Encouraging Purchase Intention in TikTok Live Streaming: The Role of Live Streaming Shopping Attributes
Abstract
Objective –This study aims to delve into the factors that impact consumers' purchase intention when shopping on the platform, namely Live Streaming Shopping Attributes, Low Price Appeal, Trust in Sellers, and a Guarantee Return Policy as a moderating variable.
Methodology –The research design includes a survey of 170 participants selected through purposive sampling and analyzed using PLS-SEM statistical analysis.
Results –The results of this study show that Live Streaming Shopping Attributes and Low-Price Appeal significantly impact purchase intention, and that Guarantee Return Policy plays a significant role in moderating their effects. The findings of this study will provide valuable insights for companies and managers looking to increase purchase intention through live-streaming shopping.
Novelty/Originality –This study breaks new ground by using the Guarantee Return Policy as a moderating variable, whereas prior studies have only explored it as a mediating factor.Keywords
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DOI: https://doi.org/10.24815/jaroe.v6i1.31196
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Department of Accounting
Faculty of Economics and Business
Universitas Syiah Kuala
Kopelma Darussalam, Banda Aceh, Indonesia - 23111
E-ISSN: 2621-1041
Journal of Accounting Research, Organization and Economics by Department of Accounting Faculty of Economics and Business Universitas Syiah Kuala is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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