Type of the article: Research ArticleAbstractThe rapid transformation of live streaming commerce in Indonesia highlights the need to understand the psychological factors that drive Consumer Engagement (CE) and Loyalty. Therefore, this study aims to examine the dual mediating role of seller trust and platform trust in bridging the influence of customer-perceived value (utilitarian, hedonic, and symbolic) on customer engagement. The method used was a quantitative survey with a purposive sampling technique in Indonesia. The survey was conducted in early 2025, targeting 300 active TikTok Shop users who had made at least one purchase in the past three months. This sample is relevant because Gen Z (59%) and women (75.3%), which are the dominant market segments in the social commerce ecosystem, dominate it. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) as an extension of the Stimulus-Organism-Response (S-O-R) framework. The analysis results confirmed all significant hypotheses (plt;0.01). This structural model explained 42.4% of the variance in Customer Engagement (CE). It was found that all three value dimensions had a positive direct effect, with utilitarian value (β = 0.250), hedonic value (β = 0.179), and symbolic value (β = 0.202). Crucially, seller trust (β = 0.239) and platform trust (β = 0.186) served as significant, complementary partial mediators, strengthening the value-engagement relationship. Furthermore, the strongest path relationship in the overall model was between utilitarian value and Seller Trust (β = 0.388), indicating that the foundation of interpersonal trust in sellers relies heavily on functional signals and transparent information.AcknowledgmentConflict of interest: The authors declare that they have no conflict of interest.
Santoso et al. (Fri,) studied this question.