Perkembangan teknologi telah mengeksplorasi berbagai sektor di kehidupan termasuk
sektor pembelanjaan, seperti e-commerce. Penetrasi internet dan peningkatan penggunaan
smartphone membuka potensi keberlangsungan dan perluasan ranah e-commerce
termasuk ragam media belanja yang semakin beragam, salah satunya live streaming. Live
streaming pada e-commerce atau dikenal pula sebagai aktivitas live shopping
menjembatani aktivitas pembelian tradisional secara tatap muka dengan pembelian online.
Shopee sebagai salah satu e-commerce terbesar di Indonesia memperkenalkan fitur live
streaming bernama Shopee Live pada 6 Juni 2019. Seiring tren kemunculan live
streaming pada e-commerce di Indonesia, penting untuk mempelajari perilaku konsumen
melalui media tersebut sebagai channel pembelian, salah satunya impulsive buying.
Penelitian ini menggunakan pemodelan expectation confirmation model (ECM) untuk
mengetahui bagaimana konfirmasi memengaruhi persepsi pengguna dan kemudian
memicu dorongan perilaku impulsive buying dengan menganalisis perceived value berupa
utilitarian (visualization dan interactivity), hedonic (entertainment dan best deal), dan
social value (self-esteem, status, dan homophily). Selain itu, penelitian ini juga
menganalisis pengaruh faktor customer situation (time availability dan money
availability). Hasil analisis membuktikan bahwa confirmation berpengaruh positif
terhadap perceived value dan satisfaction, perceived value berpengaruh positif terhadap
satisfaction dan impulsive buying, satisfaction berpengaruh positif terhadap impulsive
buying, serta time availability dan money availability berpengaruh positif terhadap
impulsive buying. Penelitian ini diharapkan dapat mengisi celah penelitian terdahulu serta
dapat memberikan manfaat terhadap industri live streaming commerce di Indonesia.
Technological developments have explored various sectors in life including the shoppingsector, such as e-commerce. Internet penetration and increased use of smartphones open
the potential for the continuation and expansion of the realm of e-commerce including an
increasingly diverse variety of shopping media, one of which is live streaming. Live
streaming in e-commerce or also known as live shopping activities bridges traditional
face-to-face purchasing activities with online purchases. Shopee, as one of the largest e
commerce companies in Indonesia, introduced a live streaming feature called Shopee
Live on June 6 2019. As the trend for the emergence of live streaming on e-commerce in
Indonesia, it is important to study consumer behavior through this media as a purchasing
channel, one of which is impulsive buying. . This study uses the expectation confirmation
model (ECM) to find out how confirmation influences user perception and then triggers
impulsive buying behavior by analyzing perceived value in the form of utilitarian
(visualization and interactivity), hedonic (entertainment and best deal), and social value
(self- esteem, status, and homophily). In addition, this study also analyzes the influence
of customer situation factors (time availability and money availability). The results of the
analysis prove that confirmation has a positive effect on perceived value and satisfaction,
perceived value has a positive effect on satisfaction and impulsive buying, satisfaction
has a positive effect on impulsive buying, and time availability and money availability
have a positive effect on impulsive buying. It is hoped that this research can fill in the
gaps of previous research and can provide benefits to the live streaming commerce
industry in Indonesia.
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