Modernized business: Live streaming feature adoption impact on business competitive advantage of Indonesia’s Gen Z perceptions

Technological developments will continue to shape the future, specifically in modernizing the business sector. Therefore, this study explores how the use of live streaming features affects Generation Z's perception of a company's competitive advantage. This research analyzes data collected through surveys consisting of 210 Gen Z respondents who use live streaming features. The Unified Theory of Acceptance and Use of Technology (UTAUT) model was used to assess the factors that influence the usage of live streaming features. The results showed that Performance Expectancy and Facilitating Conditions contribute significantly to Gen Z participation in using the live streaming features. In other conditions, Effort Expectancy and Social Influence do not actively impact the user's decision to use the feature. This result confirms that usability and ease of use encourage user engagement in live streaming features, while perceived benefits and social influence do not have a strong effect in encouraging the use of the feature. Therefore, businesses in Indonesia can optimize their competitive advantage by utilizing the live streaming feature to increase interactive experiences and ensure strong facility support, such as technology reliability and creating more engaging content to boost user participation and loyalty.