Digital Marketing Activities and Purchase Intention in Livestream Commerce: The Mediating Roles of Trust, Engagement, and Perceived Value
DOI:
https://doi.org/10.62794/ijober.v4i3.495Keywords:
Customer Livestream Engagement, Digital Marketing Activities, Perceived Value, Repurchase Intention, TrustAbstract
This study examines how digital marketing activities (DMA) are associated with purchase intention through parallel and sequential consumer-response mechanisms involving trust, perceived value (PV), and customer livestream engagement (CLSE) in livestream commerce. A quantitative cross-sectional survey was conducted with 254 owner-managers of MSMEs in Central Java that had operated for at least one year and used livestreaming to market or sell products. Because the respondents were owner-managers, the consumer-response constructs are interpreted as owner-reported assessments of customer reactions to livestream marketing. The model was analyzed using covariance-based structural equation modeling in IBM SPSS AMOS, with confirmatory factor analysis, goodness-of-fit assessment, structural paths, and 2,000-sample bias-corrected bootstrap tests of indirect effects. DMA was positively associated with trust, CLSE, and PV. Trust, CLSE, and PV were positively associated with purchase intention, whereas PV was not significantly associated with CLSE. After estimating the direct DMA → purchase intention path, the mediation analysis indicated whether these indirect mechanisms represented full or partial mediation; the separate trust and CLSE indirect paths and the PV → CLSE sequential path were not. The original fitted output did not report the direct DMA → purchase intention path; this path must therefore be re-estimated before definitive mediation classification. Originality/Value – The contribution lies in comparing multiple and sequential response mechanisms within an established S-O-R framework, while the Central Java MSME livestream setting provides contextual rather than theory-creating novelty.
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