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October 11, 2025Data Journal of Information Systems and Management

Engagement at Scale: Experimental Evidence on Interactivity and Purchase Behavior in Indonesia’s Live Commerce Ecosystem

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Authors

AHAnisah Mutiara Zahra HanifahLMLia MarthaliaSSapri

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Overview

Experimental evidence shows higher interactivity increases purchase rates in Indonesian live commerce, highlighting consumer trust's role.

Key Points

  • Higher interactivity during live sessions significantly boosts engagement and purchase behavior.
  • Paid order rates increased from 1.2% to 3.6% between low and high interactivity sessions.
  • This randomized field experiment analyzed 90 live commerce sessions to measure performance indicators.
  • Findings suggest enhancing interactivity can improve conversion outcomes in culturally collectivist markets.

Cite This Study

Hanifah et al. (2024) studied this question.

synapsesocial.com/papers/68e9b2e4ba7d64b6fc1332bfhttps://doi.org/10.61978/data.v2i2.918
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Also Consider

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  1. 1The Influence of Live Shopping on Consumer Purchase Decisions: Analysing the Role of Social Commerce in Indonesia’s Retail Sector2025
  2. 2The Impact of Shoppable Live Streaming and Brand Trust on Purchase Decisions: The Mediating Role of Purchase Intention in ShopTokopedia Platforms2025 · 1 citations
  3. 3From screen to shopping cart: The effect of congruence, wishful identification, and source credibility on live streaming shopping in Indonesia2024 · 2 citations
  4. 4Assessing the impact of seller and platform trust on consumer engagement matter in live streaming: evidence from Indonesia2026
  5. 5EXPLORING THE FACTORS THAT IMPACT IMPULSE PURCHASE INTENTION IN TIKTOK LIVE STREAMING SHOPPING IN INDONESIA2024 · 10 citations