ASEAN Marketing Journal


Manuscript type: Research Article

Research Aims: Examine the relationship between shopping values consumers perceive during live streaming and their trust, engagement, and intention to purchase from Indonesian social commerce thrift clothes sellers.

Design/methodology/approach: Data was gathered through an online survey from consumers who have watched a live-streaming session of an online thrift clothes shop on Instagram. Data were analysed using covariance-based Structural Equation Modelling (SEM).

Research Findings: The output shows that only the utilitarian value of live stream positively affects trust in products and sellers. The variable engagement was only significantly affected by hedonic value. Additionally, the only significant indirect relationship is between utilitarian value and consumer engagement mediated by trust in products. Lastly, utilitarian value, symbolic value, and engagement positively affect the intention to purchase from Indonesian thrift clothes shops on Instagram, while hedonic value affects it negatively.

Theoretical Contribution/Originality: This study extended several research models by utilising the Stimulus – Organism – Response framework to see how perceived values of live streaming on s-commerce affect consumer engagement and purchasing intention when mediated by consumer’s trust in the seller and product.

Practitioner/Policy Implication: Marketers and entrepreneurs who sell thrift clothes on Instagram should utilise the Instagram Live feature while focusing on the utilitarian value to increase consumer engagement and intention to purchase.

Research limitation/Implications: Demography, number of samples, and differences in live streaming style and thrift clothes brands still need to be addressed.


Ali, A., & Bhasin, J. (2019). Understanding Customer Repurchase Intention in E-commerce: Role of Perceived Price, Delivery Quality, and Perceived Value. Journal of Business Research, 8(2), 142–157.

Amin, M., Rezaei, S., and Tavana, F.S. (2015). Gender differences and consumer's repurchase intention: The impact of trust propensity, usefulness, and ease of use for the implication of innovative online retail. International Journal of Innovation and Learning, 17(2), 217–233

Bakewell, C., & Mitchell, V.W. (2003). Generation Y female consumer decision-making styles. International Journal of Retail & Distribution Management, 31(2), 95–106.

Barrutia, J.M., & Gilsanz, A. (2012). Electronic Service Quality and Value: Do Consumer Knowledge-Related Resources Matter? Journal of Service Research, 16(2), 231–246.

Bartik, A.W., Bertrand, M., Cullen, Z.B., Glaeser, E.L., Luca, M., & Stanton, C.T. (2020). How are small businesses adjusting to Covid-19? In National Bureau of Economic Research (NBER Working Paper No. 26989).

Basari, M.A.M. ., & Shamsudin, M.F. (2020). Does customer satisfaction matter? Journal of Undergraduate Social Science and Technology, 2(1), 1–17.

Chang, H.H., Wang, Y.H., Yang, W.Y. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total Quality Management, 20(4), 423–443.

Chun, W.Y. & Jung, H.J. (2006). Effects of online reviews on evaluation and purchase intention of a product in internet shopping: The role of gender differences. Korean Journal of Consumer and Advertising Psychology, 7(1), 113–129.

Cronin, J.J., Brady, M.K., Brand, R.R., Hightower, R., & Shemwell, D.J. (1997). A cross-sectional test of the effect and conceptualization of service value. Journal of Services Marketing, 11(6), 375–391.

Cuong, D.T. (2020). The Effect of Physical Environment and Perceived Value on Customer Satisfaction and Behavioral Intention at the Cinema in Vietnam. TEST Engineering & Management, 82, 1665–1674.

Djalante, R., Lassa, J., Setiamarga, D., Sudjatma, A., Indrawan, M., Haryanto, B., Mahfud, C., Sinapoy, M. S., Djalante, S., Rafliana, I., Gunawan, L.A., Surtiari, G.A.K., & Warsilah, H. (2020). Review and analysis of current responses to COVID-19 in Indonesia: Period of January to March 2020. Progress in Disaster Science, 6, 100091. https://doi.org/10.1016/j.pdisas.2020.100091

Eagly, A.H., & Wood, W. (1999). The origins of sex differences in human behavior: Evolved dispositions versus social roles. American Psychologist, 54(6), 408–423.

Eggert, A., & Ulaga, W. (2002). Customer perceived value: A substitute for satisfaction in business markets? Journal of Business & Industrial Marketing, 17(2–3), 107–118.

Flint, D.J., Woodruff, R.B., & Gardial, S.F. (1997). Customer value change in industrial marketing relationships: a call for new strategies and research. Industrial Marketing Management, 26(2), 163–175.

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

Gross, I. (1997). Evolution in Customer Value: the Gross Perspective," in Customer Value: Moving Forward - Back to Basics (Ed.: ISBM).

Guo, C., Kulviwat, S., Zhu, J., & Wang, Y.J. (2019). Competing in an emerging market: antecedents and consequences of market orientation and the role of environmental factors. Journal of Strategic Marketing, 27(3), 248–267. https://doi.org/10.1080/0965254X.2017.1411386

Ha, J., & Jang, S. (2013). Variety seeking in restaurant choice and its drivers. International Journal of Hospitality Management, 32, 155–168.

Hair, J., Sarstedt, M., Hopkins, L. and Kuppelwieser, V. (2014). Partial Least Suares Structural Equation Modeling (PLS-SEM): An emerging tool for business research, European Business Review, 26(2), 106–121

Haleem, A., Javaid, M., & Vaishya, R. (2020). Effects of COVID-19 pandemic in daily life. Current Medicine Research and Practice, 10(2), 78–79. https://doi.org/10.1016/j.cmrp.2020.03.011

Hauser, J.R., & Wernerfelt, B. (1990). An evaluation cost model of consideration sets. Journal of Consumer Research, 16(4), 393–408.

Hellier, P.K., Geursen, G.M., Carr, R.A., & Rickard, J.A. (2003). Customer repurchase intention: A general structural equation model "Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762–1800.

Hume, M. (2008). Developing a conceptual model for repurchase intention in the performing arts: The roles of emotion, core service and service delivery. International Journal of Arts Management, 10(2), 40–55.

Hunt, S., & Arnett, D. (2004). Market segmentation strategy, competitive advantage, and public policy: Grounding segmentation strategy in resource-advantage theory. Australasian Marketing Journal, 12(1), 7–25. https://doi.org/10.1016/S1441-3582(04)70083-X

Jogiyanto, H. (2014). Metodologi Penelitian Bisnis (Business Research Methodology), BPFE, Yogyakarta-Indonesia

Kim, Y.E., & Yang, H.C. (2020). The Effects of Perceived Satisfaction Level of High-Involvement Product Choice Attribute of Millennial Generation on Repurchase Intention: Moderating Effect of Gender Difference. Journal of Asian Finance, Economics, and Business, 7(1), 131–140.

Kotler, P., & Keller, K. (2016). Marketing Management (15th Edition). Pearson.

Lapierre, J. (2000). Emerald Article : Customer-Perceived Value In Industrial Contexts Customer-Perceived Value In Industrial Contexts. Journal of Business & Industrial Marketing, 15(2), 122–145. http://dx.doi.org/10.1108/08858620010316831

Lau, K.Y.A., Hui, Y.V., & Zhao, X. (2004). Modeling Repurchase Frequency and Customer Satisfaction for Fast Food Outlets. International Journal of Quality & Reliability Management, 21(5), 545-563.

Lewis, M. (2020). Men vs. women: differences in shopping habits & buying decisions. Money Crashers.

Martinez, A.R., Frasquet, M., & Saura, I.G. (2019). How to measure B2B relationship value to increase satisfaction and loyalty. Journal of Business and Industrial Marketing, 34(8), 1866–1878. https://doi.org/10.1108/JBIM-10-2018-0289

Muslim, A., Harun, A., Ismael, D., & Othman, B. (2020). Social media experience, attitude and behavioral intention towards umrah package among generation X and Y. Management Science Letters, 10(1), 1–12.

Nunnally, J. . (1978). Psychometric Theory (Second Edition). McGraw-Hill Book Company.

Oliver R.L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460–469.

Patterson, P.G., & Spreng, R.A. (1997). Modelling the Relationship Between Perceived Value, Satisfaction and Repurchase Intentions in a Business-to-Business, Services Context: An Empirical Examination. International Journal of Service Industry Management, 8(5), 414–434.

Rao, M.J., & Moorthy, S. (2020). Purakala Analysis on Consumers Online Buying Behavior of Essentials during COVID 19 in Central Suburbs of Mumbai. Purakala.Com, 31(37), 440–452. https://www.purakala.com/index.php/0971-2143/article/view/2210

Rousta, A., & Jamshidi, D. (2020). Food tourism value: Investigating the factors that influence tourists to revisit. Journal of Vacation Marketing, 26(1), 73–95. https://doi.org/10.1177/1356766719858649

Shaw, R., Kim, Y., & Hua, J. (2020). Governance, technology and citizen behavior in pandemic: Lessons from COVID-19 in East Asia. Progress in Disaster Science, 6, 100090. https://doi.org/10.1016/j.pdisas.2020.100090

Sheth, J.N., Newman, B.I., & Gross, B.L. (1991). Why We Buy What We Buy: A Theory of Consumption Values: Discovery Service for Air Force Institute of Technology. Journal of Business Research, 22(2), 159–170.

Slater, S.F., & Narver, J. (2000). Intelligence generation and superior customer value. Journal of the Academy of Marketing Science, 28(1), 120–127.

Soderlund, M. (2003). The retrospective and the prospective mind and the temporal framing of customer satisfaction. European Journal of Marketing, 37(10), 1375–1390. https://doi.org/10.1108/03090560310487158

Suhartanto, D., Helmi A.M., Tan, K.H., Sjahroeddin, F., & Kusdibyo, L. (2019). Loyalty toward online food delivery service: the role of e-service quality and food quality. Journal of Foodservice Business Research, 22(1), 81–97. https://doi.org/10.1080/15378020.2018.1546076

Sweeney, J.C., Soutar, G. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220.

Talwar, S., Dhir, A., Kaur, P., & Mäntymäki, M. (2020). Why do people purchase from online travel agencies (OTAs)? A consumption values perspective. International Journal of Hospitality Management, 88, 1–11. https://doi.org/10.1016/j.ijhm.2020.102534

Thome, K., Pinho, G., & Hoppe, A. (2018). Consumption values and physical activities: consumers' healthy eating choices. British Food Journal, 121(2), 590–602. https://doi.org/10.1108/BFJ-12-2017-0683

Vieira, L.M., Barcellos, M.D.D., Hoppe, A., & Silva, S.B.D. (2013). An analysis of value in an organic food supply chain. British Food Journal, 115(10), 1454–1472.

Wahyuningsih. (2011). Customer Value, Satisfaction and Behavioral Intentions: the Effects of Consumer Search Behavior. ASEAN Marketing Journal, 3(1), 1–20. https://doi.org/10.21002/amj.v3i1.2011

Woodruff, R. (1997). Customer value: the next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139–153.

Yi, Y. (1990). A critical review of consumer satisfaction. Review of Marketing, 4(1), 68–123.

Zeithaml, V.A. (1988). Consumer Perceptions of Price, Quality. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446

Zhou, J., Zhai, L., & Pantelous, A.A. (2020). Market segmentation using high-dimensional sparse consumer data. Expert Systems with Applications, 145, 1–53. https://doi.org/10.1016/j.eswa.2019.113136

Included in

Marketing Commons