The Influence of Live Streamers Characteristics on Online Stickiness through Online Trust on Shopee Live Fashion Muslim Users
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2026-11-04Downloads
Abstract
The development of live commerce has changed consumer behavior in online shopping activities, including in the Muslim fashion industry in Indonesia. Shopee Live is one of the widely used live commerce platforms because it offers an interactive and real-time shopping experience. This study aims to analyze the influence of live streamer characteristics on online stickiness with online trust as a mediating variable in Shopee Live Muslim fashion users. This study uses a quantitative approach with a survey method of 115 respondents who have bought Muslim fashion products through Shopee Live. The sampling technique used purposive sampling, while data analysis was carried out using Structural Equation Modeling (SEM) with the help of AMOS 23.0. The results of the study showed that live streamers characteristics had a positive and significant effect on online trust and online stickiness. In addition, online trust also had a positive and significant effect on online stickiness. This study also proves that online trust is able to mediate the relationship between live streamer characteristics and online stickiness. The findings of the study show that the characteristics of a professional, credible, attractive, and interactive live streamer are able to increase consumer trust and attachment to Shopee Live Muslim fashion.
Keywords:
Live Commerce Live Streamers Online Stickiness Online Trust ShopeeReferences
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