Influencing Factors in Live Stream Selling on Shopee

What is it about?

This research examines how different shopping values (utilitarian, hedonic, and symbolic) influence customer trust, engagement, and purchase intention in live stream selling on e-commerce platforms, specifically focusing on Shopee users in Indonesia. The study finds that symbolic value directly and indirectly affects purchase intention, while hedonic value directly influences it. Utilitarian value indirectly influences purchase intent through product trust and customer engagement.

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Photo by Libby Penner on Unsplash

Photo by Libby Penner on Unsplash

Why is it important?

This research expands knowledge on live stream selling, particularly for small sellers on Indonesian e-commerce platforms. It suggests that small sellers should emphasize symbolic and hedonic value to boost customer purchase intention. However, it's important to note that the study's findings may not represent the entire population of Indonesian online shoppers, and future research could consider a more balanced respondent sample and explore additional factors or moderators in the research model. This study is significant for e-commerce practitioners and policymakers aiming to enhance customer engagement and sales in live stream selling.

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