The Impact of Perceived Value on Engagement, Purchase Intention, and Continuance Usage Intention: A PLS-SEM Study on Social Commerce Live Streaming Context

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Customer engagement positively affects purchase intentions and continuance usage intentions, driving user interaction.
The PLS-SEM analysis revealed that hedonic, symbolic, and interactivity values of live streaming influence engagement.
Survey data from TikTok Shop users in Indonesia provided insights into the dynamics of social commerce engagement.
Emotional and interactive aspects of live streaming play a critical role in enhancing user behaviors and brand strategies.

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Quantitative analysis shows engagement influences purchase intentions in social commerce, highlighting the role of live streaming.

Ramadhoni et al. (2025) studied this question.

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