Analysis the Influence of Live Shopping Feature on Social Commerce in Consumer Interest and Purchasing Decisions

Abstract

The rapid growth of e-commerce in Indonesia, especially on sites like Tiktok live streaming platform, has changed the way and habit that people do before doing an online transaction. The main points impacting Indonesian customers' purchase intentions in live-streaming e-commerce environments are examined in this study. The study examines how utilitarian, hedonistic, social values, trust in product, trust in platform and promotion influence customer trust and boost their intention to buy under the interest of consumer perceived value theory. An online survey was used to gather quantitative data from Indonesian customers who previously participated in live shopping. The target of the respondent will be university students that are still enrolling. The findings indicate that whilst hedonic value affects trust in the platform alone, utilitarian and social values greatly increase trust in both the product and the platform. Purchase intention is positively impacted by all six value dimensions, with trust acting as a key mediating factor.