Understanding the Impact of Perceived Value on Consumers’ Continuous Purchase Intention in LiveStreaming E-Commerce Mediated by Consumer Trust and Online Shopping Satisfaction

Ati Mustikasari (), Ratih Hurriyati, Bambang Widjajanta, Agus Rahayu, Lili Adi Wibowo and Puspo Dewi Dirgantari
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Ati Mustikasari: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Bambang Widjajanta: Universitas Pendidikan Indonesia
Agus Rahayu: Universitas Pendidikan Indonesia
Lili Adi Wibowo: Universitas Pendidikan Indonesia
Puspo Dewi Dirgantari: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 467-473 from Springer

Abstract: Abstract Live-streaming e-commerce has grown significantly in popularity over the past few years in the online retail sector. 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 perceived value, consumer trust, and online shopping satisfaction in shaping consumers’ continuous purchase intentions. This study uses a quantitative approach by distributing questionnaires to 217 consumers who are active in purchasing through live-streaming e-commerce. The data collected was then analyzed using structural equation modelling (SEM). The results showed that perceived value significantly positively affects consumer trust and online shopping satisfaction. In addition, consumer trust and online shopping satisfaction 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 behaviour. By increasing perceived value, platforms can increase consumer trust and online shopping satisfaction, increasing 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 (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-443-3_60

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