The Effect of Utilitarian, Hedonic, and Social Values on Behavioral Outcomes through Consumer Trust

Beby Karina Fawzeea Sembiring; Endang Sulistya Rini; Yeni Absah; Yossie Rossanty

doi:10.37641/jimkes.v13i6.4072

Authors

Beby Karina Fawzeea Sembiring Universitas Sumatera Utara, Indonesia
Endang Sulistya Rini Universitas Sumatera Utara, Indonesia
Yeni Absah Universitas Sumatera Utara, Indonesia
Yossie Rossanty Universitas Sumatera Utara, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v13i6.4072

Keywords:

Consumer Engagement, Consumer Trust, Hedonic Value, Live Streaming E-Commerce, Purchase Intention, Social Value, Utilitarian Value

Abstract

Live streaming e-commerce is rapidly transforming digital retail, yet the psychological drivers of consumer behavior in emerging markets like Indonesia. This study investigates consumer behavior in Indonesia’s live streaming e-commerce by examining how utilitarian, hedonic, and social values shape trust toward products and streamers, ultimately driving purchase intention and consumer engagement. Using the theory of consumption values integrated with trust-based models, data from 350 active live commerce consumers were analyzed with PLS-SEM via SmartPLS 4.0. The findings reveal that utilitarian, hedonic, and social values significantly enhance trust, which in turn strongly predicts purchase intention and consumer engagement. The model explains 52.5% of trust, 33.2% of purchase intention, and 21.8% of engagement variance, highlighting trust’s mediating role in linking consumption values to behavioral outcomes. The results emphasize the need for live commerce strategies that combine efficiency, entertainment, and community to cultivate trust, thereby boosting both immediate sales and long-term engagement. The study offers original contributions by being the first comprehensive empirical test in Indonesia applying consumption values and trust frameworks in live commerce.

Downloads

Download data is not yet available.

References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.

Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95.

Ba, S., & Pavlou, P. A. (2002). Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior. MIS Quarterly, 26(3), 243-268.

Babin, B. J., & Darden, W. R. (1995). Consumer self-regulation in a retail environment. Journal of Retailing, 71(1), 47-70.

Berger, C. R., & Calabrese, R. J. (1975). Some explorations in initial interaction and beyond: Toward a developmental theory of interpersonal communication. Human Communication Research, 1(2), 99-112.

Blau, P. M. (1964). Exchange and power in social life. London: John Wiley & Sons.

Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63-74.

Bridges, E., & Florsheim, R. (2008). Hedonic and utilitarian shopping goals: The online experience. Journal of Business Research, 61(4), 309-314.

Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2023). Utilitarian and hedonic motivations for live streaming shopping. Computers in Human Behavior, 138(1), 107-116.

Chen, A., Lu, Y., & Wang, B. (2023). Customers’ purchase decision-making process in social commerce: A social learning perspective. International Journal of Information Management, 37(6), 627-638.

Chen, C. C., & Chang, Y. C. (2003). What drives purchase intention on Airbnb? Perspectives of consumer motivation and trust. International Journal of Information Management, 43(1), 88-104.

Chen, J., Xu, H., & Whinston, A. B. (2020). Moderated online communities and quality of user-generated content. Journal of Management Information Systems, 28(2), 237-268.

Chen, Y., & Lin, Z. (2018). Business intelligence capabilities and firm performance: A study in China. International Journal of Information Management, 57(1), 41-52.

Chen, Y., Lu, Y., Wang, B., & Pan, Z. (2022). How do product recommendations affect impulse buying? An empirical study on WeChat social commerce. Information & Management, 56(2), 236-248.

Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535.

Cialdini, R. B. (2009). Influence: Science and practice (5th ed.). London: Pearson Education.

Cialdini, R. B., & Goldstein, N. J. (2004). Social influence: Compliance and conformity. Annual Review of Psychology, 55(1), 591-621.

Daft, R. L., & Lengel, R. H. (1986). Organizational information requirements, media richness and structural design. Management Science, 32(5), 554-571.

Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product & Brand Management, 24(1), 28-42.

Djohan, D., Budiman, I., Nasib, Razaq, M. R., & Fathoni, M. (2025). Fintech, digital branding, and customer engagement to enhance Gayo Arabica Coffee SMEs’ performance. Jurnal Ilmiah Manajemen Kesatuan, 13(5), 3449–3460.

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319.

Febriyanti, W. F., & Irmawati, I. (2024). The effect of utility value, hedonic value and social value on sustainable purchase intentions. Jurnal Ilmiah Manajemen Kesatuan, 12(1), 175–190.

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Boston, MA: Addison-Wesley.

Forgas, J. P. (1995). Mood and judgment: The affect infusion model (AIM). Psychological Bulletin, 117(1), 39-66.

Fredrickson, B. L. (2001). The role of positive emotions in positive psychology: The broaden-and-build theory of positive emotions. American Psychologist, 56(3), 218-226.

Gefen, D., & Straub, D. (2004). Consumer trust in B2C e-commerce and the importance of social presence: Experiments in e-products and e-services. Omega, 32(6), 407-424.

Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(2), 2-24.

Hatfield, E., Cacioppo, J. T., & Rapson, R. L. (1994). Emotional contagion. Cambridge: Cambridge University Press.

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165.

Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2019). S-D logic–informed customer engagement: Integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, 47(1), 161-185.

Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500-507.

Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.

Kim, S., & Park, H. (2023). Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance. International Journal of Information Management, 33(2), 318-332.

Kim, Y., & Peterson, R. A. (2017). A meta-analysis of online trust relationships in e-commerce. Journal of Interactive Marketing, 38(1), 44-54.

Li, Y., Li, X., & Cai, J. (2022). How attachment affects user stickiness on live streaming platforms: A social presence perspective. Internet Research, 31(1), 46-74.

Lu, Z., Xia, H., Heo, S., & Wigdor, D. (2021). You watch, you give, and you engage: A study of live streaming practices in China. In Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems, 1-13.

Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709-734.

McAllister, D. J. (1995). Affect-and cognition-based trust as foundations for interpersonal cooperation in organizations. Academy of Management Journal, 38(1), 24-59.

McKinsey Global Institute. (2023). The future of Asia: Decoding the value and performance of corporate Asia. New York: McKinsey & Company.

McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: A trust building model. Journal of Strategic Information Systems, 11(3), 297-323.

Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(11), 1160-1166.

Park, H. J., & Kim, S. (2022). Do social media and mobile technologies influence shopping behaviors? Social presence as a mediator. International Journal of Electronic Commerce, 26(2), 214-245.

Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-134.

Sari, R. K., Utama, S. P., Mondiana, Y. Q., & Suprayitno, D. (2022). Pengaruh e-lifestyle dan e-hedonisme terhadap intens to buy pada generasi milenial. Jurnal Ilmiah Manajemen Kesatuan, 10(3), 569–576.

Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.

Short, J., Williams, E., & Christie, B. (1976). The social psychology of telecommunications. London: John Wiley & Sons.

Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37.

Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.

Tajfel, H., & Turner, J. C. (1979). An integrative theory of intergroup conflict. The Social Psychology of Intergroup Relations, 33(47), 74-88.

Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91.

Vukadin, A., Wongkitrungrueng, A., & Assarut, N. (2018). When art meets mall: Impact on shopper responses. Journal of Product & Brand Management, 27(3), 277-293.

Wang, X., Yu, C., & Wei, Y. (2023). Understanding user engagement in live streaming: The role of social presence and parasocial relationships. Computers in Human Behavior, 139(1), 107543.

Wang, Y., & Yu, C. (2023). Social commerce: The role of social capital, perceived risk and trust. International Journal of Information Management, 65(2), 102018.

Xu, X., Wu, J. H., & Li, Q. (2020). What drives consumer shopping behavior in live streaming commerce? Journal of Electronic Commerce Research, 21(3), 144-167.

Zhang, M., Qin, F., Wang, G. A., & Luo, C. (2023). The impact of live video streaming on online purchase intention. The Service Industries Journal, 40(9), 656-681.