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

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.