VIRTUAL CONNECTIONS TO PHYSICAL BUYING: LIVE STREAMING INSTAGRAMS FOR OFFLINE BUYS
Keywords:
informativeness, para-social relationship, inspiration, consumer attitudes towards in-influencer, consumers offline purchase intentionAbstract
Live streaming on social media is now attracting the attention of digital marketers because it has a big influence on consumer interest. However, there is little understanding of the impact of in-store live streaming on offline purchase intentions. The research aims to determine the influence of environmental stimulus patterns on consumers' intentions to buy offline/live after watching live streaming sessions held in stores via Instagram social media. The Stimuli-Organism-Response model is used as a theoretical framework as well as a questionnaire used to collect data from individuals who have had experience with live streaming marketing held at the Dianca Goods store via Instagram live broadcasts. This research uses SEM-PLS version 4.0. The results of this research show that informativeness and para-social relationships have a significant positive effect on consumers' attitudes towards in-influencers. Inspiration has an insignificant negative influence on consumers' attitudes towards in-influencers. Consumers' attitude towards in-influencers has a significant positive effect on consumers' offline purchase intention. Informativeness, para-social relationships, and inspiration have an insignificant negative influence on consumers' offline purchase intention. Informativeness and para-social relationships have a significant positive effect on consumers' offline purchase intention through consumers' attitudes towards in-influencers. Inspiration has an insignificant negative effect on consumers' offline purchase intention through consumers' attitudes towards in-influencers. These results differ from previous research findings that have significant positive influences through informativeness, para-social relationships, and inspiration in influencing consumer attitudes towards influencers and consumer offline purchasing intentions.
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