Conference Universitas Siliwangi
International Seminar and Conference on Management, Research, and Transformation (I-SMART)

The Role of Perceived Hedonic Value in Mediating Product Attributes on Purchase Intention in Live Streaming Commerce

Date Published : 10 September 2026

Contributors

Dimas Satria Gymnastiar

Universitas Siliwangi
Corresponding Author

Keywords

Purchase Intention Perceived Hedonic Value Live Streaming Commerce Product Quality Product Type Product Design Consumer Behavior.

Proceeding

Vol. 1 (2025): International Seminar and Conference on Management, Research, and Transformation (I-SMART 1.0)

Track

General Track

License

Copyright (c) 2026 International Seminar and Conference on Management, Research, and Transformation (I-SMART)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This research is intended to explore the impact of major product features, specifically product type, quality, and design, on consumer purchase intention in the dynamic interactive context of live streaming commerce. This research also investigates the underlying mechanisms through which perceived hedonic value mediates the effects of these product attributes on consumers' intention to purchase in a live stream shopping environment. The study adopted a quantitative approach, and data were collected from consumers who have used live streaming platforms to make purchases using the cross-sectional survey design. The data were analyzed by Structural Equation Modeling (SEM) to test the proposed hypotheses. The results demonstrate that the type of product, quality of product, and visual presentation of product design in a live broadcast significantly positively affect hedonic value. Moreover, the findings further indicate that hedonic value is found to have a substantial and positive effect on viewers' immediate purchase intention. Most importantly, perceived hedonic value is found to play a key mediating role in linking product attributes with purchase intentions indirectly in this instantaneous context.

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How to Cite

The Role of Perceived Hedonic Value in Mediating Product Attributes on Purchase Intention in Live Streaming Commerce (D. Satria, Trans.). (2026). International Seminar and Conference on Management, Research, and Transformation (I-SMART), 1, 584-592. https://conference.unsil.ac.id/ismart/paper/view/128