Understanding the Impact of Perceived Value on Consumers^ Continuous Purchase Intention in Live-Streaming E-Commerce--Mediated by Consumer Trust and Online Shopping Satisfaction
Ati Mustikasari (a*b), Ratih Hurriyati (a), Bambang Widjajanta (a), Agus Rahayu (a), Lili Adi Wibowo (a), Puspo Dewi Dirgantari (a)

a. Fakultas Pendidikan Ekonomi dan Bisnis
Universitas Pendidikan Indonesia
atimustikasari[at]upi.edu
b. Fakultas Ilmu Terapan, Program Study D3 Manajemen Pemasaran
Universitas Telkom

Abstract

In recent years, live-streaming e-commerce has become a significant trend in the online retail industry. However, more research still needs to be done on the psychological factors influencing consumer purchasing decisions in this context. Therefore, this study aims to fill this knowledge gap by analyzing the role of perceived Value, consumer trust, and online shopping satisfaction in shaping consumers^ continuous purchase intentions. This study uses a quantitative approach by distributing questionnaires to a sample of 217 consumers who are active in purchasing through live-streaming e-commerce. The data collected was then analyzed using structural equation modeling (SEM). The results showed that perceived Value significantly positively affects consumer trust and online shopping satisfaction. In addition, consumer trust and online shopping satisfaction also mediate between perceived Value and consumers^ sustainable purchase intentions. In other words, consumers who experience high perceived Value tend to have greater trust in e-commerce live-streaming platforms and feel satisfied with their online shopping experience, increasing their intention to continue buying in this context. These findings provide important insights for live-streaming e-commerce practitioners to understand the factors influencing consumer purchasing behavior. By increasing perceived Value, platforms can increase consumer trust and online shopping satisfaction, which in turn will increase consumers^ continuous purchase intentions. The practical implication of this study is the importance of providing a positive online shopping experience and strengthening consumer trust in the context of live-streaming e-commerce.

Keywords: perceived Value, consumer trust, online shopping satisfaction, continuous purchase intention, live-streaming e-commerce.

Topic: Marketing Management, Relationship Marketing, Service Marketing