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November 4, 2025The South East Asian Journal of ManagementOpen Access

The Influence of Live Shopping on Consumer Purchase Decisions: Analysing the Role of Social Commerce in Indonesia’s Retail Sector

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Overview

Quantitative analysis reveals social commerce influences purchase decisions, suggesting improved strategies in Indonesia's retail market.

Key Points

  • Interactivity, promotional urgency, and influencer marketing impact purchase decisions significantly, with urgency being the strongest.
  • Significant findings include how consumer trust indirectly mediates these relationships, supporting the effectiveness of live shopping.
  • Analysis utilized Partial Least Squares Structural Equation Modelling on survey data from 265 Indonesian consumers engaged in live shopping.
  • Highlights the importance of enhancing live shopping strategies for businesses in Southeast Asia, addressing regional consumer behavior nuances.

Cite This Study

A 2025 study studied this question.

synapsesocial.com/papers/690945348f2297dc13532e91https://doi.org/10.7454/seam.v19i2.1867
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Evaluating the Impact of Social Media on Consumers’ Online Shopping Behavior: A Mediated-Moderation Model2024 · 1 citations
  2. 2Engagement at Scale: Experimental Evidence on Interactivity and Purchase Behavior in Indonesia’s Live Commerce Ecosystem2024 · 2 citations
  3. 3The impact of cultural values, security perceptions, and influencer interactions on social commerce adoption in Indonesia2024 · 2 citations
  4. 4The Impact of Shoppable Live Streaming and Brand Trust on Purchase Decisions: The Mediating Role of Purchase Intention in ShopTokopedia Platforms2025 · 1 citations
  5. 5The Influence of Interactivity, Online Customer Reviews, and Trust on Shopee Live Streaming Users' Impulse buying2024 · 2 citations