Factors Affecting Skincare Purchase Intention During E-Commerce Live Streaming

Ravanell Avaryl () and Nurrani Kusumawati
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Ravanell Avaryl: Institut Teknologi Bandung
Nurrani Kusumawati: Institut Teknologi Bandung

A chapter in Proceedings of the International Conference on Sustainable Collaboration in Business, Technology, Information, and Innovation (SCBTII 2023), 2023, pp 47-71 from Springer

Abstract: Abstract E-commerce has transformed the beauty industry by providing customers with abundant content and information hosted by Key Opinion Leaders (KOLs) as the main anchor to guide their purchasing decisions. This research investigates several factors in live-streaming e-commerce on customers' perception of value, trust, and purchase intentions for skincare products. While live shopping is popular, it has not yet become the dominant platform for buying beauty products, creating trust issues for online skincare purchases in Indonesia. The study adopts a comprehensive approach, combining qualitative and quantitative analyses. Qualitative data will be analysed using NVivo software with automated coding, while quantitative data will be examined using the Partial Least Squares Structural Equation Modelling (PLS-SEM) method. The research targets skincare enthusiasts experienced in live streaming, with a minimum of 12 respondents for qualitative analysis and 200 respondents for quantitative analysis. Additional variables, including brand preference and price promotion, will be explored qualitatively and further analysed quantitatively along with e-commerce live streaming, KOL presence, perceived value, perceived trust, and purchase intention variables. The findings will emphasize the significant influence of KOLs in e-commerce live streaming, shaping customers' perceived value, trust, and purchase intentions for skincare products. It is recommended that e-commerce sellers leverage KOLs in their live streaming features to enhance customers' desire to purchase skincare products. This research contributes to understanding the role of various factors in live streaming e-commerce and offers guidance for refining strategies and maximizing the potential of live streaming platforms in the dynamic beauty industry.

Keywords: E-Commerce; Key Opinion Leader; Live Streaming; Purchase Intention; Skincare (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-292-7_5

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