The Effect of Live Streaming Methods in Online Sales on Behavioral Intention in Generation Z

This study examines the impact of Hedonic Motivation, Price Value, and Performance Expectancy on Behavioral Intention and Use Behavior in Generation Z in order to explore the impact of the live broadcast technique. A descriptive-quantitative approach (questionnaire) was employed in this study to gather information from 370 respondents who actively utilized streaming services and made purchases. This study uses the proposed framework adapted by UTAUT 2. The results of the analysis show that Hedonic Motivation has a positive and significant effect on consumer buying interest because the T-Statistic value = 2.264 and P-Value = 0.024 are valid numbers, while Price Value with Behavioral Intention has a T-Statistic value = 17.783 and P-Value = 0.000 indicates a positive and significant effect. Performance Expectancy with Behavioral Intention has a T-Statistic value = 3.461 and P-Value = 0.001 which shows a significant effect but with a negative correlation, so it does not fulfill the hypothesis on this research. And the relationship between Behavioral Intention and Use Behavior has a T-Statistic value = 15,284 and P-Value = 0.000 indicating a significant influence and a positive correlation. The study concluded that Price Value and Hedonic Motivation influenced consumers’ desire to use the live streaming feature