Grandys Frieska Prassida, Kanaya Dwi Tanantha, Marshanda Azahra Yasir
This study investigates how multidimensional perceived value in TikTok Shop live streaming—utilitarian, hedonic, symbolic, and interactivity—shapes customer trust and engagement, and how these, in turn, drive purchase intention. Grounded in the Cognition–Affect–Behavior (CAB) framework, the model conceptualizes value dimensions as cognitive appraisals that differentially channel into affective and relational responses (trust, engagement), which subsequently influence behavioral intentions. Survey data from TikTok Shop users were analyzed using partial least squares structural equation modeling (PLS-SEM). The model explains substantial variance in trust, engagement, and purchase intention. Utilitarian and interactivity value primarily foster trust; hedonic and symbolic value primarily fuel engagement; hedonic value bridges both; and trust and engagement jointly exert strong effects on purchase intention. The main theoretical contribution lies in integrating four value dimensions, trust, and engagement into a unified, CAB-based value–trust–engagement–purchase sequence tailored to live-stream social commerce, clarifying distinct “division-of-labor” roles among value types. In practice, the findings show that TikTok Shop sellers can most effectively strengthen purchase intentions by orchestrating trust-building elements (informational clarity, secure, responsive interactions) with engagement-focused tactics (entertaining, identity-expressive content) in live streams.