The Effect of Live Streaming and Online Customer Review on Shopee Purchase Intention: Trust as an Intervening Variable

Jesika Umbaseng; Maria Pampa Kumalaningrum

doi:10.47814/ijssrr.v8i3.2645

Jesika Umbaseng Management Department, STIE YKPN Business School Yogyakarta, Indonesia
Maria Pampa Kumalaningrum Management Department, STIE YKPN Business School Yogyakarta, Indonesia

DOI: https://doi.org/10.47814/ijssrr.v8i3.2645

Keywords: Live Streaming, Online Customer Reviews, Trust, Purchase Intention

Abstract

In today’s rapidly developing digital era, people are starting to shift from conventional shopping to online shopping, making e-commerce the main choice to meet their daily needs. One of the e-commerce platforms that is widely used in Indonesia is Shoppe, which is known for its live streaming and online customer reviews features that can influence purchase intention. The purpose of this study is to study the effect of live streaming and online customer reviews on purchase intention with trust as an intervening variable. The method used in this study is a quantitative method. Data obtained from 200 respondents from the results of distributing questionnaires to several social media. The results showed that live streaming had a positive and significant effect on purchase intention, while online customer reviews did not affect purchase intention. In addition, the results showed that there was a positive and significant partial effect of live streaming and online customer reviews on purchase intention with trust as an intervening variable.

References

Agustina, R., Hinggo, H. T., & Zaki, H. (2023). Pengaruh Brand Ambassador, E-Wom , Dan Brand Trust. Jurnal Ilmiah Mahasiswa Merdeka EMBA, 2(1), 433–445.

Aizen, I. (1991). The theory of planned behavior. Organ. 33(1), 52–68. https://doi.org/10.47985/dcidj.475.

Al-Abbadi, L. H., Bader, D. M. K., Mohammad, A., Al-Quran, A. Z., Aldaihani, F. M. F., Al-Hawary, S. I. S., & Alathamneh, F. F. (2022). The effect of online consumer reviews on purchasing intention through product mental image. International Journal of Data and Network Science, 6(4), 1519–1530. https://doi.org/10.5267/j.ijdns.2022.5.001.

Beneke, J., de Sousa, S., Mbuyu, M., & Wickham, B. (2016). The effect of negative online customer reviews on brand equity and purchase intention of consumer electronics in South Africa. International Review of Retail, Distribution and Consumer Research, 26(2), 171–201. https://doi.org/10.1080/09593969.2015.1068828

Chen, Lee, C. C., Lin, Y. H., & Chen, W. Y. (2018). Did the S.A.R.S. epidemic weaken the integration of Asian stock markets? Evidence from smooth time-varying cointegration analysis. Economic Research-Ekonomska Istrazivanja, 31(1), 908–926. https://doi.org/10.1080/1331677X.2018.1456354.

Chen, Y., Lu, F., & Zheng, S. (2020). A Study on the Influence of E-Commerce Live Streaming on Consumer Repurchase Intentions. International Journal of Marketing Studies, 12(4), 48. https://doi.org/10.5539/ijms.v12n4p48

Chevalier, J. A., & Mayzlin, D. (2006). Chevalier-2006-The Effect of Word of Mouth on Sales. Journal of Marketing Research, 43(3), 345–354.

Dellarocas, C., Zhang, X. (Michael), & Awad, N. F. (2007). Online Communities: Conceptualizing the Online Social Network. Journal of Interactive Marketing, 21(3), 2–20. https://doi.org/10.1002/dir.

El-Said, O. A. (2020). Impact of online reviews on hotel booking intention: The moderating role of brand image, star category, and price. Tourism Management Perspectives, 33(March 2019), 100604. https://doi.org/10.1016/j.tmp.2019.100604.

Elwalda, A., Lü, K., & Ali, M. (2016). Perceived derived attributes of online customer reviews. Computers in Human Behavior, 56, 306–319. https://doi.org/10.1016/j.chb.2015.11.051.

Ferdinand, A. (2002). Pengembangan Minat Beli Merek Ekstensi. Badan Penerbit Universitas Diponegoro.

Filieri, R., Hofacker, C. F., & Alguezaui, S. (2018). What makes information in online consumer reviews diagnostic over time? The role of review relevancy, factuality, currency, source credibility and ranking score. Computers in Human Behavior, 80, 122–131. https://doi.org/10.1016/j.chb.2017.10.039.

Fornell, C., & Larcker, David, F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50.

Gefen, D. (2003). Trust and TAM in Online Shopping: An Integrated Model. Statewide Agricultural Land Use Baseline 2015, 27(1), 51–90.

Ghozali, imam. (2016). Aplikasi Analisis Multivariate dengan Program IBM SPSS 23. Badan Penerbit Universitas Diponegoro.

Ginting, A. K., & Harahap, K. (2022). Pengaruh Direct Marketing dan Product Quality Terhadap Repurchase Intention pada Live Streaming Marketing Shopee Live (Studi pada Pengguna Aplikasi Shopee di Kota Medan). Journal of Social Research, 1(8), 851–863. https://doi.org/10.55324/josr.v1i8.175.

Guo, J., Li, Y., Xu, Y., & Zeng, K. (2021). How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory. Frontiers in Psychology, 12(November), 1–10. https://doi.org/10.3389/fpsyg.2021.767876.

Halim, E., & Karsen, M. (2020). The impact of trust to online purchase intention of business investors. Proceedings of 2020 International Conference on Information Management and Technology, ICIMTech 2020, August, 709–714. https://doi.org/10.1109/ICIMTech50083.2020.9211132.

Höck, C., Ringle, C. M., & Sarstedt, M. (2010). Management of multi-purpose stadiums: Importance and performance measurement of service interfaces. International Journal of Services, Technology and Management, 14(2–3), 188–207. https://doi.org/10.1504/IJSTM.2010.034327.

Ho-dac, N. N., Carson, S. J., & Moore, W. L. (2013). The Effects of Positive and Negative Online Customer Reviews: Do Brand Matter ? Journal of Marketing, 77(November), 37–53.

Hu, M., Zhang, M., & Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. Computers in Human Behavior, 75, 594–606. https://doi.org/10.1016/j.chb.2017.06.006.

Huang, A. H., Chen, K., Yen, D. C., & Tran, T. P. (2015). A study of factors that contribute to online review helpfulness. Computers in Human Behavior, 48, 17–27. https://doi.org/10.1016/j.chb.2015.01.010.

Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2002). Consumer trust in an Internet store. Information Technology and Management, 1, 45–71. https://doi.org/10.1016/0005-2728 (76)90179-1.

Jejak Persaingan Shopee dan Toko Pedia, Siapa Penguasa Pasar E-Commerce RI saat ini (2024). Diakses pada 10 April 2025 dari Jejak Persaingan Shopee dengan Tokopedia, Siapa Penguasa Pasar E-Commerce RI Saat Ini? | tempo.co.

Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544–564. https://doi.org/10.1016/j.dss.2007.07.001.

Kumalaningrum, M. P., Ciptono, W. S., Indarti, N., & Purnomo, B. R. (2023). Ambidexterity in Indonesian SMEs: A systematic review and synthesis for future research. Cogent Business & Management, 10(1), 2199490. https://doi.org/10.1080/23311975.2023.2199490.

Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland), 12(6), 1–18. https://doi.org/10.3390/info12060241.

Lee, J., Park, D. H., & Han, I. (2011). The different effects of online consumer reviews on consumers’ purchase intentions depending on trust in online shopping malls: An advertising perspective. Internet Research, 21(2), 187–206. https://doi.org/10.1108/10662241111123766.

Lin, L. Y., & Ching Yuh, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: The moderating effects of word of mouth. Tourism Review, 65(3), 16–34. https://doi.org/10.1108/16605371011083503.

Lu, B., & Chen, Z. (2021). Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective. Information and Management, 58(7), 103509. https://doi.org/10.1016/j.im.2021.103509.

Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225–237. https://doi.org/10.1016/j.chb.2015.11.057.

Majeed, A., Ahmed, I., & Rasheed, A. (2022). Investigating influencing factors on consumers’ choice behavior and their environmental concerns while purchasing green products in Pakistan. Journal of Environmental Planning and Management, 65(6), 1110–1134. https://doi.org/10.1080/09640568.2021.1922995.

Manzil, L. D., & Vania, A. (2023). The Influence of Live-Streamers on Somethinc’s Purchase Intention at Tiktok Shop Mediated by Consumer Trust. Jurnal Informatika Ekonomi Bisnis, 5, 217–221. https://doi.org/10.37034/infeb.v5i1.225.

Mcknight, D. H., Carter, M., Thatcher, J. B., & Clay, P. F. (2011). Trust in a specific technology: An investigation of its components and measures. ACM Transactions on Management Information Systems, 2(2). https://doi.org/10.1145/1985347.1985353.

Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2022). "How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory. International Journal of Web Information Systems, 17 No. 4,. https://doi.org/10.1108/IJWIS-02-2021-0012.

Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of. Journal of Marketing, 58(July), 20–38.

Moriuchi, E. (2021). An empirical study on anthropomorphism and engagement with disembodied AIs and consumers’ re-use behavior. Psychology and Marketing, 38(1), 21–42. https://doi.org/10.1002/mar.21407.

Mudambi, S. M., Schuff, D., & Schuff, D. (2010). Quarterly What Makes a Helpful Online Reviews A Study of Customer Review? On Amazon. Com. MIS Quarterly, 34(1), 185–200.

Nagar, K. (2020). An Examination of Gym Supplement Choice: Using the Modified Theory of Planned Behaviour. Journal of Food Products Marketing, 26(7), 499–520. https://doi.org/10.1080/10454446.2020.1817827.

Ovaliana, W. D., & Mahfudz. (2022). Pengaruh Online Customer Review dan Customer Rating Terhadap Kepercayaan Konsumen dan Keputusan Pembelian Make Over pada Marketplace Shopee di Kota Semarang. Diponegoro Journal of Management, 11(3), 1–12.

Prajogo, W., Kusumawati, H., & Wijaya, N. H. S. (2020). Organizational Culture as Determinant of Employee Based Antecedents to Organizational Cynicism. Humanities & Social Sciences Reviews, 8(1), 881–886. https://doi.org/10.18510/hssr.2020.81105.

Prajogo, W., Wijaya, N. H. S., & Kusumawati, H. (2020). The Relationship of Organisational Cynicism, Emotional Exhaustion, Creative Work Involvement and In- Role Performance. International Journal of Innovation, 12(5).

Putri, P. M., & Marlien, R. A. (2022). Pengaruh Digital Marketing terhadap Keputusan Pembelian Online. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 25–36. https://doi.org/10.36778/jesya.v5i1.510.

Rosania, A., & Wilujeng, I. P. (2023). How Online Customer Reviews Affect Purchase Intention Mediate by Trust. Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-178-4_25.

Rosniati, Heriyadi, Afifah, N., Pebrianti, W., & Setiawan, H. (2023). The influence of live streaming shopping, online customer reviews, and affiliate marketing on impulse buying trought customer trust in e-commerce shopee. Ijafibs, 11(3), 460–472.

Shukla, P. (2014). The impact of organizational efforts on consumer concerns in an online context. Information and Management, 51(1), 113–119. https://doi.org/10.1016/j.im.2013.11.003.

Slamet Ciptono, W., Utomo, H., Putri Noviasari, T., & Pampa Kumalaningrum, M. (2024). Review of Research on Management Innovation and Innovation Management: A Bibliometric Analysis. Journal of Technology Management & Innovation, 19(2), 100–111. https://doi.org/10.4067/S0718-27242024000200100.

Solomon. (2018). Consumer Behavior Consumer behavior. Pearson Education India, 27(23), 1– 93. http://www.pearsonmylabandmastering.com.

Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37(August), 100886. https://doi.org/10.1016/j.elerap.2019.100886.

Sunarto. (2006). Perilaku Konsumen. Amus Yogyakarta.

Tong, J. (2017). A Study on the Effect of Web Live Broadcast on Consumers’ Willingness to Purchase. Open Journal of Business and Management, 05(02), 280–289. https://doi.org/10.4236/ojbm.2017.52025.

Wang, J., Shahzad, F., Ahmad, Z., Abdullah, M., & Hassan, N. M. (2022). Trust and Consumers’ Purchase Intention in a Social Commerce Platform: A Meta-Analytic Approach. SAGE Open, 12(2). https://doi.org/10.1177/21582440221091262.

Wijaya, N. H. S. (2025). Extending the Transformational Leadership-Innovative Work Behavior Relationship: Integrating Climate for Innovation and Dissimilarities in Dyad Relational Demography. Journal of Leadership & Organizational Studies, 32(1), 34–48. https://doi.org/10.1177/15480518241301237.

Wixom, B. H., & Watson, H. J. (2001). Investigation of the Factors an Empirical. 25(1), 17–41.

Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117(August), 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032.

Yang, G., Chaiyasoonthorn, W., & Chaveesuk, S. (2024). Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector. Acta Psychologica, 249(August), 104415. https://doi.org/10.1016/j.actpsy.2024.104415.

Zhang, M., Qin, F., Wang, G. A., & Luo, C. (2020). The impact of live video streaming on online purchase intention. Service Industries Journal, 40(9–10), 656–681. https://doi.org/10.1080/02642069.2019.1576642.

Zhang, M., Sun, L., Qin, F., & Wang, G. A. (2020). E-service quality on live streaming platforms: Swift guanxi perspective. Journal of Services Marketing, 35(3), 312–324. https://doi.org/10.1108/JSM-01-2020-0009.

Zhou, L., Jin, F., Wu, B., Wang, X., & Wang, V. L. (2022). Understanding the Role of Influencers on Live Streaming Platforms: When Tipping Makes the Difference. European Journal of Marketing, 56 (2), https://doi: 10.1108/EJM-10-2021-0815.