The Impact of Live Streaming on Young Indonesian Consumers: A Case Study of Shopee Shopping

Abstract

With the rapid advancement of internet technology, live shopping has become a popular kind

of e-commerce on a global scale. The Indonesian market is the main subject of this study, which

also looks at the phenomenon of real-time purchasing on the Shopee platform. The goal is to

analyze completely how live streaming affects young Indonesian consumers' purchasing decisions

and to identify the key elements driving Shopee's attractiveness. The research is to understand

customer behaviors and preferences on the Shopee live platform, the impact of Shopee live

streaming on purchasing decisions and their determinants, the live shopping experience on Shopee,suggestions for improvement, and the significance of Shopee to consumers. It provides that

through combining a review of the literature with questionnaire surveys.

The study shows that through rapid incentives, interactive communication, and real-time

product presentations, live shopping significantly boosts consumer purchase intent and brand

loyalty. Nevertheless it additionally brings up obstacles like network reliability and product

information transparency, requiring more improvements from the platform and sellers. The

analysis provides several forward-looking suggestions such as improvements to technology,

content creation, user engagement and interaction, professional management, and regulatory

compliance, building on the study of these issues. The goal behind these suggestions is to

encourage the beneficial growth of Indonesia's live streaming market place.

Keywords: Shopee Shopping; Online Live Streaming; Indonesian Consumers; Purchasing