Beyond Clicks: Enhancing Live Shopping Experiences with Visual Appeal, Social Support, and Purchase Intent Sparks

This research delves into the intricate dynamics of consumer behavior on social commerce platforms, emphasizing the connections between visual appeal, customer involvement, hedonic value, social support, and buy intention. A positive link between visual appeal and hedonic value (t = 3.980, p < 0....

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Bibliographic Details
Published in:	APMBA (Asia Pacific Management and Business Application) Vol. 13; no. 1; pp. 37 - 56
Main Authors:	Batara, Lisa Charisa, Suryandari, Retno Tanding, Suryanadi, Pram, Sugiarto, Catur
Format:	Journal Article
Language:	English
Published:	University of Brawijaya 30-08-2024
Subjects:	customer engagement hedonic value purchase intention social support visual appeal
Online Access:	Get full text
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Summary:	This research delves into the intricate dynamics of consumer behavior on social commerce platforms, emphasizing the connections between visual appeal, customer involvement, hedonic value, social support, and buy intention. A positive link between visual appeal and hedonic value (t = 3.980, p < 0.001) is revealed by our analysis of 249 respondents' data using SmartPLS 3, highlighting the critical role that visually appealing information plays in piquing consumers' interest and encouraging participation. Furthermore, we emphasize the role that social support plays in determining customer engagement (t = 5.067, p < 0.001) and hedonic value (t = 3.134, p = 0.002), demonstrating the necessity of establishing social ties in online shopping settings. Our study found that hedonic value had a substantial impact on purchase intention (t = 7.672, p < 0.001), indicating that emotional fulfillment is an important factor in consumer decision-making. We also find a strong association between customer engagement and purchase intention (t = 3.372, p = 0.001), indicating that actively engaging customers in brand experiences enhances their likelihood of making a purchase.
ISSN:	2252-8997 2615-2010
DOI:	10.21776/ub.apmba.2024.013.01.3