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The intangible values of live streaming and their effect on audience engagement

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Abstract

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.

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Authors and Affiliations

  1. Sunway Business School, Sunway University, Sunway City, Malaysia

    Kah Yi Leong

  2. School of Social Science, Heriot-Watt University, Putrajaya, Malaysia

    Jessica Sze Yin Ho

  3. Department of Management, Sunway Business School, Sunway University, Sunway City, Malaysia

    Shehnaz Tehseen

  4. Faculty of Engineering and Information Technology, University of Technology Sydney, Sydney, Australia

    Eiad Yafi

  5. UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia

    Tat-Huei Cham

  6. Tashkent State University of Economics, Tashkent, Uzbekistan

    Tat-Huei Cham

  7. Faculty of Accountancy and Management, Universiti Tunku Abdul Rahman, Kajang, Malaysia

    Tat-Huei Cham

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Appendix 1: measurement items

Appendix 1: measurement items

Constructs

Items

Customer engagement

CE1

I am likely to revisit the seller's page to watch their new live videos in the near future

CE2

I would be likely to try and keep track of the activities of a seller that uses Instagram Live

CE3

I am likely to recommend sellers that use Instagram Live to my friends

CE4

In the near future, I will definitely buy products from a seller that uses Instagram Live

CE5

I would become a fan and a follower of a page that uses Instagram Live

CE6

I encourage friends and relatives to do business with a seller that uses Instagram Live

CE7

In the near future, I will definitely buy apparels from a seller that uses Instagram Live

CE8

I consider a seller that uses Instagram Live to be my first choice when buying this kind of product

Economic value

EV1

It is worth the economic investment to buy apparels sold through Instagram live streaming

EV2

In general, I am satisfied with the price of the apparels that sell in Instagram live

EV3

The apparels sold on Instagram Live are worth their high price

Hedonic value

HV1

Shopping through Instagram Live is entertaining

HV2

I enjoy shopping via Instagram Live

HV3

While shopping via Instagram Live, I feel a sense of adventure

HV4

Shopping through Instagram Live is a way of relieving stress

HV5

I am able to do a lot of fantasizing while watching Instagram Live

HV6

While shopping through Instagram Live, I am able to forget my problems

HV7

Shopping via Instagram Live is a thrill for me

HV8

Activities (e.g., flash sales, freebies) on Instagram Live get me excited

HV9

I enjoy getting a great deal when I shop via Instagram Live

Symbolic value

SV1

Shopping through Instagram Live makes me feel as though I'm trendy

SV2

I feel that I can identify with the seller

SV3

I feel that the seller recognizes me and remembers my preferences

SV4

I can find apparels that are consistent with my style when I shop via Instagram Live

SV5

I can infer social acceptance of products from other customers' comments during the live stream

SV6

I am eager to tell my friends/acquaintances about this live shopping

SV7

I feel that the seller has the same taste as me

SV8

I feel that I belong to the customer segment of the seller's Instagram page

SV9

I can infer social acceptance of apparels from other customers' comments during the live stream

Trust in seller

TS1

I believe in the information that the seller provides through live streaming

TS2

I can trust Instagram sellers that use live streaming

TS3

I believe that Instagram sellers who use live streaming are trustworthy

TS4

I do not think that Instagram sellers who use live streaming would take advantage of me

Utilitarian value

UV1

Sellers that sell through Instagram Live seem like real merchants

UV2

Products sold through Instagram Live appear to be authentic

UV3

The way a product is presented via Instagram Live (e.g., a seller's try-on) helps me to visualize the appearance of the product on a real figure

UV4

I am able to easily see and visualise the product as it appears on Instagram Live

UV5

The way an apparel is presented online gives me as much sensory information about the apparel as I would experience in a store

UV6

Apparels sold through Instagram Live seem genuine to me

UV7

I feel that I can ask the seller selling via Instagram Live to find apparels I want

UV8

Apparels sold through Instagram Live tend to be up-to-date and on-trend

UV9

The online seller asks and gathers customer feedback directly via Instagram Live

UV10

Via Instagram Live, the online seller answers my questions immediately

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Leong, K.Y., Ho, J.S.Y., Tehseen, S. et al. The intangible values of live streaming and their effect on audience engagement. J Market Anal (2023). https://doi.org/10.1057/s41270-023-00247-1

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