Replication Data for How Perceived Value and Customer Engagament Drive Purchase Intention in Livestream Shopping

The pandemic COVID-19 makes Indonesians accustomed to doing various activities from home including shopping. Livestreaming shopping can attract higher purchase intentions than the usual way of selling. The current research aims to determine the influence of consumer perceived value on the purchase intention of Live services with the mediation of customer engagement. The population consisted of Indonesians who watched live streams on Live Shopping feature and interacted with streamers on live streaming. Using the targeted sampling method and calculation of percentage estimates, the minimum number of respondents for this study was 385. The research uses SEM-PLS to analyze data collected. The results of the study indicate that not all perceived value variables are significant to purchase intention. In addition, the mediating impact of customer engagement only mediates through perceived individual and social value. This research provides insight for online shop that use live streaming to attract buyers, especially local consumers in Indonesia.