Live Streaming in Fashion E-commerce: How Interactivity, Authenticity, and Entertainment Shape Consumer Trust and Purchase Intention

Live shopping has become a pivotal e-commerce strategy, offering interactive and engaging experiences that connect with consumers in real-time. This study aims to analyze the impact of live-streaming e-commerce on the purchasing behaviour of Generation Z in Indonesia, with a focus on the fashion sector. It aims to assess how interactivity, authenticity, and entertainment during live shopping sessions influence consumer trust and purchasing intentions. A study involving 211 Gen Z participants analyzed the effects of interactivity, authenticity, and entertainment on purchase intentions using structural equation modeling via SmartPLS 3.8. Findings reveal that interactivity has a positive influence on flow experience, trust, and purchase intention, while entertainment significantly enhances all three variables. The flow experience significantly drives purchase intention, highlighting its importance in achieving live-streaming success. However, authenticity does not impact the flow experience, and trust shows only a weak or negligible link to purchase intention. These results underscore the significance of interactive and engaging features in promoting consumer engagement and driving sales, particularly among Gen Z. Live shopping through streaming has demonstrated strong potential to increase sales in the fashion sector, utilizing dynamic and immersive e-commerce techniques to connect with modern consumers effectively. © 2025 IEEE.