Short answer

Designers and marketers of online thrift clothing should structure live streams to clearly communicate the utilitarian value of the items, focusing on informative descriptions and practical demonstrations to build trust and encourage purchasing decisions.

Field: Innovation & Markets
Source: ASEAN Marketing Journal (2023)
Method: Quantitative research using Structural Equation Modelling (SEM).
Evidence: Moderate effect

Focusing on the practical benefits and information provided during live streams, rather than purely entertainment, is more effective in building consumer trust and encouraging purchases for online thrift clothing businesses. This innovation & markets research insight is drawn from a 2023 study published in ASEAN Marketing Journal. Using Quantitative research using structural equation modelling (sem)., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers of online thrift clothing should structure live streams to clearly communicate the utilitarian value of the items, focusing on informative descriptions and practical demonstrations to build trust and encourage purchasing decisions.

Study

Innovation & MarketsRecentModerate effect

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

ASEAN Marketing Journal · 2023

Key Findings

01Utilitarian value (practical benefits, information) positively impacts trust in products and sellers.
02Hedonic value (entertainment, enjoyment) positively affects consumer engagement.
03Utilitarian value indirectly influences consumer engagement through trust in products.
04Utilitarian and symbolic values, along with engagement, positively affect purchase intention.
05Hedonic value negatively impacts purchase intention.

Application

Design takeaway

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.

Project actions

01When researching consumer behaviour in e-commerce, consider the specific product category and its unique selling points.
02Investigate how different types of value (utilitarian, hedonic, symbolic) influence consumer decisions in online sales environments.

Method & Evidence

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

MethodQuantitative research using Structural Equation Modelling (SEM).

ProcedureAn 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.

ContextSocial commerce, specifically live streaming sales of thrift clothing in Indonesia.

Variables

IV["Perceived shopping values (utilitarian, hedonic, symbolic)"]

DV["Consumer trust","Consumer engagement","Purchase intention"]

CV["Live streaming sessions","Social commerce context","Thrift clothes sellers"]

Strengths & Limitations

Strengths

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

Limitations

The study's focus on Indonesian social commerce may limit its direct applicability to Western markets or different e-commerce platforms. The subjective nature of 'value' can also be a limitation.

Reliability & validity

The study's reliability and validity would depend on the rigorous application of SEM and the quality of the survey instrument used to measure the constructs. Further validation could involve replication with different sample groups or cultural contexts.

Think critically

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?

Design Principles

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

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.

What This Means for Your Design

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.

How to use in your project

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

Add to My Project

Quick Cite

Paragraph starter

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.

Source

ASEAN Marketing Journal

The Role of Live Streaming in Building Consumer Trust, Engagement, and Purchase Intention in Indonesian Social Commerce Thrift Clothes Sellers

journal · 2023

View source

Questions About This Research

What does the research say about utilitarian value in live streams drives trust and purchase intent for thrift clothes sellers?: Designers and marketers of online thrift clothing should structure live streams to clearly communicate the utilitarian value of the items, focusing on informative descriptions and practical demonstrations to build trust and encourage purchasing decisions. Evidence: ASEAN Marketing Journal (2023).
Why does "Utilitarian Value in Live Streams Drives Trust and Purchase Intent for Thrift Clothes Sellers" matter for design?: 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.
How can designers apply this research?: Designers and marketers of online thrift clothing should structure live streams to clearly communicate the utilitarian value of the items, focusing on informative descriptions and practical demonstrations to build trust and encourage purchasing decisions.
What were the main 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.
What research method was used?: Quantitative research using Structural Equation Modelling (SEM)..
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2023 journal from ASEAN Marketing Journal.
What should I do differently in my next project?: 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.
What are the 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.