Live Shopping dan Minat Beli Konsumen dalam E-Commerce: Tinjauan Literatur Sistematis
Unduhan
Kemajuan perkembangan teknologi di dunia bisnis digital semakin berkembang dari waktu ke waktu. Penggunaan jaringan internet untuk kebutuhan sehari-hari semakin meningkat pesat, terutama untuk transaksi jual beli. Oleh karena itu, teknologi live shopping muncul sebagai tren belanja baru saat ini. Tinjauan literatur sistematis ini dilakukan dengan membaca 20 jurnal internasional yang relevan. Database yang digunakan untuk tinjauan literatur sistematis ini adalah Scopus. Tinjauan literatur ini bertujuan untuk mendefinisikan live-streaming shopping, dan minat beli, serta menemukan pengaruhnya terhadap minat beli dari penelitian-penelitian sebelumnya. Penelitian ini bertujuan untuk melakukan tinjauan sistematis terhadap faktor-faktor yang mempengaruhi niat beli konsumen dalam melakukan live-streaming shopping. Dari literatur ini, peneliti menemukan bahwa live-streaming shopping mempengaruhi minat beli penonton melalui berbagai faktor dan sebagian besar penelitian sebelumnya di bidang topik ini menggunakan metodologi kuantitatif menggunakan PLS-SEM atau CB-SEM. Namun, sebagian besar penelitian sebelumnya menyoroti bahwa penelitian di masa depan dalam bidang topik live streaming membutuhkan eksplorasi metodologi campuran. Penelitian ini menunjukkan korelasi antara belanja live-streaming dan minat beli serta metodologi yang sering digunakan dalam penelitian sebelumnya.
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