Enhancing Online Batik Shopping Experience through Live Streaming Commerce and the LYFY Application

Abstract

Online batik shopping often results in buyer dissatisfaction due to discrepancies between product descriptions and the actual items received. Static images and text on e-marketplace platforms are insufficient to convey the intricate details of batik designs, leading to mismatches in customer expectations. To mitigate this issue, Live Streaming Commerce (LSC) features, such as those on Shopee Live, allow sellers to showcase products in real-time, providing more accurate representations. However, sellers face challenges in managing overwhelming volume of comments during live streams, making it difficult to prioritize important queries. LYFY, a comment management app developed to streamline these interactions, aims to address this problem by improving the quality of interaction between live streamers and prospective buyers through filtering important comments. This study examines the determinants affecting the adoption of LYFY by online batik vendors. The research integrates the Task-Technology Fit (TTF), Technology Acceptance Model (TAM), and Expectation-Confirmation Model (ECM) frameworks to evaluate LYFY's performance in fulfilling user requirements. Data were collected from 243 respondents with LSC experience, and the research model underwent evaluation through Partial Least Squares Structural Equation Modeling (PLS-SEM). The measurement model exhibited high reliability and validity, with values surpassing the suggested thresholds, thereby providing solid support for subsequent analysis. Key factors such as TTF, confirmation, perceived usefulness, ease of use, and satisfaction were examined to determine their impact on user adoption. The analysis revealed that TTF has the strongest influence on confirmation, perceived usefulness, satisfaction, and individual performance. Additionally, perceived ease of use and confirmation substantially influence continuance intentions and satisfaction. These results suggest that enhancing LYFY's task-technology fit and simplifying its user interface are crucial for improving user satisfaction and adoption. By addressing these areas, LYFY can better support live stream sellers, reduce product expectation discrepancies, and improve overall customer experience, particularly in the online batik market.