INTENTION TO PURCHASE ON SHOPEE LIVE STREAMING BASED ON PERCEIVED VALUE
Keywords:
Perceived Value, Utilitarian Value, Hedonic Value, Social Value, Purchase Intention
Abstract
This study aims to identify the influence of utilitarian value, hedonic value, and social value on consumer purchase intentions in e-commerce live streaming by referring to the theory of planned behavior. The sampling technique was carried out using purposive sampling technique, namely shopee users who have shopped through the Shopee live streaming platform or shopee users who have shopped through the shopee live platform in the last 1 month. The method used to collect data is a questionnaire in the form of a google form. The analysis technique used is regression with the SPSS program. Based on the analysis conducted, this study concludes that Utilitarian Value has an influence on Purchase Intention, Hedonic Value also plays a role in influencing Purchase Intention, and Social Value similarly impacts Purchase Intention. Utilitarian value reflects the practical and functional benefits of a product or service that meet consumer needs. Hedonic value is related to the pleasure and emotional experience felt when using a product or service. Meanwhile, social value relates to how the product can improve status or self-image in the eyes of others. These three values significantly drive consumers' intention to buy a product. So the higher the utilitarian value, hedonic value, and social value, the higher the consumer purchase intention on e-commerce live streaming.
References
Adi, E. N., Ricardianto, P., Fitriono, M., Ikawati, I., Gutomo, T., Raharjo, T. E., Murtiwidayanti, S. Y., Purnama, A., Hermawati, I., & Endri, E. (2024). Utilitarian value and hedonic value: Empirical evidence of purchase intention at Soekarno-Hatta international airport. Uncertain Supply Chain Management, 12(3), 1681–1692. https://doi.org/10.5267/j.uscm.2024.3.013
Anggreani, D. D. M., & Suciarto A., S. (2020). Pengaruh Gaya Hidup Berbelanja Dan Perilaku Hedonik Terhadap Pembelian Impulsif (Studi) Pada Toko Belanja Online Shopee. JEMAP, 3(1), 36–41. https://doi.org/10.24167/jemap.v3i1.2633
Arisman, A., & Salehudin, I. (2022). Does Live Stream Selling Affect Customer Engagement and Purchase Intention? The Shopee Live Platform Case Study. ASEAN Marketing Journal, 14(2). https://doi.org/10.21002/amj.v14i2.1201
Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and hedonic motivations for live streaming shopping. TVX 2018 - Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video, 81–88. https://doi.org/10.1145/3210825.3210837
Chang, E. C., & Tseng, Y. F. (2013). Research note: E-store image, perceived value and perceived risk. Journal of Business Research, 66(7), 864–870. https://doi.org/10.1016/j.jbusres.2011.06.012
Charisma, Lady, & Suprapti, N. W. S. (2020). Pengaruh Nilai Utilitarian dan Persepsi Kemudahan Penggunaan terhadap Kepuasan untuk Meningkatkan Niat Beli Ulang (Studi pada Pengguna Aplikasi E-Money Merek OVO di Kota Denpasar dan Kabupaten Badung). E-Jurnal Manajemen Universitas Udayana, 9(6), 2147. https://doi.org/10.24843/ejmunud.2020.v09.i06.p05
Databoks. (2022, July 6). Survei Jakpat: Shopee Rajai Penggunaan Live Shopping di Indonesia. Databoks.
Databoks. (2023). Pengunjung Shopee Makin Banyak, Bagaimana E-Commerce Lain? Databoks.
Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785. https://doi.org/10.1108/IntR-06-2016-0164
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 edisi 9. E-Jurnal Akuntansi Universitas Udayana.
Guo, G., Li, Y., & Zhong, J. (2024). The Effect of Perceived Value on College Students’ Purchasing Behavior in Live Streaming. International Journal of Business and Management, 19(5), 103. https://doi.org/10.5539/ijbm.v19n5p103
Hai Binh, L., & Thi Mai Le, L. (2023). Applying Extended Theory of Planned Behavior to Investigate Consumer Purchase Intention toward Street Food Vendors. VNU Journal of Economics and Business, 3(6), 90–100. https://doi.org/10.57110/vnujeb.v2i6.240
Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (7th ed.).
Hendrawan, G. M., & Agustini, M. Y. D. H. (2021). The Mediating Effect of e-Satisfaction and Trust on the Influence of Brand Image and e-Loyalty. Journal of Management and Business Environment (JMBE), 3(1), 10. https://doi.org/10.24167/jmbe.v3i1.3307
Koo, D. M., Kim, J. J., & Lee, S. H. (2008). Personal values as underlying motives of shopping online. Asia Pacific Journal of Marketing and Logistics, 20(2), 156–173. https://doi.org/10.1108/13555850810864533
Lin, C. C., & Dong, C. M. (2023). Exploring Consumers’ Purchase Intention on Energy-Efficient Home Appliances: Integrating the Theory of Planned Behavior, Perceived Value Theory, and Environmental Awareness. Energies, 16(6). https://doi.org/10.3390/en16062669
Nasution, S. W. P., & Nasution, S. U. A. (2023). The Role of Utilitarian Value, Hedonic Value, and Emotional Value on Purchase Intention through Shopee Live. International Journal Adi, E. N., Ricardianto, P., Fitriono, M., Ikawati, I., Gutomo, T., Raharjo, T. E., Murtiwidayanti, S. Y., Purnama, A., Hermawati, I., & Endri, E. (2024). Utilitarian value and hedonic value: Empirical evidence of purchase intention at Soekarno-Hatta international airport. Uncertain Supply Chain Management, 12(3), 1681–1692. https://doi.org/10.5267/j.uscm.2024.3.013
Anggreani, D. D. M., & Suciarto A., S. (2020). Pengaruh Gaya Hidup Berbelanja Dan Perilaku Hedonik Terhadap Pembelian Impulsif (Studi) Pada Toko Belanja Online Shopee. JEMAP, 3(1), 36–41. https://doi.org/10.24167/jemap.v3i1.2633
Arisman, A., & Salehudin, I. (2022). Does Live Stream Selling Affect Customer Engagement and Purchase Intention? The Shopee Live Platform Case Study. ASEAN Marketing Journal, 14(2). https://doi.org/10.21002/amj.v14i2.1201
Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and hedonic motivations for live streaming shopping. TVX 2018 - Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video, 81–88. https://doi.org/10.1145/3210825.3210837
Chang, E. C., & Tseng, Y. F. (2013). Research note: E-store image, perceived value and perceived risk. Journal of Business Research, 66(7), 864–870. https://doi.org/10.1016/j.jbusres.2011.06.012
Charisma, Lady, & Suprapti, N. W. S. (2020). Pengaruh Nilai Utilitarian dan Persepsi Kemudahan Penggunaan terhadap Kepuasan untuk Meningkatkan Niat Beli Ulang (Studi pada Pengguna Aplikasi E-Money Merek OVO di Kota Denpasar dan Kabupaten Badung). E-Jurnal Manajemen Universitas Udayana, 9(6), 2147. https://doi.org/10.24843/ejmunud.2020.v09.i06.p05
Databoks. (2022, July 6). Survei Jakpat: Shopee Rajai Penggunaan Live Shopping di Indonesia. Databoks.
Databoks. (2023). Pengunjung Shopee Makin Banyak, Bagaimana E-Commerce Lain? Databoks.
Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785. https://doi.org/10.1108/IntR-06-2016-0164
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 edisi 9. E-Jurnal Akuntansi Universitas Udayana.
Guo, G., Li, Y., & Zhong, J. (2024). The Effect of Perceived Value on College Students’ Purchasing Behavior in Live Streaming. International Journal of Business and Management, 19(5), 103. https://doi.org/10.5539/ijbm.v19n5p103
Hai Binh, L., & Thi Mai Le, L. (2023). Applying Extended Theory of Planned Behavior to Investigate Consumer Purchase Intention toward Street Food Vendors. VNU Journal of Economics and Business, 3(6), 90–100. https://doi.org/10.57110/vnujeb.v2i6.240
Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (7th ed.).
Hendrawan, G. M., & Agustini, M. Y. D. H. (2021). The Mediating Effect of e-Satisfaction and Trust on the Influence of Brand Image and e-Loyalty. Journal of Management and Business Environment (JMBE), 3(1), 10. https://doi.org/10.24167/jmbe.v3i1.3307
Koo, D. M., Kim, J. J., & Lee, S. H. (2008). Personal values as underlying motives of shopping online. Asia Pacific Journal of Marketing and Logistics, 20(2), 156–173. https://doi.org/10.1108/13555850810864533
Lin, C. C., & Dong, C. M. (2023). Exploring Consumers’ Purchase Intention on Energy-Efficient Home Appliances: Integrating the Theory of Planned Behavior, Perceived Value Theory, and Environmental Awareness. Energies, 16(6). https://doi.org/10.3390/en16062669
Nasution, S. W. P., & Nasution, S. U. A. (2023). The Role of Utilitarian Value, Hedonic Value, and Emotional Value on Purchase Intention through Shopee Live. International Journal of Management Science and Application, 2(1), 53–66. https://doi.org/10.58291/ijmsa.v2i1.213
Novela, S., Sihombing, Y. O., Novita, Caroline, E., & Octavia, R. (2020). The Effects of Hedonic and Utilitarian Motivation toward Online Purchase Intention with Attitude as Intervening Variable. 2020 International Conference on Information Management and Technology (ICIMTech), 75–80. https://doi.org/10.1109/ICIMTech50083.2020.9211197
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134. https://doi.org/10.1080/10864415.2003.11044275
Valesi, R., Andreini, D., & Pedeliento, G. (2024). Insect-based food consumption: Hedonic or utilitarian motives? Moderation and segmentation analyses. Food Quality and Preference, 118. https://doi.org/10.1016/j.foodqual.2024.105193
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, 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Wu, Y., & Huang, H. (2023). Influence of Perceived Value on Consumers’ Continuous Purchase Intention in Live-Streaming E-Commerce—Mediated by Consumer Trust. Sustainability (Switzerland), 15(5). https://doi.org/10.3390/su15054432
Zhang, H., Zheng, S., & Zhu, P. (2024). Why are Indonesian consumers buying on live streaming platforms? Research on consumer perceived value theory. Heliyon, 10(13). https://doi.org/10.1016/j.heliyon.2024.e33518
Anggreani, D. D. M., & Suciarto A., S. (2020). Pengaruh Gaya Hidup Berbelanja Dan Perilaku Hedonik Terhadap Pembelian Impulsif (Studi) Pada Toko Belanja Online Shopee. JEMAP, 3(1), 36–41. https://doi.org/10.24167/jemap.v3i1.2633
Arisman, A., & Salehudin, I. (2022). Does Live Stream Selling Affect Customer Engagement and Purchase Intention? The Shopee Live Platform Case Study. ASEAN Marketing Journal, 14(2). https://doi.org/10.21002/amj.v14i2.1201
Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and hedonic motivations for live streaming shopping. TVX 2018 - Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video, 81–88. https://doi.org/10.1145/3210825.3210837
Chang, E. C., & Tseng, Y. F. (2013). Research note: E-store image, perceived value and perceived risk. Journal of Business Research, 66(7), 864–870. https://doi.org/10.1016/j.jbusres.2011.06.012
Charisma, Lady, & Suprapti, N. W. S. (2020). Pengaruh Nilai Utilitarian dan Persepsi Kemudahan Penggunaan terhadap Kepuasan untuk Meningkatkan Niat Beli Ulang (Studi pada Pengguna Aplikasi E-Money Merek OVO di Kota Denpasar dan Kabupaten Badung). E-Jurnal Manajemen Universitas Udayana, 9(6), 2147. https://doi.org/10.24843/ejmunud.2020.v09.i06.p05
Databoks. (2022, July 6). Survei Jakpat: Shopee Rajai Penggunaan Live Shopping di Indonesia. Databoks.
Databoks. (2023). Pengunjung Shopee Makin Banyak, Bagaimana E-Commerce Lain? Databoks.
Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785. https://doi.org/10.1108/IntR-06-2016-0164
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 edisi 9. E-Jurnal Akuntansi Universitas Udayana.
Guo, G., Li, Y., & Zhong, J. (2024). The Effect of Perceived Value on College Students’ Purchasing Behavior in Live Streaming. International Journal of Business and Management, 19(5), 103. https://doi.org/10.5539/ijbm.v19n5p103
Hai Binh, L., & Thi Mai Le, L. (2023). Applying Extended Theory of Planned Behavior to Investigate Consumer Purchase Intention toward Street Food Vendors. VNU Journal of Economics and Business, 3(6), 90–100. https://doi.org/10.57110/vnujeb.v2i6.240
Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (7th ed.).
Hendrawan, G. M., & Agustini, M. Y. D. H. (2021). The Mediating Effect of e-Satisfaction and Trust on the Influence of Brand Image and e-Loyalty. Journal of Management and Business Environment (JMBE), 3(1), 10. https://doi.org/10.24167/jmbe.v3i1.3307
Koo, D. M., Kim, J. J., & Lee, S. H. (2008). Personal values as underlying motives of shopping online. Asia Pacific Journal of Marketing and Logistics, 20(2), 156–173. https://doi.org/10.1108/13555850810864533
Lin, C. C., & Dong, C. M. (2023). Exploring Consumers’ Purchase Intention on Energy-Efficient Home Appliances: Integrating the Theory of Planned Behavior, Perceived Value Theory, and Environmental Awareness. Energies, 16(6). https://doi.org/10.3390/en16062669
Nasution, S. W. P., & Nasution, S. U. A. (2023). The Role of Utilitarian Value, Hedonic Value, and Emotional Value on Purchase Intention through Shopee Live. International Journal Adi, E. N., Ricardianto, P., Fitriono, M., Ikawati, I., Gutomo, T., Raharjo, T. E., Murtiwidayanti, S. Y., Purnama, A., Hermawati, I., & Endri, E. (2024). Utilitarian value and hedonic value: Empirical evidence of purchase intention at Soekarno-Hatta international airport. Uncertain Supply Chain Management, 12(3), 1681–1692. https://doi.org/10.5267/j.uscm.2024.3.013
Anggreani, D. D. M., & Suciarto A., S. (2020). Pengaruh Gaya Hidup Berbelanja Dan Perilaku Hedonik Terhadap Pembelian Impulsif (Studi) Pada Toko Belanja Online Shopee. JEMAP, 3(1), 36–41. https://doi.org/10.24167/jemap.v3i1.2633
Arisman, A., & Salehudin, I. (2022). Does Live Stream Selling Affect Customer Engagement and Purchase Intention? The Shopee Live Platform Case Study. ASEAN Marketing Journal, 14(2). https://doi.org/10.21002/amj.v14i2.1201
Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and hedonic motivations for live streaming shopping. TVX 2018 - Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video, 81–88. https://doi.org/10.1145/3210825.3210837
Chang, E. C., & Tseng, Y. F. (2013). Research note: E-store image, perceived value and perceived risk. Journal of Business Research, 66(7), 864–870. https://doi.org/10.1016/j.jbusres.2011.06.012
Charisma, Lady, & Suprapti, N. W. S. (2020). Pengaruh Nilai Utilitarian dan Persepsi Kemudahan Penggunaan terhadap Kepuasan untuk Meningkatkan Niat Beli Ulang (Studi pada Pengguna Aplikasi E-Money Merek OVO di Kota Denpasar dan Kabupaten Badung). E-Jurnal Manajemen Universitas Udayana, 9(6), 2147. https://doi.org/10.24843/ejmunud.2020.v09.i06.p05
Databoks. (2022, July 6). Survei Jakpat: Shopee Rajai Penggunaan Live Shopping di Indonesia. Databoks.
Databoks. (2023). Pengunjung Shopee Makin Banyak, Bagaimana E-Commerce Lain? Databoks.
Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785. https://doi.org/10.1108/IntR-06-2016-0164
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 edisi 9. E-Jurnal Akuntansi Universitas Udayana.
Guo, G., Li, Y., & Zhong, J. (2024). The Effect of Perceived Value on College Students’ Purchasing Behavior in Live Streaming. International Journal of Business and Management, 19(5), 103. https://doi.org/10.5539/ijbm.v19n5p103
Hai Binh, L., & Thi Mai Le, L. (2023). Applying Extended Theory of Planned Behavior to Investigate Consumer Purchase Intention toward Street Food Vendors. VNU Journal of Economics and Business, 3(6), 90–100. https://doi.org/10.57110/vnujeb.v2i6.240
Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (7th ed.).
Hendrawan, G. M., & Agustini, M. Y. D. H. (2021). The Mediating Effect of e-Satisfaction and Trust on the Influence of Brand Image and e-Loyalty. Journal of Management and Business Environment (JMBE), 3(1), 10. https://doi.org/10.24167/jmbe.v3i1.3307
Koo, D. M., Kim, J. J., & Lee, S. H. (2008). Personal values as underlying motives of shopping online. Asia Pacific Journal of Marketing and Logistics, 20(2), 156–173. https://doi.org/10.1108/13555850810864533
Lin, C. C., & Dong, C. M. (2023). Exploring Consumers’ Purchase Intention on Energy-Efficient Home Appliances: Integrating the Theory of Planned Behavior, Perceived Value Theory, and Environmental Awareness. Energies, 16(6). https://doi.org/10.3390/en16062669
Nasution, S. W. P., & Nasution, S. U. A. (2023). The Role of Utilitarian Value, Hedonic Value, and Emotional Value on Purchase Intention through Shopee Live. International Journal of Management Science and Application, 2(1), 53–66. https://doi.org/10.58291/ijmsa.v2i1.213
Novela, S., Sihombing, Y. O., Novita, Caroline, E., & Octavia, R. (2020). The Effects of Hedonic and Utilitarian Motivation toward Online Purchase Intention with Attitude as Intervening Variable. 2020 International Conference on Information Management and Technology (ICIMTech), 75–80. https://doi.org/10.1109/ICIMTech50083.2020.9211197
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134. https://doi.org/10.1080/10864415.2003.11044275
Valesi, R., Andreini, D., & Pedeliento, G. (2024). Insect-based food consumption: Hedonic or utilitarian motives? Moderation and segmentation analyses. Food Quality and Preference, 118. https://doi.org/10.1016/j.foodqual.2024.105193
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, 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Wu, Y., & Huang, H. (2023). Influence of Perceived Value on Consumers’ Continuous Purchase Intention in Live-Streaming E-Commerce—Mediated by Consumer Trust. Sustainability (Switzerland), 15(5). https://doi.org/10.3390/su15054432
Zhang, H., Zheng, S., & Zhu, P. (2024). Why are Indonesian consumers buying on live streaming platforms? Research on consumer perceived value theory. Heliyon, 10(13). https://doi.org/10.1016/j.heliyon.2024.e33518
Published
2024-12-25
How to Cite
Natasya Arlita Hartanti, & Maria Yosephine Dwi Hayu Agustini. (2024). INTENTION TO PURCHASE ON SHOPEE LIVE STREAMING BASED ON PERCEIVED VALUE. INTERNATIONAL SEMINAR, 6, 1173 - 1186. Retrieved from https://conference.unita.ac.id/index.php/conference/article/view/310
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Articles
