Emotions and Values in Live Shopping: Uncovering the Role of PAD Model and Flow Experience

Marketing via social media has fast communication and diverse consumers. The research applies the Pleasure-Arousal Dominance (PAD) Model to show the influence of pleasure to explain the influence of stimulation on a person's behavioral intentions. Research aimed at determining the influence of digital marketing using social media has been widely carried out, but few have researched the emotional factors and values ​​that influence purchase intentions using live broadcasts such as TikTok Shop and Shopee. This research uses quantitative research and is analyzed using SmartPLS 3. The findings of the study indicate that while hedonic value has no bearing on purchase intention, utilitarian value does. Emotional pleasure has a role in mediating the relationship between hedonic value and utilitarian value on purchase intention. Flow experience is also proven to be a moderating variable in increasing the impact of utilitarian and hedonistic values on buying intention. Nevertheless, the link between hedonic and utilitarian values on purchase intention is not moderated by flow experience.