<![CDATA[Purpose – This study aims to examine the effects of utilitarian value, hedonic value, and social value on purchase intention in the context of Shopee Live streaming for cosmetic products. Design/Methodology/Approach – This study employed a quantitative explanatory research design. Data were collected from 275 respondents selected using a non-probability purposive sampling technique. The respondents were individuals who were aware of cosmetic products promoted through the Shopee Live feature but had never made a purchase. The data were analyzed using multiple linear regression with SPSS version 25. Findings – The results indicate that utilitarian value, hedonic value, and social value have positive and significant effects on purchase intention. These findings demonstrate that consumers’ intentions to purchase through Shopee Live are influenced not only by functional benefits, such as convenience and efficiency, but also by entertainment experiences and social motivations during live commerce interactions. Originality/Value – This study contributes to the e-commerce and consumer behavior literature by integrating utilitarian, hedonic, and social value perspectives to explain purchase intention in the emerging live commerce environment. The findings provide practical implications for e-commerce practitioners and sellers in optimizing live streaming strategies by creating interactive, enjoyable, and socially engaging shopping experiences to increase consumer purchase intention.]]>
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