The Influence of Hedonic Value, Symbolic Value, and Utilitarian Value on Customer Engagement with Trust in Sellers as a Mediating Variable in TikTok Shop Live Streaming
DOI:
https://doi.org/10.55927/ijsmr.v4i9.155Keywords:
Hedonic Value, Symbolic Value, Utilitarian Value, Trust in Seller, Customer EngagementAbstract
This study examines the effects of hedonic, symbolic, and utilitarian value on customer engagement in TikTok Shop live streaming, with trust in sellers as a mediating variable. A quantitative causal design was applied to 155 active Universitas Lampung students who had watched and purchased through TikTok Shop live streaming. Data were collected using a five-point Likert questionnaire and analyzed with PLS-SEM using SmartPLS 4, supported by descriptive and normality analyses in SPSS. The results show that hedonic and symbolic value positively and significantly affect customer engagement, while utilitarian value does not. Trust in sellers significantly mediates the effect of symbolic value, but not hedonic or utilitarian value.
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