Authors:

Made Pradnyan Permana Usadi

Abstract:

“IT affordance memainkan peran penting dalam membangun interaksi antara pengguna dan platform dalam lingkup live commerce. Maksud dari riset ini untuk menelusuri pengaruh visibility, metavoicing, dan guidance shopping terhadap keinteraktifan dan dampaknya pada niat menggunakan kembali live commerce Shopee. Data dikumpulkan melalui survei pengguna dengan sampel sebanyak 100 responden. Analisis PLS digunakan dalam penelitian ini. Temuan dari riset ini mengindikasikan bahwa visibility, metavoicing, guidance shopping memberikan dampak yang positif dan signifikan terhadap keinteraktifan. Keinteraktifan memberikan dampak yang positif dan signifikan terhadap niat menggunakan kembali. Namun hanya metavoicing yang memiliki pengaruh langsung terhadap niat menggunakan kembali. Implikasi penelitian ini menegaskan bahwa live commerce seperti Shopee, perlu memahami peran krusial IT affordance, khususnya aspek metavoicing karena menunjukkan pentingnya membangun pengalaman komunikasi yang menarik minat pengguna untuk menggunakan kembali platform live commerce. Kata kunci: IT Affordance; Keinteraktifan; Niat Menggunakan Kembali; Live Commerce”

Keywords

IT Affordance; Keinteraktifan; Niat Menggunakan Kembali; Live Commerce

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PDF:

https://jurnal.harianregional.com/manajemen/full-111031

Published

2024-02-24

How To Cite

USADI, Made Pradnyan Permana. PENGARUH IT AFFORDANCE DAN KEINTERAKTIFAN TERHADAP NIAT MENGGUNAKAN KEMBALI LIVE COMMERCE.E-Jurnal Manajemen, [S.l.], v. 13, n. 1, p. 151 - 170, feb. 2024. ISSN 2302-8912. Available at: https://jurnal.harianregional.com/manajemen/id-111031. Date accessed: 02 Jun. 2025. doi:https://doi.org/10.24843/EJMUNUD.2024.v13.i01.p08.

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Issue

Vol 13 No 1 (2024)

Section

Articles

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