Utilitarian Value in Live Streams Drives Trust and Purchase Intent for Thrift Clothes Sellers

Why It Matters

In the burgeoning social commerce landscape, particularly for resale markets like thrift clothing, understanding what drives consumer behaviour is crucial. This research highlights that for these specific product types, a functional approach to live streaming content can yield better business outcomes than a purely aesthetic or entertainment-focused one.

Key Finding

For online thrift clothing sales via live stream, emphasizing practical information and product benefits builds trust and drives purchases, while entertainment value primarily boosts engagement but can deter purchases.

Key Findings

• Utilitarian value (practical benefits, information) positively impacts trust in products and sellers.
• Hedonic value (entertainment, enjoyment) positively affects consumer engagement.
• Utilitarian value indirectly influences consumer engagement through trust in products.
• Utilitarian and symbolic values, along with engagement, positively affect purchase intention.
• Hedonic value negatively impacts purchase intention.

Research Evidence

Aim: To investigate how perceived shopping values during live streaming influence consumer trust, engagement, and purchase intention for Indonesian social commerce thrift clothing sellers.

Method: Quantitative research using Structural Equation Modelling (SEM).

Procedure: An online survey was administered to consumers who had previously watched live streaming sessions from Instagram thrift clothing shops. The collected data was then analysed using SEM to determine the relationships between perceived values, trust, engagement, and purchase intention.

Context: Social commerce, specifically live streaming sales of thrift clothing in Indonesia.

Design Principle

Prioritize functional value communication in live commerce for product categories where practical information is paramount to consumer trust and purchase decisions.

How to Apply

When developing live stream content for e-commerce, especially for pre-owned or unique items, focus on demonstrating the product's utility, condition, and value proposition. Provide clear details about measurements, materials, and any imperfections.

Limitations

The study's findings may be specific to the Indonesian market and the Instagram platform. Variations in live streaming styles and specific thrift clothing brands could also influence results. Demographic factors and sample size were noted as areas for further investigation.

Student Guide (IB Design Technology)

Simple Explanation: For selling used clothes online using live video, it's better to show people the practical stuff about the clothes (like how good they are, their size, and condition) rather than just making it fun and entertaining, because that's what makes people trust you and want to buy.

Why This Matters: This research is relevant for design projects focused on e-commerce platforms and marketing strategies, especially for businesses selling unique or pre-owned goods where trust and clear product information are critical.

Critical Thinking: To what extent do cultural differences in consumer behaviour influence the effectiveness of utilitarian versus hedonic value in live commerce, and how might this impact global e-commerce strategies?

IA-Ready Paragraph: Research by Yasser and Gayatri (2023) indicates that for social commerce platforms selling thrift clothing, emphasizing utilitarian value in live streams significantly enhances consumer trust and purchase intention. This suggests that clear, practical information about product condition, fit, and material is more persuasive than purely entertainment-focused content, a critical consideration for designing effective online sales strategies.

Project Tips

• When researching consumer behaviour in e-commerce, consider the specific product category and its unique selling points.
• Investigate how different types of value (utilitarian, hedonic, symbolic) influence consumer decisions in online sales environments.

How to Use in IA

• Reference this study when discussing the importance of content strategy in live commerce, particularly for niche markets like thrift fashion.
• Use the findings to justify design choices related to product presentation and information delivery in online sales environments.

Examiner Tips

• Demonstrate an understanding of how different value propositions (functional vs. emotional) impact consumer behaviour in specific market contexts.
• Critically evaluate the transferability of findings from one market or product category to another.

Independent Variable: ["Perceived shopping values (utilitarian, hedonic, symbolic)"]

Dependent Variable: ["Consumer trust","Consumer engagement","Purchase intention"]

Controlled Variables: ["Live streaming sessions","Social commerce context","Thrift clothes sellers"]

Strengths

• Utilizes a robust analytical method (SEM) to examine complex relationships.
• Applies the Stimulus–Organism–Response framework to a contemporary e-commerce phenomenon.

Critical Questions

• How might the perceived authenticity of thrift clothing sellers influence the impact of utilitarian versus hedonic values?
• What are the long-term effects of prioritizing utilitarian value on brand loyalty in the social commerce thrift market?

Extended Essay Application

• An Extended Essay could explore how different digital platforms (e.g., TikTok Shop, Poshmark) mediate the impact of utilitarian versus hedonic value in live selling for various product categories.
• Investigate the ethical implications of promoting thrift clothing through live streaming, considering sustainability and consumerism.

Source

The Role of Live Streaming in Building Consumer Trust, Engagement, and Purchase Intention in Indonesian Social Commerce Thrift Clothes Sellers · ASEAN Marketing Journal · 2023 · 10.21002/amj.v15i2.1224