Although live streaming via social media offers consumers real-time shopping experiences and potentially increases sales volume, the intangible values carried by live streaming from the streamer’s perspective are relatively unknown. Building upon the Trust Transfer Theory, this study examined the values behind Instagram live streaming that could potentially build young consumers’ trust in and engagement with social commerce sellers. Known for its visually appealing content, simplicity, speed, and mobility, Instagram is unlike other social media platform. More importantly, its targeting ability makes it an influencer dominant social media platform. Analysis using dual-stage PLS-SEM and ANN from 209 respondents revealed that utilitarian and symbolic values significantly influence trust, which subsequently builds customer engagement. Hedonic values and economic values, on the other hand, were found to play no significant role in building trust and customer engagement.

尽管社交媒体直播为消费者提供了实时购物体验并有可能增加销量，但从主播的角度来看，直播所带来的无形价值相对未知。这项研究以信任转移理论为基础，探讨了 Instagram 直播背后的价值，这些价值有可能建立年轻消费者对社交电商卖家的信任和参与。Instagram 以其视觉吸引力的内容、简单、速度和移动性而闻名，与其他社交媒体平台不同。更重要的是，它的定位能力使其成为有影响力的社交媒体平台。使用双阶段 PLS-SEM 和 ANN 对 209 名受访者进行的分析表明，功利主义和象征性价值观会显着影响信任，从而建立客户参与度。