Live Streaming and Short Video Marketing in E-Commerce: an AISAS Model Analysis
Abstract
In recent years, the development of digital technology has driven significant changes in Indonesian consumption patterns, as reflected in the widespread use of e-commerce as a primary shopping platform. This study aims to examine the influence of live streaming and short video marketing on consumer behavior stages based on the AISAS (Attention, Interest, Search, Action, Share) model. The study involved 312 respondents who were active users of e-commerce platform XYZ in the Greater Jakarta area, selected through a purposive sampling technique. The research instrument was an online questionnaire that met the validity and reliability criteria. Data were analyzed using the Structural Equation Modeling (SEM) approach based on Partial Least Squares (PLS) with SmartPLS version 4.0 software. The results show that both live streaming and short video marketing have a positive and significant influence on all stages of the AISAS model. These findings indicate that interactive, visually oriented marketing strategies can effectively enhance attention, stimulate interest, encourage information searches, and drive purchase and sharing decisions on e-commerce platforms.
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References
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Suhud, U., Purnamasari, L., & Allan, M. (2022). Online Behaviour of Micro and Small Size Entrepreneurs: Testing the Attention-Interest-Search-Action-Share (Aisas) Model. Studies of Applied Economics, 40(2). https://doi.org/10.25115/eea.v40i2.7214
Suhud, U., Sulistyowati, R., SugiantoSitohang, D., Maulida, E., & BaraBerutu, M. (2024). Assessing the attention-interest-search-action-share (AISAS) model on the traditional textile exhibition visitors. Environment and Social Psychology, 9(7), 2082. https://doi.org/10.59429/esp.v9i7.2082
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Xiao, Y., Wang, L., & Wang, P. (2019). Research on the Influence of Content Features of Short Video Marketing on Consumer purchase intentions. 351(Mmetss), 415–422. https://doi.org/10.2991/mmetss-19.2019.82
Xu, C., Hao, Q., & Han, G. (2017). Research on the Marketing Strategy of the New Media Age Based on AISAS Model: A Case Study of Micro Channel Marketing. Uncertainty and Operations Research, 477–486. https://doi.org/10.1007/978-981-10-2920-2_40
Xu, X., Wu, J. H., & Li, Q. (2020). What drives consumer shopping behavior in live streaming commerce? Journal of Electronic Commerce Research, 21(3), 144–167.
Xue, L. L., Shen, C. C., Morrison, A. M., & Kuo, L. W. (2021). Online tourist behavior of the net generation: An empirical analysis in taiwan based on the aisas model. Sustainability (Switzerland), 13(5), 1–18. https://doi.org/10.3390/su13052781
Yuliati, L. N., & Simanjuntak, M. (2024). Digital Communication Innovation of Food Waste Using the AISAS Approach: Evidence from Indonesian Adolescents. Sustainability (Switzerland), 16(2). https://doi.org/10.3390/su16020488
Zhang, F., & Landicho, B. M. (2024). Influence of Social Media Short Video Marketing on Consumer Brand Attitude. Frontiers in Business, Economics and Management, 15(2), 211–218. https://doi.org/10.54097/p89n2s07
Zhang, H., Zheng, S., & Zhu, P. (2024). Why are Indonesian consumers buying on live streaming platforms? Research on consumer perceived value theory. Heliyon, 10(13), e33518. https://doi.org/10.1016/j.heliyon.2024.e33518
Zhang, Q., Wang, Y., & Ariffin, S. K. (2024). Consumers purchase intention in livestreaming e-commerce: A consumption value perspective and the role of streamer popularity. In PLoS ONE (Vol. 19, Issue 2 February). https://doi.org/10.1371/journal.pone.0296339
Zhang, X., Wu, Y., & Liu, S. (2019). Exploring short-form video application addiction: Socio-technical and attachment perspectives. Telematics and Informatics, 42(April), 101243. https://doi.org/10.1016/j.tele.2019.101243
Zhang, Z., Zhang, N., & Wang, J. (2022). The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce. Sustainability (Switzerland), 14(4). https://doi.org/10.3390/su14042122
Abdurrahim, M. S., Najib, M., & Djohar, S. (2019). the Effect of Tourism Destination in Social Media. Development of Aisas Model To See the Effect of Tourism Destination in Social Media, 17(30), 133–143.
Aditiya, I. M. (2023, October 16). E-Commerce Paling Banyak Dikunjungi Sepanjang 2023 - GoodStats. GoodStats. https://goodstats.id/infographic/e-commerce-paling-banyak-dikunjungi-sepanjang-2023-aVFg5
Alghizzawi, M., Alzghoul, A., Alhanatleh, H., Omeish, F., Abdrabbo, T., & Ezmigna, I. (2024). Short video marketing and consumer engagement: Mediation effect of social sharing. International Journal of Data and Network Science, 8(3), 1379–1386. https://doi.org/10.5267/j.ijdns.2024.4.005
Asosiasi Penyelenggara Jasa Internet Indonesia. (2024, February 7). APJII. https://apjii.or.id/berita/d/apjii-jumlah-pengguna-internet-indonesia-tembus-221-juta-orang
Barreto, H. (2024, June 20). Engage Your Audience With Interactive Content. Forbes. https://www.forbes.com/sites/forbescontentmarketing/2024/06/20/engage-your-audience-with-interactive-content/
Bugarianda, Y. (2024). Factors That Influence Purchase Intention On Shopee Live Streaming: Trust In Streamer And Brand As A Mediating Variable. Issue 6. Ser, 26(6), 1–09. https://doi.org/10.9790/487X-2606060109
Datanesia. (n.d.). 10 Wilayah E-Commerce Terbesar di Indonesia - Datanesia. Retrieved August 8, 2025, from https://datanesia.id/10-wilayah-e-commerce-terbesar-di-indonesia/
Dong, X., Liu, H., Xi, N., Liao, J., & Yang, Z. (2024). Short video marketing: what, when and how short-branded videos facilitate consumer engagement. Internet Research, 34(3), 1104–1128. https://doi.org/10.1108/INTR-02-2022-0121
Du, Z. (2015). Research into factors affecting the attitudes of university students towards WeChat marketing based on AISAS mode. IEEE International Conference on Electro Information Technology, 2015-June, 66–69. https://doi.org/10.1109/EIT.2015.7293421
Hair, J. F., Hult, G. T. M., & Ringle, C. M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM).
Indonesia E-commerce Market Size, Growth & Industry Analysis, 2030. (n.d.). Mordor Intelligence. Retrieved August 5, 2025, from https://www.mordorintelligence.com/industry-reports/indonesia-ecommerce-market
Javed, S., Rashidin, M. S., & Xiao, Y. (2022). Investigating the impact of digital influencers on consumer decision-making and content outreach: using dual AISAS model. Economic Research-Ekonomska Istrazivanja , 35(1), 1183–1210. https://doi.org/10.1080/1331677X.2021.1960578
Jun, W., Li, S., Yanzhou, Y., Gonzalezc, E. D. S., Weiyi, H., Litao, S., & Zhang, Y. (2021). Evaluation of precision marketing effectiveness of community e-commerce–An AISAS based model. Sustainable Operations and Computers, 2(July), 200–205. https://doi.org/10.1016/j.susoc.2021.07.007
Kemp, S. (2024, February 21). Digital 2024: Indonesia — DataReportal – Global Digital Insights. https://datareportal.com/reports/digital-2024-indonesia
Liu, G., Gao, P., Li, Y., & Zhang, Z. (2019). Research on the Influence of Social Media Short Video Marketing on Consumer Brand Attitude. 336(Icsshe 19), 784–789. https://doi.org/10.2991/icsshe-19.2019.192
Liu, Q. (2021). Analysis of Short Video Marketing Strategy under the Background of Social E-commerce. Proceedings - 2nd International Conference on E-Commerce and Internet Technology, ECIT 2021, 20–25. https://doi.org/10.1109/ECIT52743.2021.00012
Liu, Y., & Wang, M. (2023a). Frontiers in Business, Economics and Management The Effect of Short Video Content Marketing on Consumer Purchase Intention. Frontiers in Business, Economics and Management, 11(3), 1–5.
Liu, Y., & Wang, Y. (2023b). The Impact of Online Celebrities Live Streaming on Consumers’ Purchase Intention. BCP Business & Management, 39, 357–362. https://doi.org/10.54691/bcpbm.v39i.4177
Live shopping & TikTok Shop in Indonesia’s e-commerce boom. (2025, April 25). ContentGrip. https://www.contentgrip.com/indonesia-ecommerce-tiktok-live-shopping/
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Lu, B., & Chen, Z. (2021). Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective. Information and Management, 58(7), 103509. https://doi.org/10.1016/j.im.2021.103509
Ma, L., Gao, S., & Zhang, X. (2022). How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China. Sustainability (Switzerland), 14(2), 1–20. https://doi.org/10.3390/su14021045
New Research Reveals 207% Spike in Digital Sales Content Consumption During the Pandemic. (2022, February 23). Mediafly. https://www.mediafly.com/press_releases/new-research-reveals-spike-in-digital-sales-content-consumption-during-pandemic-with-interactive-content-seeing-higher-increase-in-engagement-than-static-content/?utm_source
Panlevi, S., Ekonomi, F., & Manajemen, D. (2025). Pengaruh Live Streaming dan Short Video Marketing TikTok Melalui AISAS Model Terhadap Purchase Intention Produk Fashion Muslim (Studi Kasus: Di Provinsi Daerah Khusus Jakarta). http://repository.ipb.ac.id/handle/123456789/165691
Pelawi, Y. N., Irwansyah, & Aprilia, M. P. (2019). Implementation of marketing communication strategy in attention, interest, search, action, and share (AISAS) model through vlog. 2019 IEEE 4th International Conference on Computer and Communication Systems, ICCCS 2019, February, 604–607. https://doi.org/10.1109/CCOMS.2019.8821721
Ritel Offline dan Online Akomodasi Kebiasaan Belanja Konsumen Indonesia. (2024, November). Populix. https://info.populix.co/articles/ritel-offline-dan-online-akomodasi-kebiasaan-belanja-konsumen-indonesia-yang-beragam
Shi, R., Wang, M., Liu, C., & Gull, N. (2023). The Influence of Short Video Platform Characteristics on Users’ Willingness to Share Marketing Information: Based on the SOR Model. Sustainability (Switzerland), 15(3). https://doi.org/10.3390/su15032448
Sim, J.-J., Tan, Y.-T., Keh, C.-G., Loh, S.-H., Chye, A.-Y.-H., & Tan, Z.-W. (2023). Impacts of Live Commerce Towards Purchase Intention Among Malaysia Adults (Vol. 1). Atlantis Press SARL. https://doi.org/10.2991/978-2-494069-99-2_7
Sugiyama, Kataro; Andree, T. A. (2010). The Dentsu way: Secrets of cross switch marketing from the world’s most innovative advertising agency. McGraw-Hill.
Sugiyono. (2016). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Suhud, U., Purnamasari, L., & Allan, M. (2022). Online Behaviour of Micro and Small Size Entrepreneurs: Testing the Attention-Interest-Search-Action-Share (Aisas) Model. Studies of Applied Economics, 40(2). https://doi.org/10.25115/eea.v40i2.7214
Suhud, U., Sulistyowati, R., SugiantoSitohang, D., Maulida, E., & BaraBerutu, M. (2024). Assessing the attention-interest-search-action-share (AISAS) model on the traditional textile exhibition visitors. Environment and Social Psychology, 9(7), 2082. https://doi.org/10.59429/esp.v9i7.2082
Tseng, C. H., & Wei, L. F. (2020). The efficiency of mobile media richness across different stages of online consumer behavior. International Journal of Information Management, 50, 353–364. https://doi.org/10.1016/j.ijinfomgt.2019.08.010
Wang, Y., Lu, Z., Cao, P., Chu, J., Wang, H., & Wattenhofer, R. (2022). How Live Streaming Changes Shopping Decisions in E-commerce: A Study of Live Streaming Commerce. Computer Supported Cooperative Work: CSCW: An International Journal, 31(4), 701–729. https://doi.org/10.1007/s10606-022-09439-2
Wei, P. S., & Lu, H. P. (2013). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. Computers in Human Behavior, 29(1), 193–201. https://doi.org/10.1016/j.chb.2012.08.005
Xiao, Y., Wang, L., & Wang, P. (2019). Research on the Influence of Content Features of Short Video Marketing on Consumer purchase intentions. 351(Mmetss), 415–422. https://doi.org/10.2991/mmetss-19.2019.82
Xu, C., Hao, Q., & Han, G. (2017). Research on the Marketing Strategy of the New Media Age Based on AISAS Model: A Case Study of Micro Channel Marketing. Uncertainty and Operations Research, 477–486. https://doi.org/10.1007/978-981-10-2920-2_40
Xu, X., Wu, J. H., & Li, Q. (2020). What drives consumer shopping behavior in live streaming commerce? Journal of Electronic Commerce Research, 21(3), 144–167.
Xue, L. L., Shen, C. C., Morrison, A. M., & Kuo, L. W. (2021). Online tourist behavior of the net generation: An empirical analysis in taiwan based on the aisas model. Sustainability (Switzerland), 13(5), 1–18. https://doi.org/10.3390/su13052781
Yuliati, L. N., & Simanjuntak, M. (2024). Digital Communication Innovation of Food Waste Using the AISAS Approach: Evidence from Indonesian Adolescents. Sustainability (Switzerland), 16(2). https://doi.org/10.3390/su16020488
Zhang, F., & Landicho, B. M. (2024). Influence of Social Media Short Video Marketing on Consumer Brand Attitude. Frontiers in Business, Economics and Management, 15(2), 211–218. https://doi.org/10.54097/p89n2s07
Zhang, H., Zheng, S., & Zhu, P. (2024). Why are Indonesian consumers buying on live streaming platforms? Research on consumer perceived value theory. Heliyon, 10(13), e33518. https://doi.org/10.1016/j.heliyon.2024.e33518
Zhang, Q., Wang, Y., & Ariffin, S. K. (2024). Consumers purchase intention in livestreaming e-commerce: A consumption value perspective and the role of streamer popularity. In PLoS ONE (Vol. 19, Issue 2 February). https://doi.org/10.1371/journal.pone.0296339
Zhang, X., Wu, Y., & Liu, S. (2019). Exploring short-form video application addiction: Socio-technical and attachment perspectives. Telematics and Informatics, 42(April), 101243. https://doi.org/10.1016/j.tele.2019.101243
Zhang, Z., Zhang, N., & Wang, J. (2022). The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce. Sustainability (Switzerland), 14(4). https://doi.org/10.3390/su14042122
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