What Customer Motive to Purchase Using Feature Live Shopping in E-Commerce?

Live shopping is an inherent feature of e-commerce platforms that consumers use to shop due to the nature of direct interaction with the seller. Unfortunately, a common occurrence in live streaming is the spread of unreachable counterfeit products by brand owners. Therefore, this study examines the factors that motivate consumers to use the live shopping feature to shop for products. The population of this study is Internet users in Indonesia. They randomly selected as many as 479 consumers who have transacted through live shopping in e-commerce. Data collection uses a questionnaire by providing URLs via social media. The results of the study have proven that all hypotheses are accepted. The greater the network size, the greater the enjoyment felt by consumers. In addition, it has an impact on increasing self-presentation and utility. Furthermore, increased enjoyment, self-presentation, and utility have a positive impact on increasing purchase intentions through live shopping in e-commerce. Finally, this study provides insights for e-commerce platform providers that provide live shopping features to select trading partners who have credibility and monitor every live shopping inquiry.