Exploring the Influence of Digital Engagement Factors on Trust and Online Shopping Behavior in Beauty Live Commerce

This study investigates the influence of digital engagement factors, which include interactivity, authenticity, online reviews, and celebrity endorsements, on online shopping behavior among Generation Z consumers in beauty live commerce. It also examines the mediating role of trust between interactivity and authenticity toward online shopping behavior. A quantitative research approach was applied, with 307 survey responses collected through an online questionnaire from Indonesian Gen Z individuals who had participated in beauty live commerce sessions. Data analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 4.0. The findings show that all proposed variables significantly influence trust and online shopping behavior. The study provides valuable insights for both academics and practitioners seeking to design effective live commerce strategies that resonate with Indonesia’s digitally savvy Gen Z audience.