Parasocial Interaction and Perceived Value as Determinants of Intention to Buy Made-in-Thailand Products through Live- Streaming Personal Shoppers

This research investigates the rising trend of live shopping and jasa titipan (jastip) in Southeast Asian digital commerce, focusing on the growing popularity of Made in Thailand products among Indonesian consumers. Livestream commerce has changed consumer behaviour by offering immediacy, interactivity, and immersive digital experiences that lessen psychological distance between sellers and buyers. In Indonesia, live personal shopper sessions have become a key method for cross-border purchases of Thai cosmetics, fashion items, herbal supplements, and packaged foods, which are widely viewed as authentic and high-quality. Despite the market's rapid growth, previous research has mostly examined individual aspects like interactivity, trust, or entertainment, with limited attention to understanding the combined psychological factors influencing purchase intentions in livestream shopping. This study develops and tests a structural equation model (SEM) that includes social presence, parasocial interaction, perceived trust, perceived value, and perceived enjoyment to explain Indonesian consumers’ willingness to buy Thai products via live personal shoppers. The model captures both utilitarian and hedonic evaluation aspects, showing how relational bonding, immediacy, credibility cues, and experiential enjoyment collectively reduce uncertainty in cross-border transactions. This work contributes to theory by providing a comprehensive framework for understanding purchase intention formation in livestream commerce. Practically, the findings suggest strategic approaches for personal shoppers and digital platforms to enhance credibility and build consumer trust. Additionally, the study supports SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure), and SDG 12 (Responsible Consumption and Production) through sustainable digital trade and inclusive economic participation.