2021. This research was processed using the Covariance Based Structural Equation method. Modeling (CB-SEM) with AMOS 24 software. The results of this study, there is a significant effect of media richness on perceived risk and has an indirect effect on purchase intention.

Abstrak 

Berbelanja secara online memiliki tingkat risiko yang lebih tinggi karena akses fisik yang terbatas pada produk, sehingga sering terjadi kualitas produk yang tidak sesuai keinginan. Ketika persepsi risiko yang diterima tinggi maka konsumen mempunyai pilihan untuk menghindari pembelian. Live streaming shopping merupakan media baru dalam berbelanja secara online. Live streaming shopping dapat mengurangi risiko belanja online karena didalam live streaming shopping konsumen dapat berinteraksi secara langsung dengan penjual untuk bertanya tentang produk melalui kolom komentar. Mengacu pada pernyataan dan permasalahan yang sudah dipaparkan, penelitian kali ini akan meneliti mengenai keterkaitan antara stimulus live streaming shopping, perceived risk, dan purchase intention. Penelitian ini sudah pernah dilakukan di China oleh Song pada tahun 2021. Penelitian ini diolah menggunakan metode Covarian Based Structural Equation Modelling (CB-SEM) dengan bantuan software AMOS 24. Hasil pada penelitian ini terdapat pengaruh signifikan media richness terhadap perceived risk dan memiliki pengaruh secara tidak langsung terhadap purchase intention.