Title:
Transformation of Consumer Shopping Behavior in the Digital Era: A Study of Live Shopping Platform Users in Padang City

Authors:
Yofina Mulyati*, Yulisran Buana Putra, Novadilastri, Indonesia

Abstract:

Consumer shopping behavior in the digital era has undergone significant changes due to technological developments. One of the changes seen is that consumers who initially shopped conventionally, involving visits to physical stores, are now shopping online as an impact of the presence of the internet and smartphones. However, currently the way consumers shop online has also transformed, marked by the shift from online shopping to live shopping. This study aims to observe the transformation of consumer shopping behavior in the digital era: a study of live shopping platform users in Padang City. The objects in this study were consumers who had purchased products on live shopping platforms in Padang City with a sample of 230 people. The sampling technique used a nonprobability sampling method with a purposive sampling technique. The analysis method used was SEM-Partial Least Square (PLS). Based on the research results, it can be concluded that live streaming has a negative and insignificant effect on online shopping trust. Online customer reviews have a positive and significant effect on online shopping trust. Content marketing has a positive and significant effect on online shopping trust. Live streaming has a negative and insignificant effect on online shopping decisions. Online customer reviews have a positive and significant effect on online shopping decisions. Content marketing has a positive but insignificant effect on online shopping decisions. Trust has a positive and significant effect on online shopping decisions. Live streaming has a negative and insignificant effect on online shopping decisions with trust as a mediating variable; therefore, the result is a no-effect non-mediation. Online customer reviews have a positive and significant effect on online shopping decisions with trust as a mediating variable, with the mediation type being complementary mediation in the form of partial mediation. Content marketing has a positive and significant effect on online shopping decisions with trust as a mediating variable, with the mediation type being indirect-only mediation in the form of full mediation.

DOI: https://doi.org/10.51505/IJEBMR.2025.91210