<![CDATA[This study aims to analyze the influence of host attractiveness, interactivity, product presentation, and entertainment value on purchase intention mediated by trust within the context of live show shopping on Shopee Live. The evolution of live commerce has shifted consumer behavior toward more interactive and experience-based engagement, making trust a pivotal factor in purchasing decisions. This study employs a quantitative approach using an online survey distributed to Shopee Live users. Data was analyzed using the PLS-SEM method to examine the relationships between variables. The results indicate that entertainment value and product presentation have a positive and significant impact on trust, whereas host attractiveness and interactivity do not show a significant influence. Furthermore, trust is shown to have a very strong positive effect on purchase intention and acts as a mediating variable in the relationship between several independent variables and purchase intention. These findings confirm that in live commerce, entertainment and product presentation quality play a more dominant role in building consumer trust than other factors. This study contributes theoretically to the development of S-O-R-based consumer behavior models and offers practical implications for businesses in designing effective live streaming strategies.]]>
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