The Role of Intangible Values in Live Streaming and Impact on Audience Engagement

: This study aims to investigate the role of intangible values in live streaming and their impact on consumer engagement. The research employs a quantitative method using a structural equation model (SEM) based on partial least square (PLS). Data was collected from 100 respondents who have watched and purchased products on social media and Shopee Live at least three times a month. The findings indicate that utilitarian value, hedonic value, symbolic value, and economic value significantly influence trust in the seller and consumer engagement. Trust in the seller is proven to be a significant mediator in the relationship between intangible values and consumer engagement. This study provides valuable insights for online sellers on strategies to enhance trust and consumer engagement through intangible values in the context of live streaming.