Does Live Stream Selling Affect Customer Engagement and Purchase Intention? The Shopee Live Platform Case Study

Manuscript type: Empirical paper Research Aims: The purpose of this is to investigate how customer shopping values (utilitarian, hedonic, and symbolic) influence trust, engagement, purchase intention for live stream selling on e-commerce marketplace platforms. Design/methodology/approach: information was gathered online from 225 valid respondents. Respondents are Shopee users Indonesia who have watched Live within the last two weeks. data analysed using Structural Equation Modelling (SEM) with LISREL 8.51. Findings: findings revealed that only symbolic value affects intention, both directly indirectly, whereas hedonic directly. Utilitarian influences intent indirectly through product trust engagement. Theoretical Contribution/Originality: This study adds body knowledge about commerce by expanding previous research selling, particularly small sellers Indonesian Practitioner/Policy Implication: According study, doing Stream should focus increase intention. limitation/Implications: study's respondents may represent some population shoppers. Future could consider balancing types In addition enhancing insight, model be expanded including additional antecedents or moderators.