Proceedings of the International Conference on Sustainable Collaboration in Business, Technology, Information, and Innovation (SCBTII 2023)

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Factors Affecting Skincare Purchase Intention During E-Commerce Live Streaming

Authors
Ravanell Avaryl1, *, Nurrani Kusumawati1
1Institut Teknologi Bandung, Bandung, Indonesia
*Corresponding author. Email: ravanell_avaryl@sbm-itb.ac.id
Corresponding Author
Ravanell Avaryl
Available Online 19 November 2023.
DOI
10.2991/978-94-6463-292-7_5How to use a DOI?
Keywords
E-Commerce; Key Opinion Leader; Live Streaming; Purchase Intention; Skincare
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Sustainable Collaboration in Business, Technology, Information, and Innovation (SCBTII 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
19 November 2023
ISBN
978-94-6463-292-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-292-7_5How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ravanell Avaryl
AU  - Nurrani Kusumawati
PY  - 2023
DA  - 2023/11/19
TI  - Factors Affecting Skincare Purchase Intention During E-Commerce Live Streaming
BT  - Proceedings of the International Conference on Sustainable Collaboration in Business, Technology, Information, and Innovation (SCBTII 2023)
PB  - Atlantis Press
SP  - 47
EP  - 71
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-292-7_5
DO  - 10.2991/978-94-6463-292-7_5
ID  - Avaryl2023
ER  -