Abstract
The study explores the attractiveness of customers' positive emotions in the relationship between utilitarian value, hedonic value. Especially in this study, examining the relationship between customer trust variable and loyalty variable in the context of livestream via facebook that previous studies have not been verified. The study used structural equation modeling method based on partial least squares analysis technique to process and analyze 300 valid observations and confirm the proposed research hypotheses. The research results show that all variables proposed in the study are supported by the data, specifically the positive emotion variable; utilitarian value variable; hedonic value variable; trust variable; loyalty variable. Finally, the findings of this study emphasize that the variables mentioned in this study have a strong direct and indirect influence to enhance customer loyalty when shopping livestream via facebook. Simultaneously with this research result, the author of the article hopes to provide important and useful information as a reference for operators and researchers about online shopping platforms, especially related to livestream shopping activities via facebook of customers.
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