<![CDATA[Live-streaming commerce has emerged as an important form of social commerce, enabling consumers to interact with sellers and products in real time. This study examines the influence of shopping value on consumer trust and customer engagement in TikTok Shop live streaming in Indonesia. Data were collected through an online questionnaire using purposive sampling from TikTok users who had experience watching TikTok Shop live-streaming sessions. A total of 301 valid responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that utilitarian value significantly affects trust in products but does not significantly influence trust in sellers or customer engagement. In contrast, hedonic and symbolic value significantly influence trust in products, trust in sellers, and customer engagement. Furthermore, trust in products significantly influences trust in sellers, while both trust in products and trust in sellers significantly contribute to customer engagement. These findings indicate that shopping value plays an important role in shaping consumer trust and engagement in TikTok Shop live streaming, although its effects differ across value dimensions.]]>
Copyrights © 2027
