Paramastri, Anindya Sita (2026) ANALISIS MOTIVASI PENGGUNAAN FITUR MEDIASHARE DALAM MEMBERIKAN VIRTUAL GIFTING MENGGUNAKAN MODEL STIMULUS ORGANISM-RESPONSE PADA PLATFORM LIVE STREAMING. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid growth of live streaming platforms has led to the emergence of Virtual Gifting Mediashare as a form of financial support between viewers and streamers. However, the revenue generated through this feature remains inconsistent, while most streamers still lack an understanding of the factors influencing viewers' decisions to use Mediashare. This study aims to analyze the factors influencing viewers' intention to use Virtual Gifting Mediashare by employing the Stimulus–Organism–Response (S-O-R) model. A quantitative approach was adopted involving 392 respondents, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that Emotional Attachment and Flow Experience have a significant effect on Virtual Gifting Mediashare Intention. In addition, Trustworthiness, Expertise, Attractiveness, and Entertainment significantly influence viewers' internal psychological states, whereas Telepresence, Instant Feedback, and Interactivity do not have a significant effect on Flow Experience. The findings demonstrate that emotional attachment and immersive viewing experiences are the primary factors driving viewers' intention to provide Virtual Gifting Mediashare.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | T Technology > T Technology (General) > T58.6-58.62 Management Information Systems | ||||||||||||
| Divisions: | Faculty of Computer Science > Departemen of Information Systems | ||||||||||||
| Depositing User: | ANINDYA SITA PARAMASTRI | ||||||||||||
| Date Deposited: | 20 Jul 2026 06:07 | ||||||||||||
| Last Modified: | 21 Jul 2026 01:55 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/56279 |
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