ASEAN Marketing Journal


Manuscript type: Empirical paper

Research Aims: The purpose of this paper is to investigate how customer shopping values (utilitarian, hedonic, and symbolic) influence customer trust, engagement, and purchase intention for live stream selling on e-commerce marketplace platforms.

Design/methodology/approach: The information was gathered online from 225 valid respondents. Respondents are Shopee users from Indonesia who have watched Shopee Live stream selling within the last two weeks. The data was analysed using Structural Equation Modelling (SEM) with LISREL 8.51.

Research Findings: The findings revealed that only symbolic value affects purchase intention, both directly and indirectly, whereas hedonic value affects purchase intention directly. Utilitarian value influences purchase intent indirectly through product trust and customer engagement.

Theoretical Contribution/Originality: This study adds to the body of knowledge about online commerce by expanding on previous research on live stream selling, particularly by small sellers on Indonesian e-commerce platforms.

Practitioner/Policy Implication: According to the findings of this study, small sellers doing Live Stream selling should focus on symbolic and hedonic value to increase customer purchase intention.

Research limitation/Implications: The study's respondents may only represent some of the population of Indonesian online shoppers. Future research could consider balancing the types of respondents. In addition to enhancing the insight, the research model could be expanded by including additional antecedents or moderators.


Ajzen, I. (1991), "The theory of planned behaviour", Organisational Behavior and Human Decision Processes, Vol. 50 No. 2, pp. 179-211.

Akram, U., Junaid, M., Zafar, A. U., Li, Z., & Fan, M. (2021). Online purchase intention in Chinese social commerce platforms: Being Emotional or rational? Journal of Retailing and Consumer Services, 63, 102669.

Anderson, J. C., & Gerbing, D. W. (1998). Structural equation modelling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.

Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95.

Ashraf, A.R., Thongpapanl, N., Spyropoulou, S., 2016. The connection and disconnection between e-commerce businesses and their customers: exploring the role of engagement, perceived usefulness, and perceived ease-of-use. Electron. Commer. Res. Appl. 20, 69–86.

Ba, S., & Pavlou, P. A. (2002). Evidence of the effect of trust-building technology in electronic markets: Price premiums and buyer behaviour. MIS Quarterly, 26(3), 243–268.

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644–656.

Badrinarayanan, V. A., Sierra, J. J., & Martin, K. M. (2015). A dual identification framework of online multiplayer video games: The case of massively multiplayer online roleplaying games (MMORPGs). Journal of Business Research, 68(5), 1045–1052.

Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120–141.

Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69(4), 133–152.

Bianchi, C., & Andrews, L. (2018). Consumer engagement with retail firms through social media: An empirical study in Chile. International Journal of Retail & Distribution Management, 46(4), 364–385.

Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 23(4), 321–331.

Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2002). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511–535.

Chiu, C. M., Chang, C. C., Cheng, H. L., & Fang, Y. H. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4), 761–784.

Chiu, C. M., Wang, E. T., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers' repeat purchase intentions in B2C e-commerce: The roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85–114.

Crawford, M. (1992). The world in a shopping mall. In M. Sorkin (Ed.). Variations on a theme park: The new American theme park and the end of public space (pp. 3–30). New York, NY: Hill and Wang.

Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68–81.

De Vries, N, J., Carlson, J. (2014) Examining the drivers and brand performance implications of customer engagement with brands in the social media environment, J. Brand Manag. 21,495–515.

Dessart, L., Veloutsou, C., Morgan-Thomas, A. (2016). Capturing consumer engagement: duality, dimensionality and measurement, J. Mark. Manage. 32, 399–426.

Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1–2), 168–180.

Featherman, M. S., Valacich, J. S., & Wells, J. D. (2006). Is that authentic or artificial? Understanding consumer perceptions of risk in e-service encounters. Information Systems Journal, 16(2), 107–134.

Fiore, A. M., & Kim, J. (2007). An integrative framework capturing experiential and utilitarian shopping experience. International Journal of Retail & Distribution Management, 35(6), 421–442.

Fiore, A. M., Jin, H. J., & Kim, J. (2005). For fun and profit: Hedonic value from image interactivity and responses toward an online store. Psychology and Marketing, 22(8), 669–694.

Fiore, A. M., Kim, J., & Lee, H. H. (2005). Effect of image interactivity technology on consumer responses toward the online retailer. Journal of Interactive Marketing, 19(3), 38–53.

Firat, A. F., & Venkatesh, A. (1993). Postmodernity: The age of marketing. International Journal of Research in Marketing, 10(3), 227–249.

Fornell, C. & Larcker, D. F., (1981). Evaluating Structural Equation Modeling with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.

Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90.

Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857–877.

Haimson, O. L., & Tang, J. C. (2017, May). What makes live events engaging on Facebook Live, Periscope, and Snapchat (Chairs) In G. Mark, & S. Fussell (Eds.). Proceedings of the 2017 CHI conference on human factors in computing systems (pp. 48–60). New York, NY: Association for Computing Machinery.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis, Eight Edition. Hampshire: Cengage Learning EMEA.

Hair, J. F., Bush, R. P., & Ortinau, D. J. (2010). Marketing research. New York, NY: McGraw-Hill Irwin

Hajli, N. (2015). Social commerce constructs and consumer's intention to buy. International Journal of Information Management, 35(2), 183–191.

Hamilton, W. A., Garretson, O., & Kerne, A. (2014, April). Streaming on twitch: Fostering participatory communities of play within live mixed media (Chairs) In M. Jones, & P. Palanque (Eds.). Proceedings of the SIGCHI conference on human factors in computing systems (pp. 1315–1324). New York, NY: Association for Computing Machinery.

Hansen, M. H., Morrow, J. L., Jr., & Batista, J. C. (2002). The impact of trust on cooperative membership retention, performance, and satisfaction: An exploratory study. The International Food and Agribusiness Management Review, 5(1), 41–59.

Hapsari, R., Clemes, M., Dean, D. (2016). The mediating role of perceived value on the relationship between service quality and customer satisfaction: evidence from Indonesian airline passengers, Procedia Econ. Finance. 35, 388–395.

Harris, L.C. and Goode, M.M. (2010), "Online servicescapes, trust, and purchase intentions", Journal of Services Marketing, Vol. 24 No. 3, pp. 230-243.

Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5–13.

Hewer, P., & Campbell, C. (1997). Research on shopping: A brief history and selected literature. In P. Falk, & C. Campbell (Eds.). The shopping experience (pp. 186–206). London, England: SAGE.

Hirschman, E. C. (1983). Aesthetics, ideologies and the limits of the marketing concept. Journal of Marketing, 47(3), 45–55.

Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132–140.


Hu, M., Zhang, M., & Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. Computers in Human Behavior, 75, 594–606

Huang, J.L., Curran, P.G., Keeney, J., Poposki, E.M., DeShon, R.P., 2012. Detecting and deterring insufficient effort responding to surveys. J. Bus. Psychol. 27 (1), 99–114.

Hwang, Y., & Kim, D. J. (2007). Customer self-service systems: The effects of perceived Web quality with service contents on enjoyment, anxiety, and e-trust. Decision Support Systems, 43(3), 746–760.

Jain, K., Yadav, D., 2018. The role of website personality and website user engagement on individual's purchase intention, pp. 347–360. Asset Analytics.

Jarvenpaa, S. L., & Todd, P. A. (1997). Is there a future for retailing on the Internet? Electronic Marketing and the Consumer, 1(12), 139–154.

Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an Internet store. Information Technology and Management, 1(1–2), 45–71.

Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500–507.

Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk and their antecedents. Decision Support Systems, 44(2), 544–564.

Kim, S., & Park, H. (2013). Effects of various characteristics of social commerce (s-commerce) on consumers' trust and trust performance. International Journal of Information Management, 33(2), 318–332.

Komiak, S. X., & Benbasat, I. (2004). Understanding customer trust in agent-mediated electronic commerce, web-mediated electronic commerce, and traditional commerce. Information Technology and Management, 5(1–2), 181–207.

Koo, D. M., Kim, J. J., & Lee, S. H. (2008). Personal values as underlying motives of shopping online. Asia Pacific Journal of Marketing and Logistics, 20(2), 156–173.

Lee, J., Park, D.H. and Han, I. (2011), "The different effects of online consumer reviews on consumers' purchase intentions depending on trust in online shopping malls: an advertising perspective", Internet Research, Vol. 21 No. 2, pp. 187-206.

Lee, S. M., & Lee, S. J. (2005). Consumers' initial trust toward second-hand products in the electronic market. The Journal of Computer Information Systems, 46(2), 85–98.

Liu, Y. (2003). Developing a scale to measure the interactivity of websites. Journal of Advertising Research, 43(2), 207–216.

Lu, B., Fan, W., Zhou, M., (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior 56, 225-237.

Lu, Y. B., Deng, Z. C., & Yu, J. H. (2006). A study on evaluation items and its application for B2C e-commerce trust. In H. Lan (Ed.). Proceedings of the 2006 international conference on management science & engineering (pp. 13–18). Harbin, China: Harbin Institute of Technology Press.

Lu, Y., Zhao, L., & Wang, B. (2010). From virtual community members to C2C e-commerce buyers: Trust in virtual communities and its effect on consumers' purchase intention. Electronic Commerce Research and Applications, 9(4), 346–360.

Lu, Z., Xia, H., Heo, S., & Wigdor, D. (2018, April). You watch, you give, and you engage: A study of live streaming practices in China (Chairs) In R. Mandryk, & M. Hancock (Eds.). Proceedings of the 2018 CHI conference on human factors in computing systems (pp. 466). New York, NY: Association for Computing Machinery.

Ma, Y. (2021). To shop or not: Understanding Chinese consumers' live-stream shopping intentions from the perspectives of uses and gratifications, perceived network size, perceptions of digital celebrities, and shopping orientations. Telematics and Informatics, 59, 101562

Malhotra, N. K. (2009). Marketing research: Volume 1 (4th ed.). Jakarta: PT Indeks.

Midgley, D. F., & Dowling, G. R. (1978). Innovativeness: The concept and its measurement. Journal of Consumer Research, 4(4), 229–242.

Moliner, M.Á., Diego, M.-T., Marta, E.-G., 2018. Consequences of customer engagement and customer self-brand connection. J. Serv. Mark. 32 (4), 387–399.

Moon, J. W., & Kim, Y. G. (2001). Extending the TAM for a World-Wide-Web context. Information Management, 38(4), 217–230.

Nicholson, C. Y., Compeau, L. D., & Sethi, R. (2001). The role of interpersonal liking in building trust in long-term channel relationships. Journal of the Academy of Marketing Science, 29(1), 3–15.

Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online buying behavior. Journal of Retailing and Consumer Services, 29, 92–103.

Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information Systems Research, 15(1), 37–59.

Preacher, K. J., & Leonardelli, G. J. (2021). Calculation for the Sobel Test [Software]. Quantpsy.org: http://quantpsy.org/sobel/sobel.htm

Prentice, C., Han, X, Y., Hua, L-L., Hu, L. (2019). The influence of identity-driven customer engagement on purchase intention. Journal of Retailing and Consumer Services.

Rintamäki, T., Kanto, A., Kuusela, H., & Spence, M. T. (2006). Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: Evidence from Finland. International Journal of Retail & Distribution Management, 34(1), 6–24.

Sandikci, O., & Holt, D. B. (1998). Malling society. Mall consumption practices and the future of public space. In J. F. SherryJr. (Ed.). ServiceScapes: The concept of place in contemporary markets (pp. 305–336). Chicago, IL: American Marketing Association/ NTC Business Books.

Sashi, C. M. (2012). Customer engagement, buyer-seller relationships and social media. Management Decision, 50(2), 253–272.

Seiders, K., Berry, L. L., & Gresham, L. G. (2000). Attention, retailers! How convenient is your convenience strategy? Sloan Management Review, 41(3), 79–89.

Shen, X.-L., Li, Y.-J., Sun, Y., Chen, Z., & Wang, F. (2019). Understanding the role of technology attractiveness in promoting social commerce engagement: Moderating effect of personal interest. Information & Management, 56(2), 294–305.

Sheth, J., Newman, B. and Gross, B. (1991), "Why we buy what we buy: a theory of consumption values", Journal of Business Research, Vol. 22 No. 2, pp. 159-170.

Song, J. H., & Zinkhan, G. M. (2008). Determinants of perceived web site interactivity. Journal of Marketing, 72(2), 99–113.

Statista (2023, June). eCommerce - Indonesia. Retrieved from https://www.statista.com/outlook/dmo/ecommerce/indonesia

Strahilevitz, M., & Myers, J. G. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24(4), 434–446.

Su, Q., Zhou, F., Wu, Y.J., 2020. Using virtual gifts on live streaming platforms as a sustainable strategy to stimulate consumers' green purchase intention. Sustainability 12 (9), 3783.

Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer-brand identification in building brand relationships. Journal of Business Research, 66(1), 53–59.

Venkatesh, V., & Davis, F.D., (2002). A theoretical extension of the technology acceptance model: four longitudinal field studies. Manag. Sci. 46 (2), 186–204.

Verhagen, T., Meents, S., & Tan, Y. (2006). Perceived risk and trust associated with purchasing at electronic marketplaces. European Journal of Information Systems, 15, 542–555.

Vivek, S.D., Beatty, S.E., Hazod, M., 2018. If you build it right, they will engage: a study of antecedent conditions of customer engagement. Customer Engagement Marketing. Palgrave Macmillan, Cham, pp. 31–51.

Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310–320.

Wiedenfels, G. (2009). Trust of potential buyers in new entrepreneurial ventures. Gabler, Wiesbaden: GWV Faceverlage GmbH.

Wohn, D. Y., Freeman, G., & McLaughlin, C. (2018, April). Explaining viewers' emotional, instrumental, and financial support provision for live streamers (Chairs) In R. Mandryk, & M. Hancock (Eds.). Proceedings of the 2018 CHI conference on human factors in computing systems (pp. 474). New York, NY: Association for Computing Machinery.

Wolfinbarger, M., Gilly, M.C., 2001. Shopping online for freedom, control, and fun. Calif. Manag. Rev. 43 (2), 34–55.

Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556.

Yahia, I. B., Al-Neama, N., & Kerbache, L. (2018). Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage. Journal of Retailing and Consumer Services, 41, 11–19.

Yu, F., Zheng, R. (2021). The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping. Asia Pacific Journal of Marketing and Logistics. Emerald Publishing Limited.

Zeithaml, V.A., Berry, L.L., Parasuraman, A. (1996). The behavioral consequences of service quality. J. Mark. 60 (2), 31–46.

Zhang, H., Lu, Y., Gupta, S., Zhao, L. (2014) what motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences, Inf. Manag. 51, 1017–1030.

Ziegler, C. N., & Golbeck, J. (2007). Investigating interactions of trust and interest similarity. Decision Support Systems, 43(2), 460–475.

Included in

Marketing Commons