Title : Analysis of Purchasing Intention in the Fashion Industry: Enhancing Product Sales through Live Commerce Streaming

Vol 7 No 3 (2024): Volume 07 Issue 03 March 2024

Article Date Published : 28 March 2024 | Page No.: 1948-1965 | Google Scholar | Crossref doi for this article

Abstract :

This study investigates the impact of live-streaming commerce on the Indonesian fashion industry, with a specific focus on small and medium-sized enterprises (SMEs). It explores how factors like perceived media richness, price fairness, electronic word-of-mouth (eWOM), social media marketing, and brand image influence consumer purchase intentions. The research methodology includes a survey of Indonesian consumers who have engaged in shopping for fashion products via live streaming at least once in the past three months. The findings analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), reveal the pivotal role of media richness, price fairness, and social media marketing in shaping purchase intentions, with brand image emerging as a key mediator. However, electronic word-of-mouth (eWOM) shows less impact. indicating a complex market dynamic. The findings highlight the effectiveness of live streaming as a marketing and sales tool in the digital era. The study contributes valuable insights for SMEs looking to optimize their digital strategies and enhance sales effectiveness in the rapidly evolving e-commerce landscape.

Keywords :

brand image; consumer purchase decisions; e-commerce; fashion industry; live streaming; social media marketing; Shopee; Indonesia

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Author's Affiliation

   Rina Adibah
School of Business and Management, Institut Teknologi Bandung (SBM-ITB), Indonesia

   Mustika Sufiati
School of Business and Management, Institut Teknologi Bandung (SBM-ITB), Indonesia

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Rina Adibah, Mustika Sufiati, 2024

This work is licenced under a Creative Commons Attribution 4.0 International License.

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Analysis of Purchasing Intention in the Fashion Industry: Enhancing Product Sales through Live Commerce Streaming. Rina Adibah, Mustika Sufiati , 7(3), 1948-1965. Retrieved from https://ijcsrr.org/single-view/?id=15625&pid=15277

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