Harnessing Content, Social Presence, Interactivity, and FOMO to Drive Purchase Intention in Live Shopping Experiences

In this modern world there are many options to sell, right now the popular one is live stream shopping. Lots of sellers who use live streaming as their selling method are mostly Small Medium Enterprises (SMEs). SMEs are confused and do not know what strategy they want to use for selling to attract more people. This study aims to see how the influence of psychological elements such as content type, social presence, and interactivity can be involved and affect consumers’ sense of FOMO which ultimately impact purchase intention. It explored some variables which drive purchase intention in live shopping experiences. Data was gathered from 340 people who have experience to purchase products via live shopping in April to June 2024 in JABODETABEK area (Jakarta, Bogor, Tangerang, Depok, Bekasi, and several cities) in Indonesia using Purposive sampling method. It processed using Structural Equation Modeling (SEM) with smart PLS SEM 4.0 as tool for the respondents who have experience live streaming shopping and live in Indonesia. This research tests six hypothesis to see the impact of social presence of viewers, social presence of live streaming, perceived interactivity, professional content and humorous content to Fear of Missing Out (FOMO) buying then the impact of FOMO buying to purchase intention in live shopping. The data show that four of six hypotheses have significant impact.

Keywords— Power of Content, Social Presence, Interactivity, FOMO, Live Shopping, Purchase Intention