Proceedings of the Brawijaya International Conference on Economics, Business and Finance 2021 (BICEBF 2021)

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Effect of Relational Bonds on Consumer Engagement Via Affective Commitment on E-Commerce Live Stream Shopping in Indonesia

Authors
Dito Tunjung Parahyta1, *, Nurdin Sobari2
1,2University of Indonesia, Indonesia
*Corresponding author. Email: dito.tunjung01@ui.ac.id
Corresponding Author
Dito Tunjung Parahyta
Available Online 28 January 2022.
DOI
10.2991/aebmr.k.220128.019How to use a DOI?
Keywords
Live Stream Shopping; Financial Bonds; Social Bonds; Structural Bonds; Affective Commitment; Consumer Engagement; E-Commerce
Abstract

Lately, Live streaming is one of the entertainment activities that can enhance consumers’ shopping experience. As many as 29% of internet users often watch the live streaming from influencers on social media, and 80% of them tend to buy the products offered. Ranked first globally, 88.1% of internet users in Indonesia use e-commerce services, with e-commerce transaction volume reaching IDR 266 trillion in 2020. However, not much research has been done on live streaming shopping, especially on Indonesian e-commerce. Based on the stimulus-organism-reaction framework, this study examines the effect of relational bonds on consumer engagement via affective commitment in live stream shopping e-commerce Indonesia. Using 266 valid online survey responses, researchers used AMOS software to evaluate measurement & structural models. The study results found that social bonds indirectly affect consumer engagement through an affective commitment to broadcasters. Meanwhile, financial & structural bonds only affect affective commitment to the platform but do not affect consumer engagement. This study provides insight for e-commerce operators in Indonesia to increase consumer engagement by developing social bonds in live streaming shopping.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the Brawijaya International Conference on Economics, Business and Finance 2021 (BICEBF 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
28 January 2022
ISBN
10.2991/aebmr.k.220128.019
ISSN
2352-5428
DOI
10.2991/aebmr.k.220128.019How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Dito Tunjung Parahyta
AU  - Nurdin Sobari
PY  - 2022
DA  - 2022/01/28
TI  - Effect of Relational Bonds on Consumer Engagement Via Affective Commitment on E-Commerce Live Stream Shopping in Indonesia
BT  - Proceedings of the Brawijaya International Conference on Economics, Business and Finance 2021 (BICEBF 2021)
PB  - Atlantis Press
SP  - 143
EP  - 150
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220128.019
DO  - 10.2991/aebmr.k.220128.019
ID  - Parahyta2022
ER  -