Keywords
Competitive intelligence
Quality assurance
Perceived value
Consumer engagement
Traditional handicrafts
How to Cite
Abstract
Purpose: Live e-commerce has developed as a powerful digital selling channel that combines online shopping convenience with real-time interaction between sellers and consumers. This model has created new opportunities for promoting traditional handicraft products by enabling artisans and sellers to demonstrate craftsmanship, authenticity, and cultural value (CV) through live-streaming platforms. However, increasing competition and similarity of promotional strategies make it difficult to maintain consumer engagement (CE). Therefore, this research investigates the impact of competitive intelligence (CI), quality assurance (QA), and perceived value (PV) on CE in traditional handicraft markets.
Methodology/approach: A total of 275 consumers who had purchased handicraft items via live e-commerce platforms participated by completing a structured questionnaire. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. CI enables analysis of competitor strategies and customer responses, QA focuses on product authenticity and reliability to build consumer trust (TR), and PV reflects evaluation of product benefits including usefulness, cultural significance, and uniqueness.
Originality/Relevance: The study provides insights into how CI, QA, and PV influence consumer engagement in live-streaming handicraft markets, addressing challenges of competition and promotional similarity.
Key findings: The results indicate that CI, TR (β = 0.32) and QA significantly enhances PV, which in turn positively influences CE and purchasing intention in live-streaming handicraft markets.
Theoretical/methodological contributions: The research applies PLS-SEM to examine relationships among CI, QA, PV, TR, and CE, offering a structured analytical approach to understanding consumer behavior in live e-commerce environments.
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