SKRIPSI DIGITAL
Analisis Keterjangkauan Teknologi Informasi dalam Memengaruhi Keterlibatan Pelanggan Live Streaming Commerce di Indonesia = Analysis of the Affordability of Information Technology in Impacting Live Streaming Commerce Customer Engagement in Indonesia
Technological developments in the marketplace are increasing, such as the emergence of live -
streaming commerce. In Indonesia, the use of live streaming commerce for trading activities is widely
used. Engagement and building customer loyalty are important role in the developing of live streaming
commerce. Therefore, research on IT affordability in influencing live streaming commerce customer
engagement in Indonesia needs to be conducted. The stimulus-organism-response (SOR) framework
model is explains IT affordances (consisting of meta voicing, visibility, and guidance shopping
affordance) in influencing customer engagement through swift guanxi and perceived pleasure. This
study utilized partial-squared structural equation model analysis (PLS-SEM) and fuzzy set qualitative
comparative analysis (fsQCA). The PLS-SEM results revealed that IT affordability in live streaming
indirectly affects customer engagement through swift guanxi and perceived enjoyment. In contrast, the
fsQCA results reveal that swift guanxi and perceived enjoyment give rise to high customer engagement
outcomes. In addition, sufficient visibility affordability can lead to customer engagement outcomes. This
research will provide knowledge on how IT affordability can drive customer engagement and help
sellers or live streaming commerce operators develop effective customer engagement.
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