This study examines how the features of e-commerce live streaming—Authenticity, Interactivity, and Entertainment—affect Purchase Intention, with the effects mediated by Flow Experience and Utilitarian Value, in the context of the Scientific brand on the Shopee platform. Employing a quantitative methodology grounded in the Stimulus-Organism-Response (S-O-R) framework, the research surveyed 320 Shopee Live users in the Jabodetabek area, selected using judgment sampling. The data were processed with Covariance-Based Structural Equation Modeling (CB-SEM) using the AMOS application. The findings show that the three stimulus variables (Authenticity, Interactivity, Entertainment) have a positive and statistically significant impact on both Flow Experience and Utilitarian Value. Moreover, Flow Experience and Utilitarian Value each exert a positive and statistically significant influence on Purchase Intention. Overall, the results suggest that combining emotional (Flow Experience) and rational (Utilitarian Value) elements in live streaming is essential for shaping consumers’ purchase intentions. Theoretically, this research broadens the S-O-R model to the realm of live-streaming e-commerce by incorporating utilitarian and experiential considerations. Practically, the results offer guidance for brands and e-commerce practitioners on creating more effective, engaging, and authentic live-streaming strategies to strengthen consumers’ purchase intentions on digital platforms.

Keywords

Technological Immersion; Real-Time Interaction; Platform Functionality Experience; Utilitarian Value; Purchase Intention.