Purchase Intention in Live Streaming Shopping : Investigating the Effect of Hedonic Value on Purchase Intention with Emotional Pleasure as Mediation and Trust as Moderation

Abstract

This study aims to investigating the effect of hedonic value on purchase intention, with emotional pleasure as a mediating variable and trust as a moderating variable in the context of live streaming shopping on the Shopee in Padang City. Using a quantitative approach, data were collected through a survey of 185 respondents who don’n have experience purchasing via Shopee’s live streaming feature. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that hedonic value and emotional pleasure have significantly influences on purchase intention. Moreover, emotional pleasure mediates the relationship between hedonic value and purchase intention. However, trust does not significantly moderate the effect of hedonic value on purchase intention. These findings highlight the importance of enhancing consumers’ hedonic experiences and emotional pelasure to drive purchase intention in live streaming shopping, while suggesting that trust may not play a moderating role in this specific context