“Mine!”: The mediating effect of trust to the role of perceived value in live selling on influencing customer purchase intention

Clicks: 7
ID: 285668
2022
Free PDF
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This article has not been analysed, so there is no overall score — reader engagement is measured and shown alongside.
AI Quality Assessment
Not analyzed
Readership in this journal
Steady

Ranked #43 of 3,757 articles by views in Malay Journal

Most read Least read

Bar heights use a square-root scale. Only the 120 most-read articles are drawn; the journal has 3,757 in total.

Mint this article as an NFT
Not yet minted

Create a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.

5 SUSD one-off · no wallet required
Sign in to mint
Abstract
Following the closure of malls and physical businesses, the pandemic drove Filipino consumers to switch to e-commerce, resulting in the emergence of live stream commerce. Since this form of commerce remains relatively new to the country, the researchers delved more into the phenomena of live stream selling to know what is the future of e-commerce here in the Philippines. As such, the study aims to determine the mediating effect of trust to the role of perceived value in live selling, particularly Utilitarian Value, Hedonic Value, and Symbolic Value on influencing customer purchase intention, and more importantly, to investigate the role of trust in products and sellers as mediating variables between perceived value and customer purchase intention in live selling. A total of 390 responses were collected, all of which were classified as users who engage and participate in live selling. The research was then carried out using SPSS (Hayes PROCESS Macro 4.0) for testing the effects and relationship of each variable with each other, together with confirmatory interviews being held afterward to cap off the research process. Thus, the analysis revealed all that dimensions of perceived value were able to produce an effect to trust and purchase intention, and more importantly, present that both Trust in Products and Trust in Sellers are able to partially mediate all the relationships between Utilitarian Value, Hedonic Value, and Symbolic Value with Purchase Intention. As such, given the results of the study, recommendations are then given for the benefit of local live sellers, business owners, and e-commerce platforms as well.
Reference Key
persistent_1760656289_68f17ba1b74d2 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Sojua, Christopher Robin S.
Journal Malay Journal
Year 2022
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdb_dsi/109
Keywords Keywords not found

Citations

No citations found. To add a citation, contact the admin at info@scimatic.org

Comments

No comments yet. Be the first to comment on this article.