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"ABSTRAKAkhir-akhir ini, kategori produk apparel wanita lokal Indonesia telah berkembang dengan dukungan kemajuan teknologi dan tren belanja online yang meningkat. Maka dari itu, dengan mengetahui dan mengikuti pola perilaku konsumen saat ini di setiap tahap (mulai dari problem recognition hingga post-purchase behavior) dalam membuat keputusan pembelian online, diharapkan dapat membantu merek apparel lokal untuk meningkatkan penjualan dan memperluas pangsa pasar mereka. Penelitian ini menganalisis perilaku pembelian online konsumen melalui: online brand experience yang dimediasikan oleh online brand familiarity; pengaruh central route & peripheral route terhadap information adoption; information adoption yang dimediasikan oleh perceived e-WOM credibility; dan online purchase experience. Responden merupakan individu yang pernah membeli merek apparel lokal Indonesia melalui online, yang kemudian data diolah menggunakan metode Structural Equation Modeling (SEM). Hasil menunjukkan bahwa online brand experience memiliki pengaruh positif pada perilaku pembelian online konsumen hanya jika dimediasi oleh online brand familiarity; central route peripheral route memiliki pengaruh positif pada information adoption; information adoption yang dimediasi oleh perceived e-WOM credibility tidak secara signifikan mempengaruhi perilaku pembelian online konsumen; dan online purchase experience memiliki pengaruh positif pada perilaku pembelian online konsumen.

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ABSTRACTRecently, Indonesian local women apparel category has been growing with the support of technological advancements and the increasing trend of online shopping. Thus, by knowing and following the current patterns of consumer behavior at every stage (starting from problem recognition to post-purchase behavior) in making online purchase decisions, expected to help local apparel brands to increase the sales and expand their market share. This study is analyzing consumer online purchase behavior through: online brand experience mediated by online brand familiarity; the influence of central route & peripheral route on the information adoption; information adoption mediated by perceived e-WOM credibility; and online purchase experience. Respondents were people who has bought Indonesian local apparel brand through online, and the data is processed using Structural Equation Modeling (SEM) method. The results shows that online brand experience have a positive influence on consumer online purchase behavior only if mediated by online brand familiarity; central route peripheral route have a positive influence on information adoption; information adoption mediated by perceived e-WOM credibility is not significantly influence consumer online purchase behavior; and online purchase experience have a positive influence on consumer online purchase behavior."

"Dengan pertumbuhan Internet dan teknologi selama bertahun-tahun, telah terjadi pergeseran dalam cara penjual dan pembeli yang terlibat di pasar berinteraksi. Salah satu perkembangan yang disebutkan di atas disebut streaming langsung, yang melibatkan individu yang menyiarkan video langsung atau real-time tentang apa pun yang mereka inginkan di Internet. Dalam hal ini, penjual yang menggunakan streaming langsung dapat secara efektif memamerkan produk dan layanan mereka secara real-time, sebingga memungkinkan pembeli untuk terlibat dalam pengalaman yang lebih interaktif dibandingkan metode tradisional dengan mengurangi jarak virtual dan ketidakpastian dalam berbisnis di saluran online. Tren livestreaming telah mengembangkan dan mentransformasi e-commerce seperti Shopee dan Tokopedia. Kedua platform e-commerce tersebut merupakan pemimpin pasar dalam lanskap e-commerce Indonesia, dan masing-masing memiliki layanan yang menawarkan streaming langsung. Indonesia adalah salah satu negara terpadat dan terbesar di dunia yang menjadikannya salah satu negara pengguna Internet terbesar di dunia. Tujuan dari penelitian ini adalah untuk melihat pengaruh faktor-faktor yang mempengaruhi niat membeli peserta livestreaming e-commerce, yaitu kehadiran sosial dan identifikasi konsumen-streamer. Penelitian ini melibatkan 112 partisipan dan dianalisis menggunakan Partial Least Squares - Structural Equation Modeling (PLS - SEM). Menurut penelitian ini, kehadiran sosial dan identifikasi konsumen-streamer mempunyai pengaruh yang signifikan dan positif terhadap niat membeli pemirsa siaran langsung e-commerce.

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With the growth and development of the Internet and technology throughout the years, there has been a shift in the methods that sellers and buyers engage in the market. One development is livestreaming, it involves individuals broadcasting a real-time or live video of anything that they want on the Internet. In this case, sellers who use livestreaming can showcase their products and services in real-time, allowing buyers to engage in a more interactive shopping by reducing the virtual distance and uncertainty of doing businesses in online channels. The latest trend of livestreaming also affected e-commerce platforms such as Shopee and Tokopedia. Both platforms are the market leaders in Indonesian e-commerce landscape, with both offering livestreaming services. Indonesia is both one of the populous and biggest countries in the world which leads to it having one of the largest internet users in the world. Thus, this study aims to understand the effects of social presence and consumer-streamer identification. This study included 112 participants and was analysed using Partial Least Squares - Structural Equation Modelling (PLS - SEM). According to this study, social presence and consumer-streamer identification hasve a significant and positive effect toward the purchase intention of an e-commerce livestreaming viewers."

"Penelitian ini berfokus pada intensi pembelian konsumen generasi X yang sebagian besar memiliki daya beli yang kuat. Berdasarkan sampel 190 responden generasi X di Indonesia, peneliti menguji pengaruh variabel personal awareness of security, personal innovativeness, perceived ease of purchasing, dan perceived usefulness terhadap online purchase intention dengan menjadikan variabel attitude towards online purchase dan habitual online usage sebagai variabel mediasi dan menggunakan metode analisis data berbasis structural equation modelling SEM. Hasilnya, nilai personal awareness of security yang rendah menunjukkan kekhawatiran konsumen generasi X terhadap situs e-commerce, lalu personal innovativeness dan perceived usefulness menjadi faktor penting yang menentukan intensi pembelian online, sedangkan perceived ease of purchasinghanya berpengaruh secara langsung terhadap intensi pembelian online tanpa dimediasi oleh kedua variabel mediasi. Temuan dalam penelitian ini diharapkan memiliki implikasi bagi para peneliti, pelaku bisnis e-commerce dan pihak ritel dengan target di segmen generasi X, di mana harapannya adalah mereka mampu memahami secara lebih baik karakteristik target konsumennya dan dapat merumuskan strategi online yang lebih baik.

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This study focuses on the intention of purchasing of consumer generation X which mostly have a strong purchasing power. Based on a sample of 190 respondents of generation X consumers in Indonesia, the researcher examined the effect of personal awareness of security, personal innovativeness, perceived ease of purchasing, and perceived usefulness toward online purchase intention by making the attitude towards online purchase and habitual online usage as mediator variables and using SEM based data analysis method. As a result, the low personal awareness of security pointed to the worries of generation X consumers on e commerce, on the other hand personal innovativeness and perceived usefulness became important factors in determining online purchasing intention, while perceived ease of purchasing affects directly the intention of online purchase without any mediation on both mediator variables. The findings in this study are expected to have implications for researchers, e commerce and retailers with a target in the generation X consumers, with expectations that they get better understanding of the characteristics of their target customers thus they can formulate better online strategies."

"E-niaga atau E-commerce telah menjadi suatu hal yang esensial dan fenomena yang berkembang pesat saat ini. Kenyamanan dan kemudahan belanja online menjadikan hal ini tren yang juga berkembang di kalangan konsumen. Kebiasaan ini telah meningkatkan minat perusahaan-perusahaan e-commerce untuk fokus pada bidang ini. Oleh karena itu, penelitian ini bertujuan untuk menentukan hubungan antara perceived risk, attributes of online shopping, dan subjective norms dengan online shopping behavior dan dengan variabel mediator purchase intention. Subjek analisis adalah masyarakat Jabodetabek yang pernah bertransaksi di e commerce B2C di Indonesia. Data yang dikumpulkan kemudian dianalisis menggunakan aplikasi SPSS dan SmartPLS. Structural Equation Modelling digunakan untuk menguji kesesuaian model dan pengujian hipotesis. Hasil penelitian adalah bahwa perceived risk berpengaruh positif namun kecil, attributes of online shopping sangat berpengaruh, dan subjective norms hanya memiliki pengaruh kecil, serta purchase intention juga terbukti menjadi variabel mediator yang berfungsi dengan baik.

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E commerce has become an essential and rapidly growing phenomenon today. The convenience and ease of online shopping make this a trend that is also growing among consumers. This practice has increased the interest of e commerce companies to focus on this field. Therefore, this study aims to determine the relationship between perceived risk, attributes of online shopping, and subjective norms with online shopping behavior and with purchase intention as mediator variable. The subject of analysis is the Jabodetabek people who have transacted in B2C e commerce in Indonesia. The data collected is then analyzed using SPSS and SmartPLS applications. Stuctural Equation Modeling is used to test the suitability of models and hypothesis testing. The result of the research is that perceived risk has positive but small effect, attributes of online shopping is very influential, and subjective norms only have small influence, and purchase intention also proved to be a mediator variable that works well."

"Penelitian ini menggunakan Tehcnology Acceptance Model (TAM) yang sudah banyak digunakan untuk melihat bagaimana penerapan atau penerimaan suatu teknologi. Pada konteks penelitian ini adalah, melihat bagaimana penerapan atau penerimaan teknologi E-Commerce pembelian pakaian oleh konsumen muslim di Indonesia, serta melihat bagaimana pengaruh dari Subjective Norms dan Online Shopping Anxiety-nya. Penelitian ini juga menggunakan religious commitment sebagai variabel moderasi. Berjumlahkan 666 responden, penelitian ini menggunakan metode Structural Eqaution Modeling (SEM) untuk menganalisis data.

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This study uses the Technology Acceptance Model (TAM) which has been widely used to see how the adoption or acceptance of a technology is. This study wants to see how the adoption or acceptance of E-Commerce technology for clothing purchases by Muslim consumers in Indonesia, as well as seeing how the influence of Subjective Norms and their Online Shopping Anxiety. This study also uses a religious commitment as a moderating variable. With 666 respondents in total, this study used the Structural Equation Modeling (SEM) method to analyze the data."

"Perebakan dan perkembangan layanan konsumen berbasis internet (online) telah berujung pada pertumbuhan bisnis yang cepat dalam beberapa tahun terakhir. Walaupun demikian, adopsi belanja groceries berbasis online, atau teknologi online grocery shopping (OGS) masih tertinggal terutama jika dibandingkan dengan pertumbuhan pesat dari jenis layanan lainnya, sementara juga mengamati adanya percepatan peningkatan penggunaannya pada tahun 2020 yang bertepatan dengan dimulainya pandemi COVID- 19. Berfokus pada Indonesia sebagai salah satu pasar yang dilayani oleh layanan OGS yang terus berkembang, penelitian ini mencoba mengkaji peran empat keyakinan terkait teknologi konsumen seperti yang dijelaskan dalam Technological Readiness Index (TRI) oleh Parasuraman (2000): optimism, innovativeness, insecurity, dan discomfort, dan hubungannya dengan niat atau intensi konsumen untuk mengadopsi layanan OGS. Penelitian ini juga memenuhi research gap yang terdapat pada fenomena yang diobservasi dengan memasukkan COVID-19 sebagai pengaruh situasional yang memungkinkan terhadap adopsi OGS. Sampling dengan metode non-probability, judgemental sampling dilakukan terhadap 176 responden dan kemudian dianalisis dengan pendekatan pemodelan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bagaimana optimism dan innovativeness memiliki pengaruh positif dalam menentukan intensi konsumen untuk mengadopsi layanan OGS. Selain itu, intensi konsumen untuk mengadopsi OGS juga memberikan pengaruh positif dalam memprediksi adopsi OGS di masa depan, sedangkan COVID-19 sebagai pengaruh situasional tidak memberikan pengaruh yang signifikan dalam memoderasi kekuatan hubungan tersebut.

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The proliferation and development of internet-based, online consumer services has led to the subsequent rapid growth of these businesses in recent years. However, the adoption of online-based grocery shopping, or OGS technologies remains lagging particularly when compared towards the rapid growth of other lines of services, while also noting the accelerated rise of OGS usage within 2020 that coincided with the start of the COVID-19 pandemic. Focusing on Indonesia as one of the markets served by growing OGS services, this study attempts to examine the role of consumers’ four technology-related beliefs as described in Parasuraman (2000)’s Technological Readiness Index (TRI): optimism, innovativeness, insecurity, and discomfort, and their relationship towards consumer intention to adopt OGS services. This research also fulfils the research gap evident throughout the phenomenon by incorporating COVID-19 as a probable situational influence towards OGS adoption. A non-probability, judgmental sampling was implemented towards 176 respondents and is analyzed with the Partial Least Squares- Structural Equation Modelling (PLS-SEM) modelling approach. Results indicated how optimism and innovativeness possess a positive influence on determining an OGS consumer’s intention to adopt the service. In addition, consumer intentions to adopt OGS provide another positive influence on predicting future OGS adoption, while COVID-19 as a situational influence does not exert a significant influence on moderating its relationship strength.

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"Adanya pandemi memaksa masyarakat untuk beradaptasi dengan banyak hal, salah satunya jual beli online. Produk fashion menjadi salah satu produk yang paling banyak dibeli secara online di Indonesia selama masa COVID-19. Namun, membeli produk secara online membutuhkan banyak pertimbangan karena konsumen tidak bisa menilai secara langsung produk yang akan dibeli. Penelitian ini bertujuan untuk menguji pengaruh information adoption, perceived e-WOM credibility, gender, online brand experience, website design and layout, dan online brand familiarity terhadap online purchase behavior konsumen merek pakaian fashion lokal di Indonesia. Selain itu, penelitian ini juga ingin mengetahui pengaruh central route dan peripheral route terhadap information adoption. Sebanyak 283 responden yang pernah membeli produk pakaian fashion merek lokal melalui website selama masa COVID-19 berhasil dikumpulkan dan kemudian dianalisis menggunakan Smart Partial Least Square (SmartPLS). Hasil penelitian ini memvalidasi Elaboration Likelihood Model yang menunjukkan bahwa central route dan peripheral route memiliki hubungan positif dengan information adoption. Selain itu, information adoption mempengaruhi perilaku pembelian online dan dapat dimediasi oleh perceived e-WOM credibility. Selanjutnya, online brand experience memiliki pengaruh yang signifikan terhadap online purchase behavior dan dapat dimediasi oleh online brand familiarity. Terakhir, gender dan website design and layout tidak memiliki pengaruh yang signifikan sebagai variabel moderasi antara perceived e-WOM credibility dan online purchase behavior, dan antara online brand experience dan online purchase behavior.

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The existence of a pandemic forces people to adapt to many things, one of which is buying and selling online. Fashion products are one of the most purchased products online in Indonesia during the COVID-19 period. However, buying products online requires a lot of consideration since consumers cannot directly judge the products to be purchased. This study aims to examine the influence of information adoption, perceived e-WOM credibility, gender, online brand experience, website design and layout, and online brand familiarity on consumer online purchase behavior of local fashion clothing brands in Indonesia. In addition, this study also intends to determine the influence of central route and peripheral route on information adoption. A total of 283 respondents who have experienced of purchasing local fashion clothing brand products through websites during COVID-19 period were successfully collected and then analyzed using the Smart Partial Least Square (SmartPLS). The results of this study validate Elaboration Likelihood Model, which show that central route and peripheral route have positive relationship with information adoption. In addition, information adoption influences online purchase behavior and can be mediated by perceived e-WOM credibility. Furthermore, online brand experience has a significant influence on online purchase behavior and can be mediated by online brand familiarity. Lastly, gender and website design and layout do not have any significant influence as moderating variables between perceived e-WOM credibility and online purchase behavior, and between online brand experience and online purchase behavior."

"Penggunaan internet yang semakin luas dengan munculnya e-commerce telah mengakibatkan perubahan pada pola belanja konsumen. Perubahan pola belanja konsumen saat ini yang banyak menggunakan e-commerce ternyata telah membuka peluang bagi para konsumen untuk melakukan pembelian impulsif secara online. Beberapa peneliti melaporkan  bahwa banyak konsumen online melakukan pembelian impulsif. Namun pembahasan tentang pembelian impulsif online dan berbagai aspeknya yang masih perlu untuk digali, peneliti bermaksud untuk meneliti secara empiris hubungan langsung dan tidak langsung faktor/rangsangan eksternal yaitu rangsangan website, rangsangan pemasaran, dan rangsangan situasional serta hubungan langsung dan efek moderasi religiusitas intrinsik dan ekstrinsik terhadap perilaku pembelian impulsif online muslim di Indonesia saat menggunakan e-commerce Shopee. Penelitian ini didesain menggunakan pendekatan kuantitatif dengan basis data survei. Metode analisis kuantitatif yang digunakan adalah partial least squares structural equation modeling (PLS-SEM). Penggunaan metode PLS-SEM ditujukan untuk menganalisis faktor stimulus eksternal dan religiusitas terhadap kecenderungan pembelian impulsif ketika menggunakan aplikasi belanja online “Shopee” pada muslim Indonesia dengan pendekatan Stimulus-Organism-Response (SOR). Penelitian ini menemukan bahwa  rangsangan pemasaran yaitu atribut harga, religiusitas intrinsik dan religiusitas ekstrinsik mempengaruhi pembelian impulsif online. Pembelian impulsif online muslim di Indonesia saat menggunakan e-commerce Shopee juga dipengaruhi oleh rangsangan website yaitu kualitas dari website dan rangsangan situasional yaitu variasi pilihan barang secara tidak langsung yang dimediasi oleh penjelajahan hedonis. Selain itu juga terdapat efek moderasi dari religiusitas intrinsik yang dapat melemahkan dan religiusitas ekstrinsik yang dapat memperkuat hubungan  penjelajahan hedonis terhadap pembelian impulsif online muslim di Indonesia saat menggunakan e-commerce Shopee.

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The widespread use of the internet with the emergence of e-commerce has resulted in changes in consumer shopping patterns. Changes in consumer shopping patterns today, which use a lot of e-commerce, have opened up opportunities for consumers to make online impulsive buying. Several researchers report that many online consumers make impulse buying. However the discussion about online impulsive buying and its various aspects still need to be explored, the researcher intends to empirically examine the direct and indirect relationships of external factors/stimuli, such as website stimuli, marketing stimuli, and situational stimuli as well as direct relationships and moderating effects of intrinsic and extrinsic religiosity on online impulse buying behavior of Muslims in Indonesia when using Shopee e-commerce. This study was designed using a quantitative approach with a survey database. The quantitative analysis method used is partial least squares structural equation modeling (PLS-SEM). The use of the PLS-SEM method is intended to analyze external stimulus factors and religiosity towards impulse buying tendencies when using the online shopping application "Shopee" for Indonesian Muslims using the Stimulus-Organism-Response (SOR) approach. This study found that marketing stimuli (price attributes), intrinsic religiosity and extrinsic religiosity has a direct effect on online impulsive buying. Muslim online impulsive buying in Indonesia when using Shopee e-commerce are also influenced by website stimuli (quality of the website) and situational stimuli (variety of selection)  indirectly mediated by hedonic browsing. In addition, there is also a moderating effect of intrinsic religiosity which can weaken and extrinsic religiosity which can strengthen the relationship of hedonic browsing of online impulse buying of Muslims in Indonesia when using Shopee e-commerce."

"Perkembangan ekonomi digital di Indonesia semakin berkembang pesat. Jumlah pengguna Electronic Commerce (e-commerce) di Indonesia juga diproyeksikan meningkat terus menerus. Terdapat berbagai alasan pendorong customer berbelanja di e-commerce. Ulasan online konsumen mempunyai pengaruh yang cukup signifikan terhadap perilaku pembelian konsumen dan telah menjadi sumber informasi penting bagi konsumen, memengaruhi sekitar 20–50% keputusan pembelian online. Kondisi saat ini, E-commerce XYZ belum melakukan research atau investigasi lebih lanjut terkait faktor-faktor apa saja yang dapat membuat customer memberikan ulasan. Tujuan dari penelitian adalah untuk menganalisis beberapa faktor yang memengaruhi niat pelanggan memberikan ulasan online / electronic word of mouth (EWOM). Penelitian ini diharapkan dapat menjadi pembelajaran untuk meningkatkan product review rate, yang erat kaitannya dengan kepuasan pelanggan dan akan berpengaruh terhadap kenaikan add to cart rate. Penelitian dilakukan dengan metode campuran, yaitu secara kuantitatif dengan menyebarkan kuesioner dan secara kualitatif dengan melakukan wawancara. Dalam penelitian ini, beberapa kerangka model yang dipilih berdasarkan analisis faktor dan adopsi dari studi-studi sebelumnya yaitu model kesuksesan sistem informasi dari DeLone &McLean yang mengintegrasikan teori kualitas e-service, serta teori determinasi diri dan social influence yang diadopsi dari teori UTAUT.Kuesioner disebar secara online melalui google form. Pengolahan analisis statistik yang digunakan adalah Partial Least Square (PLS) dengan tools SmartPLS v.4. Hasil dari penelitian memberikan kesimpulan bahwa e-service quality, attitude & customer satisfaction memengaruhi niat pelanggan memberikan ulasan online secara positif. Hipotesis bahwa delivery condition memengaruhi e-service quality secara positif, ditolak. Kemudian dilakukan wawancara dan analisis tematik untuk eksplorasi masalah dan pemberian rekomendasi yang difokuskan kepada hasil hipotesis yang diterima.

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The digital economy in Indonesia is growing rapidly. The number of Electronic Commerce (e-commerce) users in Indonesia is also projected to continuously increase. There are various motivating reasons for customers to shop on e-commerce platforms. Online consumer reviews have a significant influence on consumer buying behavior and have become a crucial source of information for consumers, affecting about 20–50% of online purchase decisions. Currently, E-commerce XYZ has not conducted further research or investigation into the factors that can prompt customers to leave reviews. The purpose of this study is to analyze several factors that influence customers' intentions to provide online reviews, or electronic word of mouth (EWOM). This research is expected to provide insights to enhance the product review rate, which is closely related to customer satisfaction and is likely to impact the increase in the add-to-cart rate. The research was conducted using mixed methods, namely quantitatively by distributing online questionnaires and qualitatively by conducting interviews. In this study, selected frameworks are based on factor analysis and adoption from previous studies, including the DeLone & McLean information system success model that integrates the theory of e-service quality, as well as self-determination theory and social influence adopted from the UTAUT theory.

Questionnaires were distributed online via Google Forms. The statistical analysis method used is Partial Least Square (PLS) with SmartPLS v.4 tools. The findings of the study conclude that e-service quality, attitude, and customer satisfaction positively influence the customers' intention to provide online reviews. The hypothesis that delivery condition positively affects e-service quality was rejected. Subsequently, interviews and thematic analysis were conducted to explore issues and provide recommendations focused on the accepted hypothesis results."

"Penelitian ini diadakan untuk mengetahui apakah fitur live streaming di e-commerce dengan live streaming perceived value (utilitarian, hedonic, symbolic) memiliki pengaruh terhadap purchase intention. 223 data responden berhasil dikumpulkan selama tiga bulan terakhir dengan persyaratan responden pernah menonton siaran live streaming di website atau aplikasi mobile e-commerce Shopee. Model penelitian ini menggunakan PLS-SEM. Hasil penelitian ini menunjukkan utilitarian value berpengaruh positif terhadap customer trust pada seller, sebaliknya memiliki pengaruh tidak signifikan terhadap customer trust pada produk. Sementara itu utilitarian value tidak memiliki pengaruh terhadap customer engagement dan purchase intention. Selanjutnya, baik hedonic dan symbolic value berpengaruh positif terhadap customer trust secara keseluruhan beserta customer engagement dan purchase intention. Pada akhirnya, customer engagement yang terdapat dalam live streaming memiliki pengaruh paling tinggi secara keseluruhan terhadap purchase intention. Selain itu, penelitian ini juga menjelaskan jenis customer trust dan bagaimana trust in product berpengaruh positif terhadap trust in seller. Temuan ini diharapkan dapat menambah perkembangan literature mengenai live streaming di e-commerce beserta perceived value dalam live streaming, customer trust, customer engagement dan purchase intention

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This study was conducted to determine whether the live streaming feature in e-commerce with live streaming of perceived value (utilitarian, hedonic, symbolic) has an influence on purchase intention. 223 respondent data has been collected over the last three months with the requirement that respondents have watched live streaming broadcasts on the Shopee e-commerce website or mobile application. This research model uses PLS-SEM. The results of this study indicate that utilitarian value has a positive effect on customer trust in the seller, on the other hand, it has no significant effect on customer trust on the product. Meanwhile, utilitarian value has no effect on customer engagement and purchase intention. Furthermore, both hedonic and symbolic values have a positive effect on overall customer trust along with customer engagement and purchase intention. In the end, customer engagement contained in live streaming has the highest overall influence on purchase intention. In addition, this study also explains the types of customer trust and how trust in products has a positive effect on trust in sellers. This finding is expected to add to the development of literature regarding live streaming in e-commerce along with the perceived value in live streaming, customer trust, customer engagement and purchase intention."