Arisman; Salehudin, Imam - In: ASEAN marketing journal : Association of Southeast … 14 (2022) 2, pp. 142-165
values (utilitarian, hedonic, and symbolic) influence customer trust, engagement, and purchase intention for live stream … that only symbolic value affects purchase intention, both directly and indirectly, whereas hedonic value affects purchase … value to increase customer purchase intention. Research limitation/Implications: The study's respondents may only represent …