Article: Engaging customer in live-streaming commerce: the impact of interactivity and perceived value on trust Journal: International Journal of Electronic Customer Relationship Management (IJECRM) 2025 Vol.15 No.1/2 pp.73 - 92 Abstract: This study proposes a comprehensive framework to investigate the impact of interactivity and perceived values on customer engagement toward live-streaming in s-commerce through customer trust in the beauty industry in an emerging market. The research utilised an online questionnaire to obtain data from 505 respondents throughout Indonesia and structural equation modelling (SEM) with SmartPLS to test and analyse the hypotheses. The study reveals that interactivity and perceived values relate positively to customer trust. Further, customer trust positively affected customer engagement with live-streaming commerce. The results of this study suggest that companies should provide informative and entertaining content. Managers should also ensure that interactions between the company and customers during live-streaming run smoothly because this has also increased customer trust. Both efforts will increase customer trust, eventually increasing customer engagement. The findings contribute to academic and practical considerations of live-streaming in s-commerce, on which this paper expands. Inderscience Publishers - linking academia, business and industry through research

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Title: Engaging customer in live-streaming commerce: the impact of interactivity and perceived value on trust

Authors: Rizkia Ayu Amilia; Atik Aprianingsih; Mustika Sufiati Purwanegara; Margareth Setiawan; Teresia Debby

Addresses: School of Business and Management, Institut Teknologi Bandung, Jl. Ganesha 10, 40132, Bandung, Indonesia ' School of Business and Management, Institut Teknologi Bandung, Jl. Ganesha 10, 40132, Bandung, Indonesia ' School of Business and Management, Institut Teknologi Bandung, Jl. Ganesha 10, 40132, Bandung, Indonesia ' Entrepreneurship Department, Bina Nusantara University, Paskal Hyper Square, Pasir Kaliki No. 25-27, Bandung, Indonesia ' Faculty of Economics, Universitas Katolik Parahyangan, Jl. Ciumbuleuit No. 94, Bandung, Indonesia

Abstract: This study proposes a comprehensive framework to investigate the impact of interactivity and perceived values on customer engagement toward live-streaming in s-commerce through customer trust in the beauty industry in an emerging market. The research utilised an online questionnaire to obtain data from 505 respondents throughout Indonesia and structural equation modelling (SEM) with SmartPLS to test and analyse the hypotheses. The study reveals that interactivity and perceived values relate positively to customer trust. Further, customer trust positively affected customer engagement with live-streaming commerce. The results of this study suggest that companies should provide informative and entertaining content. Managers should also ensure that interactions between the company and customers during live-streaming run smoothly because this has also increased customer trust. Both efforts will increase customer trust, eventually increasing customer engagement. The findings contribute to academic and practical considerations of live-streaming in s-commerce, on which this paper expands.

Keywords: live-streaming commerce; LSC; perceived values; interactivity; customer trust; customer engagement.

DOI: 10.1504/IJECRM.2025.145718

International Journal of Electronic Customer Relationship Management, 2025 Vol.15 No.1/2, pp.73 - 92

Accepted: 23 Jan 2025
Published online: 16 Apr 2025 *

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Title: Engaging customer in live-streaming commerce: the impact of interactivity and perceived value on trust

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