Utilitarian VS Hedonic Value: Which is More Influential for Indonesian Consumers in Increasing Purchase Intention in E-Commerce?

Utilitarian VS Hedonic Value: Which is More Influential for Indonesian Consumers in Increasing Purchase Intention in E-Commerce?

Background: Companies should leverage the rapid growth of online shopping in Indonesia to enhance customer experiences and boost sales. Live streaming plays a crucial role in influencing customer behavior, making it a valuable strategy for increasing purchasing interest. Purpose: This study exam...

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Bibliographic Details
Main Authors: Nisrina Sherin Caesalpinia, Bethani Suryawardani
Format: Article
Language:English
Published: Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University 2025-07-01
Series:Journal of Consumer Sciences
Subjects:
e-commerce
hedonic value
live streaming
purchase intention
perceived value
trust in seller
Online Access:https://journal.ipb.ac.id/index.php/jcs/article/view/63261
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