How Fashion Live Streaming Features Affect Purchase Intention by Mediating Perceived Value and Perceived Trust

During the COVID-19 consumer's habits has changed, and one of them was the concept of live shopping, where we watched the live stream while being able to shop simultaneously. The primary purpose of this study is to determine whether live streaming functionality consisting of visibility, authenticity, and interactivity can affect consumers' purchase intent, especially in fashion products, by mediating consumer's utility value, hedonic value, and trust in Indonesia. The platform used as a reference for live shopping is TT, with the TT Live feature that provides TT Shop during live streaming. This study obtained 450 respondents who analyzed the data using SmartPLS (SEM-PLS). The study's results indicated that the live-streaming feature on fashion products had positive effect on consumer's utility value, but interactivity and authenticity did not significantly impact perceived trust. Thus, perceived trust does not mediate purchase intent. Finally, this research was conducted to provide benefits to live- streaming hosts to determine what factors can increase sales levels during live-streaming.