Live streaming has become a popular tool for e-commerce, with a significant impact on consumer behavior. To effectively negotiate and employ request strategies on online live-streaming platforms, it is important to understand the dynamics of communication and interaction in this context, since they are shaped by a multitude of factors such as relational bonds, affective commitment, and real-time interaction. However, the negotiation and request strategies on online live streaming have rarely been investigated. The current study aims to investigate the negotiation and request strategies among Indonesian buyers on online live-streaming. The study involved 119 participants who actively do live streaming on online shopping platforms. The findings show that Indonesian buyers tend to share the experience of a live broadcasting role, the negotiation strategy, special request and product personalization, challenges in online negotiation and requests, and the feedback and reviews in improving buyers’ experiences in online shopping. The present study also provides a comprehensive understanding of negotiation and request strategies on online streaming platforms by encompassing effective communication as well as the dynamics of the impact on online purchasing behavior by employing effective communication. Thus, this study provides the implications of the language used in an online environment, particularly online live streaming.
https://www.bpsu.edu.ph/index.php/component/jdownloads/send/902-volume2issue2-re/4431-2207-2024
