The influence of symbolic and hedonic value on customer engagement with trust as an intervening variable for Gen Z consumers of Eiger products via Shopee live-streaming in Malang City

Ilma, Maya Aulia and Vania, Amelindha ORCID: https://orcid.org/0000-0001-5742-4304 (2024) The influence of symbolic and hedonic value on customer engagement with trust as an intervening variable for Gen Z consumers of Eiger products via Shopee live-streaming in Malang City. Asian Journal of Management, Entrepreneurship and Social Science (AJMESS), 4 (03). pp. 1083-1100. ISSN 2808-7399

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Abstract

The purpose of this study is to examine the impact of symbolic and hedonic value on customer engagement through trust in Gen Z consumers of Eiger products via Shopee live streaming. Eiger product sales have increased by 16 times thanks to Shopee live streaming, which allows buyers to see the seller in real-time and interact with them. This study's method is descriptive quantitative, with data analyzed using PLS-SEM and SmartPLS 3.0. The study's findings indicate that trust can fully mediate between symbolicvalue and customer engagement, while trust can only partially mediate between hedonic value and customer engagement among Gen Z consumers purchasing Eiger products through Shopee live streaming.

Item Type:	Journal Article
Keywords:	live streaming; symbolic value; hedonic value; customer engagement; trust
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1599 Other Commerce, Management, Tourism and Services > 159999 Commerce, Management, Tourism and Services not elsewhere classified 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Amelindha Vania
Date Deposited:	01 Aug 2024 08:49

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