How the Role of Emotional Pleasure Mediates the Value of Shopee Live
Bagaimana Peran Kesenangan Emosional Memediasi Nilai Pada Shopee Live
Keywords:
• purchase intention, Emotional Pleasure, Hedonic Value, Utilitarian Value
Abstract
This study examines the role of emotional pleasure in mediating the effects of hedonic and utilitarian values on purchase intention in Shopee Live. Despite the platform's unique features, such as interactive live shopping experiences, purchase intentions remain lower compared to competitors like TikTok. Using a quantitative approach, data were collected from 150 respondents familiar with Shopee Live through an online questionnaire. The data were analyzed using SmartPLS software to test hypotheses. The findings reveal that hedonic value significantly influences emotional pleasure and purchase intention, while utilitarian value significantly impacts purchase intention but not emotional pleasure. Moreover, emotional pleasure does not significantly mediate the relationship between hedonic and utilitarian values and purchase intention. These results highlight the importance of hedonic experiences in driving purchase intentions and suggest that emotional pleasure alone is insufficient to mediate these effects. The study underscores the need for alternative strategies to enhance purchase intentions on live shopping platforms
References
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Roozy, E., Arastoo, M. A., & Vazifehdust, H. (2014). Effect of Brand Equity on Consumer Purchase Intention. Indian J.Sci.Res, 6(1), 212–217.
Singh, S., & Spears, N. (2004). Measuring Attitude toward the Brand and Purchase Intentions Measuring Attitude Toward the Brand and Purchase Intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66. http://content.ebscohost.com/ContentServer.asp?T=P&P=AN&K=15987007&S=R&D=bsu&EbscoContent=dGJyMNXb4kSeqLI4v%2BbwOLCmr1Gep7RSsa64S7WWxWXS&ContentCustomer=dGJyMPGsr0mzqK5NuePfgeyx44Dt6fIA
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Subagio, H. (2011). Pengaruh Atribut Supermarket Terhadap Motif Belanja Hedonik Motif Belanja Utilitarian Dan Loyalitas Konsumen. Jurnal Manajemen Pemasaran, 6(1). https://doi.org/10.9744/pemasaran.6.1.8-21
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Pembelian (Studi Pada Pengguna Brt Trans Semarang). Diponegoro Journal Of Management,
7(4), 1–1
Yanson, H., Rahayu, A., & Wibowo, L. A. (2022). The Influence of Utilitarian and Hedonic Value to Traveler Purchase Intention at Singapore Changi Airport International. Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021), 657(Gcbme 2021), 345–349. https://doi.org/10.2991/aebmr.k.220701.067
Zafar, Q., & Rafique, M. (2012). Impact of Celebrity Advertisement on Customers’ Brand Perception and Purchase Intention. Asian Journal of Business and Management Sciences, 1(11), 53–67. http://www.ajbms.org/articlepdf/ajbms201211i11104.pdf
Zhang, W., Zhang, W., & Daim, T. U. (2023). Investigating consumer purchase intention in online social media marketing: A case study of Tiktok. Technology in Society, 74(June), 102289. https://doi.org/10.1016/j.techsoc.2023.102289
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian
Shopping Value. Journal of Consumer Research, 20(4), 644-656.
Batra, R., & Ahtola, O. T. (1991). Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes. Journal of Consumer Psychology, 2(2), 159–170.
Blythe, J. 2005. Essentials of Marketing. Pearson Education Limited. England.
Chiu, C. M., Wang, E. T., Fang, Y. H., & Huang, H. Y. (2020). Understanding customers' repeat
purchase intentions in B2C e‐commerce: the roles of utilitarian value, hedonic value, and perceived risk. Information Systems Journal, 30(1), 1-26.
Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), 289–300. https://doi.org/10.1016/j.ijinfomgt.2009.10.001
Desmet, P., & Hekkert, P. (2007). Framework of product experience. International Journal of Design, 1(1), 57–66.
Handayani, W., Musnaini, M., & Praditya, W. I. (2020). Purchase Intentions of Consumer Hedonic Effect. Jurnal Perspektif Pembiayaan Dan Pembangunan Daerah, 8(1), 91–100. https://doi.org/10.22437/ppd.v8i1.7468
Hanzaee, K. H., & Rezaeyeh, S. P. (2013). Investigation of the effects of hedonic value and utilitarian value on customer satisfaction and behavioural intentions. African Journal of Business Management, 7(11), 818–825. https://doi.org/10.5897/AJBM11.728
Kim, Y. (2015). Assessing the effects of perceived value (utilitarian and hedonic) in LCCs and FSCs:
Evidence from South Korea. Journal of Air Transport Management, 49, 17–22.
Madahi, A., & Sukati, I. (2012). The Effect of External Factors on Purchase Intention amongst Young Generation in Malaysia. International Business Research, 5(8), 1–8. https://doi.org/10.5539/ibr.v5n8p153
Magetsari, O. N. N., & Pratomo, L. A. (2019). Faktor-Faktor Yang Memengaruhi Purchase Intention Pada Luxury Restaurant. Jurnal Manajemen Dan Kearifan Lokal Indonesia, 3(1), 25. https://doi.org/10.26805/jmkli.v3i1.40
Natanael, J., Sugiarto, O., Wahyuni, H., Elgeka, S., & Tjahjoanggoro, A. J. (2021). Motivasi Hedonic Dan Utilitarian Mahasiswa Atlet Dengan Purchase Intention Pada Peralatan Olahraga Second. Jurnal Psibernetika, 14(1), 24–31. https://doi.org/10.30813/psibernetika.v14i1.2642
Okada, E. M. (2005). Justification Effects on Consumer Justification Effects Choice of Hedonic and Utilitarian Goods. 42(1), 43–53.
Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of
Consumer Research, 20(3), 418-430.
Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10–11), 1160–1166. https://doi.org/10.1016/j.jbusres.2006.03.008
Park, Y., Ko, E., & Do, B. (2023). The perceived value of digital fashion product and purchase
intention: the mediating role of the flow experience in metaverse platforms. Asia Pacific Journal
of Marketing and Logistics, 35(11), 2645-2665.https://doi.org/10.1108/APJML-11-2022-0945
Permatasari, I. M., Arifin, Z., & Sunarti. (2017). Pengaruh Hedonic Consumption dan Mediator Emosi Positif Terhadap Pembelian Impulsif (Survei Pada Pembeli Produk Fashion Di Malang Town Square Kota Malang). Jurnal Administrasi Bisnis (JAB), 43(2), 1–9.
Pham, M. T. (1998). Representativeness, relevance, and the use of feelings in decision making. Journal of Consumer Research, 25(2), 144–159. https://doi.org/10.1086/209532
Raza, M. A., Ahad, M. A., Shafqat, M. A., Aurangzaib, M., & Rizwan, M. (2014). Customer’s Purchase Intention of Counterfeit Mobile Phones in Pakistan. Journal of Public Administration and Governance, 4(3), 39. https://doi.org/10.5296/jpag.v4i3.5848
Riptiono, S., & Putra, U. (2024). The Effect of Hedonic Value, and Utilitarian Value Toward Purchase Intention With Attitude as Mediation. 5(7), 4029–4036.
Roozy, E., Arastoo, M. A., & Vazifehdust, H. (2014). Effect of Brand Equity on Consumer Purchase Intention. Indian J.Sci.Res, 6(1), 212–217.
Singh, S., & Spears, N. (2004). Measuring Attitude toward the Brand and Purchase Intentions Measuring Attitude Toward the Brand and Purchase Intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66. http://content.ebscohost.com/ContentServer.asp?T=P&P=AN&K=15987007&S=R&D=bsu&EbscoContent=dGJyMNXb4kSeqLI4v%2BbwOLCmr1Gep7RSsa64S7WWxWXS&ContentCustomer=dGJyMPGsr0mzqK5NuePfgeyx44Dt6fIA
Soebandhi, S., & Sukoco, A. (2015). Motivasi Utilitarian , Search Intention Dan Purchase Intention Pada Media Sosial. Media Mahardika, 13(2), 179–191.
Subagio, H. (2011). Pengaruh Atribut Supermarket Terhadap Motif Belanja Hedonik Motif Belanja Utilitarian Dan Loyalitas Konsumen. Jurnal Manajemen Pemasaran, 6(1). https://doi.org/10.9744/pemasaran.6.1.8-21
Trisnawati, D., & Ferdinand, A. T. (2018). Analisis Pengaruh Kualitas Sistem Layanan, Lingkungan
Fisik Jasa, Personil Kontak, Nilai Utilitarian, Dan Citra Perusahaan Terhadap Keputusan
Pembelian (Studi Pada Pengguna Brt Trans Semarang). Diponegoro Journal Of Management,
7(4), 1–1
Yanson, H., Rahayu, A., & Wibowo, L. A. (2022). The Influence of Utilitarian and Hedonic Value to Traveler Purchase Intention at Singapore Changi Airport International. Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021), 657(Gcbme 2021), 345–349. https://doi.org/10.2991/aebmr.k.220701.067
Zafar, Q., & Rafique, M. (2012). Impact of Celebrity Advertisement on Customers’ Brand Perception and Purchase Intention. Asian Journal of Business and Management Sciences, 1(11), 53–67. http://www.ajbms.org/articlepdf/ajbms201211i11104.pdf
Zhang, W., Zhang, W., & Daim, T. U. (2023). Investigating consumer purchase intention in online social media marketing: A case study of Tiktok. Technology in Society, 74(June), 102289. https://doi.org/10.1016/j.techsoc.2023.102289
Published
2024-12-03
How to Cite
Revando Rahmad Dian, & Astri Yuza Sari. (2024). How the Role of Emotional Pleasure Mediates the Value of Shopee Live: Bagaimana Peran Kesenangan Emosional Memediasi Nilai Pada Shopee Live. Santhet (Jurnal Sejarah Pendidikan Dan Humaniora), 8(2), 2494-2503. https://doi.org/10.36526/santhet.v8i2.4708
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