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<p>The rapid growth of e-commerce in Indonesia has driven a shift in consumer behavior toward more interactive shopping experiences through live streaming shopping features. This study aims to analyze the factors that influence users’ perceived value within Indonesian marketplaces, encompassing platform stability, broadcaster professional knowledge, interactivity, promotional strategies, and cost-saving benefits. Immersion plays a role as an intervening between psychology mechanism of technology stimulus and user perceived value in our study. Research data were obtained from 700 respondents across Jakarta, Bogor, Depok, and Bekasi using a convenience sampling technique. Analysis was conducted using structural equation modeling (SEM) with SPSS and AMOS applications. The results show that “platform stability” (β = 0.309, <i>p</i> &lt; 0.005), “broadcaster professional knowledge” (β = 0.298, <i>p</i> &lt; 0.005), and “interactivity” (β = 0.270, <i>p</i> &lt; 0.005) positively affect “immersion” and “perceived value” with β coefficient respectively 0.155, 0.173, 0.140. Additionally, “promotional strategies” (β = 0.130, <i>p</i> &lt; 0.005) and cost-saving benefits (β = 0.102, <i>p</i> &lt; 0.005) were proven to enhance users’ perceived value. Theoretically, this research contributes to support immersion role in live streaming shopping. The findings also confirm that both technological and economic factors play a crucial role in shaping consumer value perceptions in live streaming shopping experiences on Indonesian marketplaces.</p>

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Determinants of perceived value in Indonesian live streaming shopping: analysis of immersion, platform stability, interactivity, and economic strategies

  • 期刊论文

  • 发表日期：

    2026年6月30日

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  • Dwi Indah Utami Ningsih,
  • Hotniar Siringoringo,
  • Peni Sawitri

摘要

The rapid growth of e-commerce in Indonesia has driven a shift in consumer behavior toward more interactive shopping experiences through live streaming shopping features. This study aims to analyze the factors that influence users’ perceived value within Indonesian marketplaces, encompassing platform stability, broadcaster professional knowledge, interactivity, promotional strategies, and cost-saving benefits. Immersion plays a role as an intervening between psychology mechanism of technology stimulus and user perceived value in our study. Research data were obtained from 700 respondents across Jakarta, Bogor, Depok, and Bekasi using a convenience sampling technique. Analysis was conducted using structural equation modeling (SEM) with SPSS and AMOS applications. The results show that “platform stability” (β = 0.309, p < 0.005), “broadcaster professional knowledge” (β = 0.298, p < 0.005), and “interactivity” (β = 0.270, p < 0.005) positively affect “immersion” and “perceived value” with β coefficient respectively 0.155, 0.173, 0.140. Additionally, “promotional strategies” (β = 0.130, p < 0.005) and cost-saving benefits (β = 0.102, p < 0.005) were proven to enhance users’ perceived value. Theoretically, this research contributes to support immersion role in live streaming shopping. The findings also confirm that both technological and economic factors play a crucial role in shaping consumer value perceptions in live streaming shopping experiences on Indonesian marketplaces.