The Role of Shopee Live Streaming in Building Customer Engagement and Repurchase Intention
DOI:
https://doi.org/10.29407/nusamba.v10i2.22880Keywords:
Live streaming, e-commerce, customer trust, customer engagement, repurchase intentionAbstract
Research aim: This research aims to investigate the effect of utilitarian value, hedonic value, social value, and economic value on trust in product and trust in seller, the effect of trust in product and trust in seller on customer engagement and repurchase intention and the effect of customer engagement on repurchase intention toward Shopee live streaming platform in Indonesia.
Methods: This research uses a quantitative approach. The sample of this research are 239 by using purposive sampling method with criteria of all customer in indonesia who have made purchase through Shopee live streaming as the population. Data analysis for this research is using SmartPLS-SEM
Finding: The finding reveals that customer perceived values dimension have a partial effect on customer trust. Customer trust has significant impact in both customer engagement and repurchase intention and customer engagement have a positive effect on repurchase intention
Theoretical contribution/Originality: This study contributes theoretically by examining the relationship between customer perceived value, consumer trust in customer engagement and repurchase intention.
Practitioner/Policy implication: Practically, it suggests that seller’s who use Shopee live streaming platform should pay attention about products utilitarian value, social value and economic value since its effect on customer trust and also pay attention in customer trust in product and seller and customer engagement.
Research limitation: The data of this research were collected only via questioner survey on online basis.
Downloads
References
Ahdiat, A. (2024, January 10). 5 E-Commerce dengan Pengunjung Terbanyak Sepanjang 2023. Databoks.Kasakata.Co.Id. https://databoks.katadata.co.id/datapublish/2024/01/10/5-e-commerce-dengan-pengunjung-terbanyak-sepanjang-2023
Akbaruddin, R., Surachman, & Rofiaty. (2023). The International Journal of Social Sciences World Brand Image, Customer Engagement, and Web Design Quality: Their Influence toward Online Repurchase Intentions. 5(1), 128–144. https://doi.org/10.5281/zenodo.7646489
Alalwan, A. A., Algharabat, R. S., Baabdullah, A. M., Rana, N. P., Raman, R., Dwivedi, R., & Aljafari, A. (2019). Examining the impact of social commerce dimensions on customers’ value cocreation: The mediating effect of social trust. Journal of Consumer Behaviour, 18(6), 431–446. https://doi.org/10.1002/cb.1782
Fitri, N. A. (2022). Dampak E-Commerce terhadap Strategi Pemasaran (Studi Kasus Pada Platform Shopee). Juli-Desember, 01, 67–77.
Aslam, W., Hussain, A., Farhat, K., & Arif, I. (2020). Underlying Factors Influencing Consumers’ Trust and Loyalty in E-commerce. Business Perspectives and Research, 8(2), 186–204. https://doi.org/10.1177/2278533719887451
Baijal, A., Cannarsi, A., & Hoppe, F. (2023). E-conomy SEA 2020. https://www.bain.com/insights/e-conomy-sea-2023/
Dimyati, M., & Subagio, N. A. (2018). Customer trust as mediator in the creation of customer relationship intention. Management and Marketing, 13(1), 710–729. https://doi.org/10.2478/mmcks-2018-0001
Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3). https://doi.org/10.1016/j.rmal.2022.100027
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). MULTIVARIATE DATA ANALYSIS EIGHTH EDITION. www.cengage.com/highered
Ha, T. M. (2021). The impact of product characteristics of limited-edition shoes on perceived value, brand trust and purchase intention. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1953680
Kominfo. (2021, February). Bisnis E-Commerce Semakin Gurih. https://www.kominfo.go.id/content/detail/32999/bisnis-e-commerce-semakin-gurih/0/artikel
Kwon, J.-H., Jung, S.-H., Choi, H.-J., & Kim, J. (2021). Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers. Journal of Product & Brand Management, 30(7), 990–1015. https://doi.org/10.1108/JPBM-02-2020-2763
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland), 12(6). https://doi.org/10.3390/info12060241
Majeed, M., Asare, C., Fatawu, A., & Abubakari, A. (2022). An analysis of the effects of customer satisfaction and engagement on social media on repurchase intention in the hospitality industry. Cogent Business & Management, 9(1). https://doi.org/10.1080/23311975.2022.2028331
Masri, N. W., Ruangkanjanases, A., & Chen, S. C. (2021). The effects of product monetary value, product evaluation cost, and customer enjoyment on customer intention to purchase and reuse vendors: Institutional trust‐based mechanisms. Sustainability (Switzerland), 13(1), 1–20. https://doi.org/10.3390/su13010172
Padgett, D., & Loos, A. (2019). APPLIED MARKETING (M. McDonald, Ed.; 1st ed.). John Wiley & Sons, Inc.
Rachmawati, D. (2024, January 15). Fitur Live Streaming, Shopee Lebih Populer dari Tiktok. Ekonomi.Bisnis.Com. https://ekonomi.bisnis.com/read/20240115/12/1732432/ipsos-fitur-live-streaming-shopee-lebih-populer-dari-tiktok
Repi, O. W., Lumanaw, B., & Wenas, R. S. (2020). THE INFLUENCE OF PROMOTIONAL MIX, BRAND AWARENESS AND PERCEPTION OF VALUE ON BUYING INTEREST IN BUKALAPAK IN FACULTY OF ECONOMICS AND BUSINESS STUDENTS OF SAM RATULANGI MANADO UNIVERSITY. 110 Jurnal EMBA, 8(4), 110–119.
Sovia, N., Zaky, A., Susanta Nugraha, H., Farida, N., Bisnis, D. A., & Diponegoro, U. (2022). PENGARUH E-SERVICE QUALITY DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN (Studi pada E-Commerce Shopee). In Jurnal Ilmu Administrasi Bisnis (Vol. 11, Issue 1). https://ejournal3.undip.ac.id/index.php/jiab
Suhyar, S. V., & Pratminingsih, A. (2023). The Influence of Live Streaming and Trust on Impulsive Buying in The Purchase Of Skintific Skincare Products Pengaruh Live Streaming dan Trust terhadap Impulsive Buying dalam Pembelian Produk Skincare Skintificid 2 *Corresponding Author. In Management Studies and Entrepreneurship Journal (Vol. 4, Issue 2). http://journal.yrpipku.com/index.php/msej
Tarabieh, S., Gil, I., Galdón-Salvador, J. L., & AlFraihat, S. F. A. (2024). The New Game of Online Marketing: How Social Media Influencers Drive Online Repurchase Intentions Through Brand Trust and Customer Brand Engagement. Intangible Capital, 20(1), 103–125. https://doi.org/10.3926/IC.2515
Thanh, N. N. D., & Binh, N. T. (2020). The relationship between online trust, customer engagement and EWOM. HCMCOUJS - ECONOMICS AND BUSINESS ADMINISTRATION, 9(1). https://doi.org/10.46223/hcmcoujs.econ.en.9.1.180.2019
Vohra, A., & Bhardwaj, N. (2019). Customer engagement in an e-commerce brand community: An empirical comparison of alternate models. Journal of Research in Interactive Marketing, 13(1), 2–25. https://doi.org/10.1108/JRIM-01-2018-0003
Watanabe, E. A. de M., Alfinito, S., Curvelo, I. C. G., & Hamza, K. M. (2020). Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers. British Food Journal, 122(4), 1070–1184. https://doi.org/10.1108/BFJ-05-2019-0363
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. https://doi.org/10.1016/j.jbusres.2018.08.032
Wu, Y., & Huang, H. (2023). Influence of Perceived Value on Consumers’ Continuous Purchase Intention in Live-Streaming E-Commerce—Mediated by Consumer Trust. Sustainability, 15(5), 4432. https://doi.org/10.3390/su15054432
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Clarissa Angelina Setyono, Margaretha Pink Berlianto
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Copyright on any article is retained by the author(s).
- The author grants the journal, the right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
- The article and any associated published material is distributed under the Creative Commons Attribution-ShareAlike 4.0 International License
How to Cite
