How does live stream selling on platforms like Shopee influence customer engagement and purchase intentions? Discover the key findings of a recent study by Arisman Arisman and Imam Salehudin from Universitas Indonesia. Their paper, “Does Live Stream Selling Affect Customer Engagement and Purchase Intention? The Shopee Live Platform Case Study,” reveals how shopping values impact customer behaviour during live streams.
📄 Read the full paper: Does Live Stream Selling Affect Customer Engagement and Purchase Intention? (https://doi.org/10.21002/amj.v14i2.1201)
Key Points:
Data was collected from 225 Shopee users who recently watched live stream selling.
Analysis using Structural Equation Modelling (SEM) with LISREL 8.51.
Symbolic value significantly impacts purchase intention both directly and indirectly.
Hedonic value directly influences purchase intention.
The utilitarian value affects purchase intention indirectly through product trust and customer engagement.
Practical strategies for small sellers to enhance live stream selling effectiveness by focusing on symbolic and hedonic values.
These insights are crucial for small sellers aiming to boost their success in live stream selling on e-commerce platforms.
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