ANALISIS PENGARUH TECHNOLOGY AFFORDANCE DAN KEPERCAYAAN TERHADAP NIAT MENGGUNAKAN KEMBALI LIVE COMMERCE
Keywords:
Technology Affordance, Kepercayaan Pada Streamer, Niat Menggunakan Kembali, Live CommerceAbstract
Penelitian ini bertujuan untuk menyelidiki pengaruh technology affordance dan kepercayaan pada streamer terhadap niat menggunakan kembali live commerce. Technology affordance, melibatkan elemen-elemen seperti visibility, metavoicing, dan guidance shopping, diidentifikasi sebagai faktor krusial dalam membangun interaksi antara pengguna dan platform live commerce. Persepsi kepercayaan pada streamer menjadi aspek penting dalam mendorong niat untuk menggunakan kembali platform tersebut. Metode penelitian melibatkan survei pengguna dengan sampel sebanyak 100 responden, dan analisis PLS digunakan untuk mengevaluasi hubungan antar variabel. Temuan penelitian mengindikasikan bahwa technology affordance, bersama dengan persepsi kepercayaan, memiliki dampak positif dan signifikan terhadap niat menggunakan kembali live commerce. Implikasi dari hasil penelitian ini memberikan wawasan berharga bagi pengembangan strategi dan fitur dalam meningkatkan kepercayaan pada streamer sehingga mampu memelihara pengguna dalam jangka panjang.
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