Inspiration and Consumer Intention to Buy in Livestream Shopping Method
Keywords:
Purchase Intention, live streaming shoppingAbstract
Livestreaming Shopping is a new business model in Indonesia, which has great potential in social media marketing. Live streaming shopping enables real time interaction between sellers and customers and creates an immersive and inspiring space for transactions unlike traditional live streaming which requires on-the-spot transactions. This research analyzes how a direct shopping model can inspire customers and increase customer engagement. Customer inspiration has two interrelated stages of Inspired by and Inspired for. The results show that inspiration conditions positively influence customers' intention to engage in livestreaming shopping. This research provides a practical insight for streamers and marketers and marketers of live streaming platforms.
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