Proceedings of the Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2024)

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Streamer Professionalism, Interaction, Discounts: Boosting E-commerce Sustainability through Purchase Intention

Authors
Jeslin Fredlina1, Miharni Tjokrosaputro1, *
1Faculty of Economics and Business, Universitas Tarumanagara, Jakarta, Indonesia
*Corresponding author. Email: miharnit@fe.untar.ac.id
Corresponding Author
Miharni Tjokrosaputro
Available Online 22 July 2025.
DOI
10.2991/978-2-38476-446-4_18How to use a DOI?
Keywords
Streamer Professionalism; Interaction; Price Discounts; and Purchase Intention
Abstract

This study examines the effects of streamer professionalism, interaction, and price discounts on purchase intention within live shopping contexts. A purposive sampling approach was employed, gathering data from 250 respondents who had participated in live shopping activities. Data was collected through online questionnaires using Google Forms and analyzed using SmartPLS 4.0. The results indicate that streamer professionalism and price discounts significantly enhance purchase intention in live shopping. However, the study found that interaction between streamers and viewers does not have a notable impact on purchase intention. This findings emphasize the importance of streamer profesionalism and the provision of attractive price discounts in encouraging consumer engagement and decision-making in e-commerce live streaming. For e-commerce sustainability, these results suggest that fostering consumer trust through knowledgeable and professional streamers is essential for long-term customer retention and satisfaction. Additionally, while interaction may not directly influence purchase intention, e-commerce should ensure that any interactive elements provide value and align with customer preferences.

Copyright
© 2025 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 Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
22 July 2025
ISBN
978-2-38476-446-4
ISSN
2352-5398
DOI
10.2991/978-2-38476-446-4_18How to use a DOI?
Copyright
© 2025 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  - Jeslin Fredlina
AU  - Miharni Tjokrosaputro
PY  - 2025
DA  - 2025/07/22
TI  - Streamer Professionalism, Interaction, Discounts: Boosting E-commerce Sustainability through Purchase Intention
BT  - Proceedings of the Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2024)
PB  - Atlantis Press
SP  - 162
EP  - 171
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-446-4_18
DO  - 10.2991/978-2-38476-446-4_18
ID  - Fredlina2025
ER  -