Impact of Perceived Value on Purchase and E-WOM Intentions: A Study of Shopee’s Star Sellers

Aim/Purpose: This study analyzed the factors influencing electronic word-of-mouth (e-WOM) intention and purchase intention among Shopee users toward stores with Star Seller status, including the mediating roles of cognitive and affective appraisal. It integrated Customer Value Theory, Social Learning Theory, and Perceived Value Theory to examine how perceived benefits influence user behavior. The study also aimed to provide empirical evidence on the advantages of Star Seller status and to educate sellers on how this status can enhance their business performance on Shopee. Background: Shopee is one of Indonesia's most widely used e-commerce platforms, where store status signals seller credibility. Among these, the Star Seller status offers multiple benefits. However, many sellers hesitate to pursue this status due to the associated administrative fees. A decline in the number of Star Seller stores may result in fewer offers for users, prompting them to compare and potentially switch to other platforms. This research sought to demonstrate the positive impact of Star Seller status on user behavior and reduce seller resistance through education. Methodology: The study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data from an online survey of 452 Shopee users. The analysis tested relationships between perceived value dimensions (emotional, functional, and price), cognitive and affective appraisal, and behavioral intentions such as purchase and e-WOM. Contribution: Theoretically, the study offered a novel integration of Customer Value Theory and Social Learning Theory within Shopee’s Star Seller context to explain user behavior in e-commerce. Practically, it provided evidence-based insights for Shopee and its sellers, showing how Star Seller status can influence trust, purchase intention, and recommendations. Findings: The findings revealed that emotional, functional, and price value significantly influenced purchase and e-WOM intentions. Cognitive and affective appraisal mediated these relationships, with cognitive appraisal having a more substantial effect. These results highlight the critical role of Star Seller status in shaping user perceptions and behaviors, offering tangible benefits for sellers. Recommendations for Practitioners: Sellers should be educated on the benefits of Star Seller status to reduce reluctance and increase participation. Shopee is encouraged to strengthen communication on the unique advantages of Star Seller status, such as better service quality and exclusive promotions, to boost user engagement and seller adoption. Recommendation for Researchers: Future studies can explore additional perceived value dimensions and their influence on user behavior. Longitudinal and cross-platform comparisons can also provide deeper insights into the long-term effects of seller status on user retention and loyalty. Impact on Society: By promoting Star Seller adoption, this research may enhance user satisfaction and support sustainable e-commerce growth in Indonesia. The findings contribute to the broader e-commerce ecosystem by encouraging trust and improving platform efficiency. Future Research: Comparative studies between Star Seller and non-Star Seller stores across various platforms and investigations into cultural and social influences on perceived value are recommended. Longitudinal research may also reveal the long-term impact of seller status on loyalty and business growth.