More than a Good Deal: The Interplay of Perceived Value, Multidimensional Engagement, and Intention to Buy in Live Platform

Abstract

Live stream shopping has become popular alternative to traditional social media marketing, particularly in Indonesia. In this study, we adopted Perceived Value Theory to explore how financial, functional, individual, and social values influence three types of engagement, including affective, cognitive, and behavioral, and how these forms of engagement will shape purchase in live stream shopping environments. This research collects samples of 200 respondents via survey. Partial Least Squares Structural Equation Modeling was used to analysis the data. The output revealed that financial value strongly drives affective and cognitive engagement. Another finding is that functional value significantly influences cognitive and behavioral engagement, while individual and social values enhance users' emotional connections, that translate into direct purchasing behavior. Interestingly, the results suggest that functional benefits may not be sufficient to drive deep engagement or prompt purchasing action. The findings emphasize the need for a balanced value strategy one that effectively addresses both the emotional and practical needs of live stream audiences to foster meaningful engagement and influence purchase intention. Live streamers could emphasize financial and individual values in their contents to gain direct purchase intention. Furthermore, they need to highlight the financial, individual, and social values that could trigger emotional engagement in order to improve the purchase intention for longer term benefit.