BANDAR LAMPUNG — Entertainment appeal and the alignment of products with buyer lifestyle have proven to be the primary drivers encouraging consumers to actively engage during live streaming broadcasts on TikTok Shop. Recent research conducted by Rizky Kurniawan, Aida Sari, and Rinaldi Bursan from Lampung University reveals that hedonic value and symbolic value exert a positive and significant effect on customer engagement during live shopping sessions. The study also found that trust in sellers plays a crucial mediating role in bridging the impact of symbolic value on active consumer participation.
The background of this research stems from the rapid expansion of social commerce in Indonesia, where live streaming has transformed online shopping from routine transactional tasks into interactive entertainment. This phenomenon is particularly pronounced among young digital natives, such as university students, who regularly comment, like, share broadcasts, and make real-time purchases. Understanding the psychological drivers behind customer engagement is vital for digital merchants seeking to design effective sales strategies beyond rigid product marketing.
The research methodology utilized a quantitative causal design grounded in the Stimulus-Organism-Response theoretical framework. The study sampled 155 active students from Lampung University who had watched and made purchases through TikTok Shop live streaming. Primary data collected via five-point Likert scale questionnaires were analyzed using Partial Least Squares Structural Equation Modeling via SmartPLS 4, supported by descriptive evaluations in SPSS.
The empirical results demonstrate that hedonic value—reflecting pleasurable and entertaining shopping experiences—positively and significantly influences customer engagement. Furthermore, symbolic value related to identity expression and personal style emerged as the strongest direct driver of engagement among the evaluated dimensions. Conversely, utilitarian value covering functional benefits, such as practical product information, demonstrated no statistically significant direct impact on active customer interaction.
Mediation analysis confirmed that trust in sellers significantly mediates the relationship between symbolic value and customer engagement. When products resonate with consumer self-identity and are backed by trust in seller credibility, shoppers participate more actively in the live session. However, trust in sellers did not mediate the effects of hedonic or utilitarian values. Collectively, the research model accounts for 72.2 percent of the total variance in live-streaming customer engagement.
The implications of this research offer practical guidance for e-commerce merchants and digital entrepreneurs. Live streaming sellers are encouraged to structure their broadcasts with engaging, entertaining, and socially interactive content rather than relying solely on hard-selling tactics. Highlighting lifestyle-compatible products and maintaining transparent seller communication are essential strategies for fostering consumer trust and building long-term customer engagement.
Author Profiles
Rizky Kurniawan, Lampung University
Aida Sari, Lampung University
Rinaldi Bursan, Lampung University
Research Source
Article Title: The Influence of Hedonic Value, Symbolic Value, and Utilitarian Value on Customer Engagement with Trust in Sellers as a Mediating Variable in TikTok Shop Live Streaming
Journal Name: International Journal of Scientific Multidisciplinary Research (IJSMR)
Publication Year: 2026
DOI: https://doi.org/10.55927/ijsmr.v4i9.155
Official URL: https://journalijsmr.my.id/index.php/ijsmr
0 Komentar