Peranan Perception Of Digital Celebrities Terhadap Live-Stream Shopping Intentions

Kelly Kelly, Mohamad Trio Febriyantoro



Seeing the growing of live streaming and commercial value that be generated but the research on live streaming trade is still in the early stage. And there are several previous studies with different research results regarding the influence of digital celebrity perceptions on consumer shopping intentions. So this study aims to assess the antecedents of live streaming shopping intentions by integrating Perception of Digital Celebrities with Uses and gratifications theory. This study uses a quantitative approach, the data used in this study is primary data which obtained by distributing questionnaires from 116 Indonesian consumers. Data were analyzed using Structural Equation Modeling based on Partial Least Square through WarpPLS® 7.0. The results of this study indicate that the perception of digital celebrities has no significant effect on consumers' live streaming shopping intentions. The results of the study show that individuals are motivated by hedonic gratification (Perceived Enjoyment), utilitarian (Perceived Utility), and social (Social Interaction). As well as Perceived Enjoyment, Perceived Utility and Social Interaction mediate the relationship between Perception of Digital Celebrities and Live-Stream Shopping Intentions.

Keywords: E-commerce, Live-stream shopping, Perception of digital celebrities, U&G


E-commerce, Live-stream shopping, Perception of digital celebrities, U&G


Bagyarta, S. D., & Dharmayanti, D. (2014). Analisa Pengaruh Hedonic dan Utilitarian Value Terhadap Repurchase Intention pada Industri Pusat Kebugaran Kelas Menengah Atas di Sidoarjo. In Jurnal Manajemen Pemasaran Petra (Vol. 2, Issue 1).

Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and hedonic motivations for live streaming shopping. TVX 2018 - Proceedings of the 2018 ACM International Conference on Interactive Experiences for TV and Online Video.

Chan, L. Q., Kong, Y. M., Ong, Z. Y., Toh, J. X., Von, Y. H., Lee, V. H., Loh, X. M., & Tan, G. W. H. (2021). Driving Factors Towards Live-Stream Shopping in Malaysia. Lecture Notes in Networks and Systems, 299.

Chen, C. C., & Lin, Y. C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1).

Chen, Serena, & Chaiken, S. (1999). The heuristic-systematic model in its broader context. In Dualprocess theories in social psychology: Vol. In S . Cha.

Chen, Shuwei, Glass, D. H., & McCartney, M. (2016). Characteristics of successful opinion leaders in a bounded confidence model. Physica A: Statistical Mechanics and Its Applications, 449.

Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3).

Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4).

Clement Addo, P., Fang, J., Asare, A. O., & Kulbo, N. B. (2021). Customer engagement and purchase intention in live-streaming digital marketing platforms. Service Industries Journal, 41(11–12).

CNN Indonesia. (2021). Jualan Online Live Streaming di RI Melonjak Kala Pandemi. CCN Indonesia.

Constantinides, E. (2004). Influencing the online consumer’s behavior: The Web experience. In Internet Research (Vol. 14, Issue 2).

Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68.

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3).

Eagly, A. H., & Chaiken, S. (1993). The Psychology of Attitudes, Harcourt Brace Jovanovich College Publishers. Journal of Loss Prevention in the Process Industries, 8.

Erdogan, B. Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15(4).

Falode, B. O., Amubode, A. A., Adegunwa, M. O., & Ogunduyile, S. R. (2016). Online and Offline Shopping Motivation of Apparel Consumers in Ibadan Metropolis, Nigeria. International Journal of Marketing Studies, 8(1).

Farman, D. (2019, January 16). Why Live Video Shopping is the Future of Ecommerce.

Febriyantoro, M. T., & Arisandi, D. (2018). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil Dan Menengah Pada Era Masyarakat Ekonomi Asean. JMD: Jurnal Riset Manajemen & Bisnis Dewantara, 1(2).

Ferrand, A., & Vecchiatini, D. (2002). The effect of service performance and ski resort image on skiers’ satisfaction. European Journal of Sport Science, 2(2).

Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1).

Galhotra, B., & Dewan, A. (2020). Impact of COVID-19 on digital platforms and change in E-commerce shopping trends. Proceedings of the 4th International Conference on IoT in Social, Mobile, Analytics and Cloud, ISMAC 2020.

Gallego, M. D., Bueno, S., & Noyes, J. (2016). Second Life adoption in education: A motivational model based on Uses and Gratifications theory. Computers and Education, 100.

Gan, C., & Li, H. (2018). Understanding the effects of gratifications on the continuance intention to use WeChat in China: A perspective on uses and gratifications. Computers in Human Behavior, 78.

Ghahtarani, A., Sheikhmohammady, M., & Rostami, M. (2020). The impact of social capital and social interaction on customers’ purchase intention, considering knowledge sharing in social commerce context. Journal of Innovation and Knowledge, 5(3).

Ghozali, I., & Latan, H. (2015). Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. BP Undip. Semarang.

Gräve, J. F. (2017). Exploring the perception of influencers vs. Traditional celebrities: Are social media stars a new type of endorser? ACM International Conference Proceeding Series, Part F129683.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Second Edition. In California: Sage.

Hsu, C. L., Lin, J. C. C., & Miao, Y. F. (2020). Why Are People Loyal to Live Stream Channels? the Perspectives of Uses and Gratifications and Media Richness Theories. Cyberpsychology, Behavior, and Social Networking, 23(5).

Hu, Mingyao. (2020). Enhancing consumer engagement in e-commerce live streaming via relational bonds. 30(3), 1019–1041.

Hu, Mu, Zhang, M., & Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. Computers in Human Behavior, 75.

Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49.

Jones, M. A., Reynolds, K. E., & Arnold, M. J. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of Business Research, 59(9).

Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. Public Opinion Quarterly, 37(4).

Kaur, P., Dhir, A., Chen, S., Malibari, A., & Almotairi, M. (2020). Why do people purchase virtual goods? A uses and gratification (U&G) theory perspective. Telematics and Informatics, 53.

Kim, Y. K., & Kang, J. (1997). Consumer perception of shopping costs and its relationship with retail trends. Journal of Shopping Center Research, 4(2), 27–62.

Kozlenkova, I. V., Palmatier, R. W., Fang, E., Xiao, B., & Huang, M. (2017). Online relationship formation. Journal of Marketing, 81(3).

Kwek, C. L., Tan, H. P., & Lau, T. C. (2010). Investigating the shopping orientations on online purchase intention in the e-commerce environment: A Malaysian study. Journal of Internet Banking and Commerce, 15(2).

Li, R. (2018). The secret of internet celebrities: A qualitative study of online opinion leaders on Weibo. Proceedings of the Annual Hawaii International Conference on System Sciences, 2018-January.

Lin, H. C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business Horizons, 61(3).

Luo, H., Cheng, S., & Zhou, W. (2021). The factors influencing sales in online celebrities’ live streaming. 2021 IEEE International Conference on Information Communication and Software Engineering, ICICSE 2021.

Ma, Y. (2021). Telematics and Informatics To shop or not : Understanding Chinese consumers ’ live-stream shopping intentions from the perspectives of uses and gratifications , perceived network size , perceptions of digital celebrities , and shopping orientations. Telematics and Informatics, 59(June 2020), 101562.

McGuire, W. J. (1985). Attitudes and attitude change. The Handbook of Social Psychology, 233–346.

Papacharissi, Z., & Rubin, A. M. (2000). Predictors of internet use. Journal of Broadcasting and Electronic Media, 44(2).

Parayitam, S., Kakumani, L., & Muddangala, N. B. (2020). Perceived risk as a moderator in the relationship between perception of celebrity endorsement and buying behavior: evidence from rural consumers of India. Journal of Marketing Theory and Practice, 28(4).

Park, H. J., & Lin, L. M. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services, 52.

Qian zhan. (2021). Report of commerical model innovation and investment opportunities analysis on china webcast industry(2021-2026).

Schiffman, L. G., & Cohn, D. Y. (2009). Are they playing by the same rules? A consumer gifting classification of marital dyads. Journal of Business Research, 62(11).

Steinhoff, L., Arli, D., Weaven, S., & Kozlenkova, I. V. (2019). Online relationship marketing. Journal of the Academy of Marketing Science, 47(3).

Sugiyono. (2018). Metode Penelitian Kuantitatif. Alfabeta.

Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37(August), 100886.

Todorov, A., Chaiken, S., & Henderson, M. D. (2012). The Heuristic-Systematic Model of Social Information Processing. In The Persuasion Handbook: Developments in Theory and Practice.

Tran, L. T. T. (2020). Online reviews and purchase intention: A cosmopolitanism perspective. Tourism Management Perspectives, 35.

Tseng, F. C., Cheng, T. C. E., Yu, P. L., Huang, T. L., & Teng, C. I. (2019). Media richness, social presence and loyalty to mobile instant messaging. Industrial Management and Data Systems, 119(6).

Xu, X., Wu, J. H., & Li, Q. (2020). What drives consumer shopping behavior in live streaming commerce? Journal of Electronic Commerce Research, 21(3).

Zhang, M., Sun, L., Qin, F., & Wang, G. A. (2020). E-service quality on live streaming platforms: swift guanxi perspective. Journal of Services Marketing, 35(3).

Zhao, Q., Chen, C. Der, Cheng, H. W., & Wang, J. L. (2018). Determinants of live streamers’ continuance broadcasting intentions on Twitch: A self-determination theory perspective. Telematics and Informatics, 35(2).

Zhaoxing, W., Lee, S.-J., & Lee, K.-R. (2018). Factors Influencing Product Purchase Intention in Taobao Live Streaming Shopping. Journal of Digital Contents Society, 19(4).


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

ISSN: 2355-0295 || EISSN: 2549-8932


Indexed by:

 dipublikasikan oleh LPPM Universitas Bina Sarana Informatika dengan dukungan Relawan Jurnal Indonesia

Jl. Kramat Raya No.98, Kwitang, Kec. Senen, Kota Jakarta Pusat, DKI Jakarta 10450
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License