The Influence of Live Shopping on Purchase Decisions among TikTok Shop Users in Indonesia

Authors

  • Aldina Esty Purwanti Universitas Sains dan Teknologi Komputer, Semarang, Indonesia

DOI:

https://doi.org/10.51903/4bsc5d72

Keywords:

Live Shopping, Purchase Decision, TikTok Shop, Interaction, Digital Marketing

Abstract

The growth of digital commerce has pushed the use of social media via live shopping features, so there is a more direct, kind of immediate interaction between sellers and consumers, and this can strengthen purchase decisions. Here, the study is trying to analyze how live shopping affects purchase decisions among TikTok Shop users in Indonesia. This research uses a quantitative method, and the data were collected using a questionnaire based on a Likert scale and then processed with Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS. The results show that live shopping has a positive and statistically significant impact on purchase decisions (β = 0.683; p < 0.001). In particular, real-time interaction along with information clarity and responsive communication are shown to improve trust and also help speed up consumer decision-making.  Overall, this study contributes by placing live shopping as the key variable within the purchase decision model, and it provides novelty for digital marketing research, while also giving practical input for businesses and platforms that want to optimize interaction-based strategies.

References

Chang et al. (2024). Socio-technical systems and trust transfer in live streaming e-commerce : analyzing stickiness and purchase intentions with SEM-fsQCA.

Dayarana, A., Silalahi, K., Thi, D., Phuong, T., Prasetyo, A., & Javanisa, I. (2025). Synergizing social, technical, and customer value elements : A configuration-based analysis of customer engagement behavior in E-commerce live streaming. Journal of Digital Economy, 4(July), 334–350. https://doi.org/10.1016/j.jdec.2025.07.001

Erwinda & Asriyanti. (2025). The Influence of Marketplace Algorithm Transparency on Consumer Trust and Online Purchasing Decisions in Indonesia. Article history : 4(3), 18–27.

Guenther et al. (2025). PLS-SEM and reflective constructs : A response to recent criticism and a constructive path forward. Industrial Marketing Management, 128(January), 1–9. https://doi.org/10.1016/j.indmarman.2025.05.003

Hair, J., & Alamer, A. (2022). Research Methods in Applied Linguistics Partial Least Squares Structural Equation Modeling ( PLS-SEM ) in second language and education research : Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/j.rmal.2022.100027

Handoyo, S. (2024). Heliyon Purchasing in the digital age : A meta-analytical perspective on trust, risk, security, and e-WOM in e-commerce, 10(August 2023).

Hwang, J., & Youn, S. (2023). From brick ‑ and ‑ mortar to livestream shopping : product information acquisition from the uncertainty reduction perspective. Fashion and Textiles. https://doi.org/10.1186/s40691-022-00327-3

Lestari et al. (2025). The Influence of Digital Literacy and Social Media Utilization on the Marketing Performance of E-Commerce-Based MSMEs in Indonesia. Article history : 4(3), 10–17.

Liu & Zhang. (2024). Impacts of different interactive elements on consumers ’ purchase intention in live streaming e-commerce, 1–20. https://doi.org/10.1371/journal.pone.0315731

Long et al. (2024). Social media influencer streamers and live-streaming shopping : examining consumer behavioral intention through the lens of the theory of planned behavior. Future Business Journal, 10(1), 1–17. https://doi.org/10.1186/s43093-024-00370-0

Luo et al. (2023). Live Streaming Commerce : A Review and Research Agenda Live Streaming Commerce : A Review and Research Agenda. Journal of Computer Information Systems, 00(00), 1–24. https://doi.org/10.1080/08874417.2023.2290574

Luo et al. (2024). Boosting customers’ impulsive buying tendency in live -streaming commerce: The role of customer engagement and deal proneness.

Mahendra et al. (2024). Dynamics Of Live-Stream Commerce : Unveiling External And Internal Factors In Impulse Buying, 4(11), 11138–11154.

Memmedovaa & Ertuna. (2024). Development of a fuzzy Likert scale to measure variables in social sciences.

Pradnyamitha & Maradona. (2024). Actual Purchase on TikTok Live Streaming Commerce : An Analysis of Utilitarian Shopping Value and Attitude Toward Electronic Live Streaming, 6(4), 268–284.

Putri et al. (2024). Journal of Applied Business, Taxation and Economics Research (JABTER): The Influence of Social Presence on Purchase Intention in Live Video Commerce ( Empirical Study in Bandung City ), 4(1), 121–130. https://doi.org/10.54408/jabter.v4i1.380

Qu et al. (2023). The role of online interaction in user stickiness of social commerce : The shopping value perspective, 3(May). https://doi.org/10.1016/j.digbus.2023.100061

Roy et al. (2025). Customer engagement with digitalized interactive platforms in retailing. Journal of Business Research, 164(May 2023), 114001. https://doi.org/10.1016/j.jbusres.2023.114001

Shi et al. (2025). Acta Psychologica Leveraging store atmosphere tool in live streaming to foster consumer post-purchase intention : The role of time scarcity, 260(August).

Shih et al. (2024). Computers in Human Behavior Reports Engaging audiences in real-time : The nexus of socio-technical systems and trust transfer in live streaming e-commerce. Computers in Human Behavior Reports, 13(168), 100363. https://doi.org/10.1016/j.chbr.2023.100363

Yang et al. (2024). Acta Psychologica: Exploring the influence of live streaming on consumer purchase intention : A structural equation modeling approach in the Chinese E -commerce sector. Acta Psychologica, 249(August), 104415. https://doi.org/10.1016/j.actpsy.2024.104415

Zhang, E. (2024). ScienceDirect ScienceDirect ScienceDirect Analysis of Factors Influencing Consumers ’ Purchase Intentions Analysis of Factors Influencing Consumers ’ Purchase on Live Streaming Based on the SEM Model Intentions on Live Streaming Based on the SEM Model. Procedia Computer Science, 247, 1240–1248. https://doi.org/10.1016/j.procs.2024.10.149

Zhang et al. (2024). Heliyon. Why are Indonesian consumers buying on live streaming platforms ? Research on consumer perceived value theory. Heliyon, 10(13), e33518. https://doi.org/10.1016/j.heliyon.2024.e33518

Zhang, N. (2023). Product presentation in the live-streaming context : The effect of consumer perceived product value and time pressure on consumer’s purchase intention, (February), 1–12. https://doi.org/10.3389/fpsyg.2023.1124675

Zhao et al. (2024). Exploring How the Application of Live-Streaming in E-Commerce Influences Consumers. IEEE Access, 12(June), 102649–102659. https://doi.org/10.1109/ACCESS.2024.3432869

Downloads

Published

2026-01-22

Issue

Vol. 5 No. 1 (2026): JANUARI| JIMEB : Jurnal Ilmiah Manajemen, Ekonomi, Bisnis

Section

Articles

License

Copyright (c) 2026 Eldina Esty Purwanti

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.