LAUSR

PurposeNowadays, more and more Chinese consumers purchase luxury goods on live streaming platforms. However, the existing literature rarely focuses on this emerging phenomenon. This article attempts to construct a theoretical model based on the perceived value theory to explain this phenomenon.Design/methodology/approachIn total, 354 online questionnaires are collected, and the partial least square structural equation model is used to analyze the model empirically.FindingsThe results show that consumers' perceived luxury values (financial value, functional value, individual value and social value) have a significant and positive effect on customer engagement, which further leads to purchase intention.Originality/valueIn view of fact that there is a big difference between luxury goods and nonluxury goods, yet the existing literature rarely distinguishes between luxury goods and nonluxury goods in the context of live streaming shopping, this article attempts to use perceived value theory to examine consumers' luxury purchase intentions in live streaming shopping and explores whether customer engagement is a mediating mechanism of perceived luxury values that influences purchase intention in live streaming.