Live Commerce: Challenges to Adopt for Indonesian SMEs

Haryaji Catur Putera Hasman (), Andre Hasudungan Lubis () and Alfifto Alfifto ()
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Haryaji Catur Putera Hasman: Universitas Medan Area
Andre Hasudungan Lubis: Universitas Medan Area
Alfifto Alfifto: Universitas Medan Area

A chapter in Economic Recovery, Consolidation, and Sustainable Growth, 2023, pp 683-698 from Springer

Abstract: Abstract In the era of technology, Live Commerce arises as the new method for SMEs to perform their business in a real-time interaction with consumers. The technology also allows SMEs to permit the consumers blend the physical and online shopping experience. Adopting Live Commerce may bring challenges toward SMEs to fulfill the succession. As one of the countries that has a numerous SMEs, Indonesia should give heed to this concern. In this paper, we provide several studies that are related to the Live Commerce adoption, including both the internal factors and external factors. The interactivity, Live Commerce characteristic, role of the streamer, and payment and purchase context are designated as the internal factors, while internal factors is more sticked to the consumers’ intention to buy, loyalty, satisfaction, and trust. We also present a framework that illustrates the relationship between the factors. The paper also discussed the strategies for Indonesian SMEs to face the challenge in adopting Live Commerce.

Keywords: Live commerce; Challenge; Adoption; Indonesia; SME (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-42511-0_44

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DOI: 10.1007/978-3-031-42511-0_44

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