Faktor-Faktor Yang Mempengaruhi Immersion Saat Live Streaming Syaria Shopping Serta Pengaruhnya Kepada Minat Pembelian (Studi Pada Social Commerce Tik Tok Indonesia)

Shabira Maharani, I Made Bayu Dirgantara


The mainstay platform in Indonesia in terms of online shopping today is e-commerce. The population specified in writing this research is people in Indonesia who have watched a live streaming shopping program on the social commerce platform TikTok for more than 3 minutes in the past month and have interacted with the streamer. The sample that will be used by researchers in this research is 150 respondents who in the past month have watched live streaming shopping on the TikTok platform for more than 3 minutes and have interacted with the streamer. This study shows that the results of all the hypotheses proposed in this study have a positive and significant effect. H1: Visibility has a significant effect on immersion. H2: Metavoicing has a significant effect on immersion. H3: Shopping guides have a significant effect on immersion. H4: Trade affordability has a significant effect on immersion. H5: Immersion has a significant effect on purchase intention. H6: Immersion mediates the relationship between visibility and purchase intention. H7: Immersion mediates the relationship between metavoicing and purchase intention. H8: Immersion mediates the relationship between shopping guides and purchase intention. H9: Immersion mediates the relationship between trade affordability and purchase intention.

Full Text:



Aubert-Gamet V. (1997). Twisting servicescapes: diversion of the physical environment in a re- appropriation process. International Journal of Service Industry Management 8(1): 26–41

Biocca, F., & Delaney, B. (1995). Immersive Virtual Reality Technology, in Communication in the Age of Virtual Reality. Frank Biocca, Mark R. Levy, editors. Hillsdale, NJ: Lawrence Erlbaum Associates. 57–124.

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.

Cai, J., & Wohn, D. Y. (2019). Live Streaming Commerce: Uses and Gratifications Approach to Understanding Consumers' Motivations. Proceedings of the Annual Hawaii International Conference on System Sciences. pp. 2548-2557

Carù, A., & Cova, B. (2006). How to facilitate immersion in a consumption experience: appropriation operations and service elements. Journal of Consumer Behaviour. pp 4-44

Chen, A., Lu, Y., & Wang, B., (2017). Customers’ purchase decision-making process in social commerce: a social learning perspective. Int. J. Inform. Manage. 37 (6), 627–638.

Chen, Bing, Lei Wang, Hassan Rasool, & Jun Wang. (2022). “Research on the Impact of Marketing Strategy on Consumers’ Impulsive Purchase Behavior in Livestreaming E-Commerce.” Frontiers in Psychology 13(June)

Chen, C.-C., & Lin, Y.-C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telemat. Inform. 35 (1), 293–303.

Cheung, G., & Huang, J. (2011). Starcraft from the stands: understanding the game spectator, In: Proceedings of the 2011 SIGCHI Conference on Human Factors in Computing Systems, Vancouver, Canada pp. 763–772

Dong, X., & Wang, T. (2018). Social tie formation in Chinese online social commerce: The role of IT affordances. International Journal of Information Management, 42(June), 49–64.

Fang, J., Chen, L., Wen, C., & Prybutok, V.R. (2018). Co-viewing experience in video web- sites: the effect of social presence on e-loyalty. Int. J. Electron. Comm. 22 (3), 446–476.

Ferdinand, A. (2014). Metode Penelitian Manajemen (5th ed.). Universitas Diponegoro.

Ghozali, I. (2011). Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro

Ghozali, I. (2014). Model Persamaan Struktural Konsep dan Aplikasi dengan Program Amos 22.0, Semarang: Badan Penerbit Universitas Diponegoro.

Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program. IBM SPSS 23 (Edisi 8). Cetakan ke VIII. Semarang : Badan Penerbit

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2019). Multivariate Data Analysis.

Hajli, N. (2015). Social commerce constructs and consumer's intention to buy. Int. J. Inform. Manage. 35 (2), 183–191.

Hamilton, W.A., O. Garretson, & A. Kerne. (2014). Streaming on twitch: fostering participatory communities of play within live mixed media. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. pp. 1315–1324

Hewei, T., & Youngsook, L. (2022). Factors affecting continuous purchase intention of fashion products on social E-commerce: SOR model and the mediating effect. Entertainment Computing, 41(November 2021), 100474.

Kasuma, J., Kanyan, A., Khairol, M., Sa’ait, N., & Panit, G. (2020). Factors Influencing Customers Intention for Online Shopping. International Journal of Modern Trends in Business Research (IJMTBR), 3(11), 31–41

Kotler, P., & K.L Keller. (2009). Manajemen Pemasaran. Ed 12 jilid 1. Jakarta: Penerbit Erlangga

Lee, Kwan Min. 2004, “Presence, Explicated,” Communication Theory, 14, 1, 27–50.

Liao, J., Chen, K., Qi, J., Li, J., & Yu, I. Y. (2022). Creating immersive and parasocial live shopping experience for viewers: the role of streamers’ interactional communication style. Journal of Research in Interactive Marketing.

Lu, Z., Xia, H., Heo, S., & Wigdor, D. (2018). You watch, you give, and you engage: A study of live streaming practices in China (Chairs) In R. Mandryk, & M. Hancock (Eds.). Proceedings of the 2018 CHI conference on human factors in computing systems (pp. 466). New York, NY: Association for Computing Machinery.

Lv, Z., Jin, Y., & Huang, J. (2018). How do sellers use live chat to influence consumer purchase decision in China? Electron. Commer. Res. Appl. 28, 102–113.

Malhotra, N. K., & Dash, S. (2016). Marketing Research : An Applied Orientation (7th ed.). Peason India Education Services.

McKinsey & Company. (2018). The Digital Archipelago: How Online Commerce is Driving Indonesia’s Economic Development. McKinsey & Company, August, 1–72.

Mehta, Abhilasha. 1994. “How Advertising Respon Modeling (ARM) can Increase Ads Effectiveness.” Journal of Marketing Research,pp. 62-74

Palmer, Mark T. 1995. “Interpersonal Communication and Virtual Reality: Mediating Interpersonal Relationships,” in Communication in the Age of Virtual Reality. Frank Biocca, Mark R. Levy, editors. 277–302, Hillsdale, NJ: Erlbaum.

Pavlou, P.A. (2003). “Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Tecnology Acceptance Model”. International Journal of Electronic Commerce, Vol. 7

Sanghyun Kim & Hyunsun Park. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management 33, 2: 318–332.

Schuemie, Martijn J., Peter Van Der Straaten, Merel Krijn, and C.A. Van Der Mast (2001), “Research on Presence in Virtual Reality: A Survey,” Cyberpsychology & Behavior, 4, 2, 183–201.

Sekaran, U., & Bougie, R. (2016). Research Methods for Business. In Encyclopedia of Quality of Life and Well-Being Research (7th ed.). John Wiley & Sons.

Shareef, M. A., Dwivedi, Y. K., Kumar, V., & Kumar, U. (2016). Reformation of public service to meet citizens’ needs as customers: Evaluating SMS as an alternative service delivery channel. Computers in Human Behavior, 61, 255–270.

Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2020). A 2020 perspective on “How live streaming influences purchase intentions in social commerce: An IT affordance perspective.” Electronic Commerce Research and Applications, 40(January), 10–11.

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(December 2018), 100886.

Weijters, B., Cabooter, E., & Schillewaert, N. (2010). The effect of rating scale format on response styles: The number of response categories and response category labels. International Journal of Research in Marketing, 27(3), 236–247.

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(November 2017), 543–556.

Yan Mo & Qi Wang. (2021). Exploring the Influence of Live Streaming in Social Commerce on Impulse Buying from a Affordance Perspective. WHICEB 2021 Proceedings. 64.

Yim, M.Y.-C., Chu, S.-C., & Sauer, P.L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. J. Interact. Mark. 39, 89–103.

Yu, E., Jung, C., Kim, H., Jung, J., (2018). Impact of viewer engagement on gift-giving in live video streaming. Telemat. Inform. 35 (5), 1450–1460.


  • There are currently no refbacks.