The Effect Of Perceived Utility On Buying Interest With Immersion As A Mediation Variable On Social Commerce Live Streaming

Feb 27, 2025 by ADMIN 124 views

The Effect of Perceived Utility on Buying Interest with Immersion as a Mediation Variable on Social Commerce Live Streaming

Introduction

The rapid growth of online markets has brought significant changes in the aspect of buying and selling, resulting in the emergence of new innovations such as social commerce. Social commerce utilizes live streaming to sell products, which has gained high consumer interest in buying intentions. One of the factors that influence consumer purchasing intention is perceived utility or utility. In this study, immersion was chosen as a mediation variable to see the indirect effect of perceived utility on purchasing intentions. The purpose of this study is to explore the effect of perceived utility on purchasing intentions with immersion as a mediation variable in the context of social commerce live streaming.

Background

The development of technology has led to the integration of social media as the main platform for online markets. Social commerce is one of the innovations that emerged, utilizing live streaming to sell products. Live streaming has become a popular marketing tool, allowing businesses to connect with consumers in real-time. However, the success of social commerce depends on various factors, including perceived utility, immersion, and purchasing intentions. Perceived utility refers to the benefits that consumers perceive from a product or service, while immersion refers to the level of involvement that consumers experience during live streaming.

Methodology

This study uses quantitative methods, involving 350 respondents as a sample. Data collection is done using a Likert scale, which includes the scale of buying intentions, perceived utility, and immersion. The results showed that:

Perceived Utility has a Positive and Significant Influence on Purchasing Intentions: The higher the utility felt by consumers, the more likely they are to make a purchase.
Perceived Utility has a Positive and Significant Effect on Immersion: Consumers who feel the benefits of more than a product tend to be involved more deeply when watching live streaming.
Immersion has a Positive and Significant Influence on Purchasing Intentions: Higher involvement will increase the chances of consumers to make purchases.
Immersion Functions as a Mediator in the Influence of Perceived Utility on Purchasing Intentions: Immersion partially mediates the relationship between perceived utility and purchasing intentions.

Results

The results of this study confirm that perceived utility is an important factor in sales through live streaming that can create immersion, which in turn affects consumer purchasing intentions. The study also highlights the importance of immersion as a mediation variable in the relationship between perceived utility and purchasing intentions.

Implications

The implications of this study are significant for businesses operating in the social commerce era. The study confirms that perceived utility is an important factor in sales through live streaming, and that immersion can be a key driver of purchasing intentions. Businesses need to understand how to create an exciting and beneficial shopping experience for consumers to increase their buying interest. A marketing strategy that maximizes perceived utility and creating in-depth involvement can be the key to success in this increasingly competitive digital era.

Conclusion

In conclusion, this study provides valuable insights into the relationship between perceived utility, immersion, and purchasing intentions in the context of social commerce live streaming. The study confirms that perceived utility is an important factor in sales through live streaming, and that immersion can be a key driver of purchasing intentions. Businesses need to adapt to existing trends, such as using live streaming as a marketing tool, and understand how to create an exciting and beneficial shopping experience for consumers to increase their buying interest.

Recommendations

Based on the findings of this study, the following recommendations are made:

Businesses should focus on creating perceived utility: Businesses should focus on creating perceived utility by highlighting the benefits of their products or services.
Businesses should create immersive experiences: Businesses should create immersive experiences for consumers by using live streaming and other interactive tools.
Businesses should measure purchasing intentions: Businesses should measure purchasing intentions to understand the effectiveness of their marketing strategies.

Limitations

This study has several limitations, including:

Sample size: The sample size of this study is relatively small, which may limit the generalizability of the findings.
Data collection method: The data collection method used in this study is a Likert scale, which may not capture the complexity of consumer behavior.

Future Research Directions

Future research directions include:

Investigating the role of other variables: Investigating the role of other variables, such as social influence and product involvement, in the relationship between perceived utility, immersion, and purchasing intentions.
Examining the effectiveness of different marketing strategies: Examining the effectiveness of different marketing strategies, such as influencer marketing and user-generated content, in creating perceived utility and immersion.

References

[List of references cited in the study]

Appendix

[Appendix includes additional materials, such as tables, figures, and questionnaires used in the study]
Q&A: The Effect of Perceived Utility on Buying Interest with Immersion as a Mediation Variable on Social Commerce Live Streaming

Q: What is perceived utility, and how does it affect consumer behavior?

A: Perceived utility refers to the benefits that consumers perceive from a product or service. It is a key driver of consumer behavior, as consumers are more likely to purchase a product or service if they perceive it as useful or beneficial. In the context of social commerce live streaming, perceived utility can be created by highlighting the features and benefits of a product or service.

Q: What is immersion, and how does it relate to perceived utility and purchasing intentions?

A: Immersion refers to the level of involvement that consumers experience during live streaming. It can be created by using interactive tools, such as live chat or Q&A sessions, or by providing consumers with a sense of control over the live streaming experience. Immersion can mediate the relationship between perceived utility and purchasing intentions, as consumers who are more immersed in the live streaming experience are more likely to perceive the product or service as useful or beneficial.

Q: How can businesses create perceived utility and immersion in social commerce live streaming?

A: Businesses can create perceived utility and immersion in social commerce live streaming by:

Highlighting the features and benefits of a product or service
Using interactive tools, such as live chat or Q&A sessions
Providing consumers with a sense of control over the live streaming experience
Creating a sense of community or social connection among consumers
Using storytelling or emotional appeals to create a connection with consumers

Q: What are the implications of this study for businesses operating in the social commerce era?

A: The implications of this study are significant for businesses operating in the social commerce era. The study confirms that perceived utility is an important factor in sales through live streaming, and that immersion can be a key driver of purchasing intentions. Businesses need to understand how to create an exciting and beneficial shopping experience for consumers to increase their buying interest.

Q: What are some potential limitations of this study?

A: Some potential limitations of this study include:

The sample size is relatively small, which may limit the generalizability of the findings
The data collection method used in this study is a Likert scale, which may not capture the complexity of consumer behavior
The study only examines the relationship between perceived utility, immersion, and purchasing intentions in the context of social commerce live streaming, and may not be generalizable to other contexts.

Q: What are some potential future research directions?

A: Some potential future research directions include:

Investigating the role of other variables, such as social influence and product involvement, in the relationship between perceived utility, immersion, and purchasing intentions
Examining the effectiveness of different marketing strategies, such as influencer marketing and user-generated content, in creating perceived utility and immersion
Investigating the relationship between perceived utility, immersion, and purchasing intentions in other contexts, such as e-commerce or brick-and-mortar retail.

Q: What are some practical applications of this study?

A: Some practical applications of this study include:

Businesses can use the findings of this study to create more effective marketing strategies that focus on creating perceived utility and immersion in social commerce live streaming
Businesses can use the findings of this study to create more engaging and interactive live streaming experiences that increase consumer involvement and purchasing intentions
Businesses can use the findings of this study to create more effective product or service offerings that meet the needs and wants of consumers.

Q: What are some potential implications for consumer behavior?

A: The implications of this study for consumer behavior are significant. The study confirms that perceived utility and immersion are key drivers of consumer behavior, and that businesses need to understand how to create an exciting and beneficial shopping experience for consumers to increase their buying interest. Consumers who are more immersed in the live streaming experience are more likely to perceive the product or service as useful or beneficial, and are more likely to make a purchase.