Abstract
Social commerce live-streaming (SCLS) platforms are revolutionising the future of e-commerce in the current dynamic, competitive marketplace, emphasising technological innovation as the key to unlocking a socially responsible business model. This research study clearly identifies the complex relationship between consumer value (hedonic, utilitarian, and symbolic) and trust (sellers and products) to predict patronage intention in CRM-linked (cause-related marketing) SCLS platforms. An extensive sample of data was collected from 1974 respondents using a hybrid SEM-ANN-IPMA (Structural Equation Modelling- Artificial Neural Network-Importance Performance Matrix Analysis) approach. This study identified the major predictors of CRM patronage intention: Trust in seller, symbolic value, and trust in the product, utilitarian value, and hedonic value. Based on consumer value theory, this study proposes a conceptual framework by rank-ordering the major predictors to strengthen patronage intention towards SCLS platforms. This study provides valuable insights for SCLS platform developers and other stakeholders, including decision-makers at charities and non-profit organisations, in devising effective marketing strategies to stimulate purchase-triggered CRM donations on SCLS platforms.