Live Shopping Strategy Cues and Consumer Purchase Intention Through Perceived Seller Strategic Agility in Indonesia
DOI:
https://doi.org/10.61978/commercium.v4i3.1747Keywords:
live shopping, perceived seller strategic agility, purchase intention, social commerce, IndonesiaAbstract
Live shopping integrates real-time interaction, entertainment, product demonstration, and immediate purchasing, yet the mechanism connecting observable session cues with consumer purchase intention remains insufficiently explained in emerging markets. This study examined whether Live Shopping Strategy Cues (LSSC) were associated with Consumer Purchase Intention (CPI) through Perceived Seller Strategic Agility (PSSA) among Indonesian social commerce users. PSSA is operationalized as a newly proposed consumer-observable adaptation of strategic agility that captures perceived recognition of audience signals, timely adjustment, and responsive execution without equating these perceptions with internal organizational capability. Using a quantitative explanatory design, data from 320 users with recent live-shopping experience were analyzed using Partial Least Squares Structural Equation Modeling with 5,000 bootstrap resamples. LSSC was positively associated with PSSA (β = 0.684, p < 0.001), and PSSA was positively associated with CPI (β = 0.724, p < 0.001). The indirect association from LSSC to CPI through PSSA was also positive and statistically significant (β = 0.495, p < 0.001). These findings extend live-commerce research beyond trust, perceived value, social presence, and parasocial interaction by highlighting consumer-perceived adaptive seller execution as an intervening evaluation. Effective live shopping therefore depends not only on session features or promotional intensity but also on credible and timely adaptive responses to audience signals.
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