The Role of Perceived Value and Risk in Shaping Purchase Intentions in Live-Streaming Commerce: Evidence from Indonesia

This study examines how dual appraisals of value and risk jointly shape purchase intention in live-streaming commerce, refining the Stimulus–Organism–Response (S-O-R) framework for an understudied market context. Drawing on data from Indonesian live-stream shoppers, we demonstrate that stimuli such as streamer credibility, interactivity, and media richness enhance value perceptions and reduce perceived risk, which in turn increases purchase intention. The findings indicated that perceived value is the dominant pathway to intention, while perceived risk shows a small but positive association in this context. The study contributes by advancing S-O-R with dual appraisals and offers design guidance for stream formats. Practically, the findings provide explicit direction for allocating resources towards media richness and structured interactivity, while simultaneously emphasising the importance of safeguards. These design decisions consistently increase consumers’ purchase intentions and perceived value.