Factors influencing TikTok consumers’ purchase intentions in live-streaming e-commerce
Published: July 29, 2026
Abstract
This study investigates the factors influencing transaction decisions between TikTok e-commerce users and platform providers, with a focus on purchasing behavior in TikTok live-streaming commerce. The findings indicate that perceived sincerity, trust, perceived usefulness, perceived ease of use, and subjective norms all exert significant positive effects on consumers’ purchase intention. In addition, both attitude and perceived behavioral control are shown to positively influence purchase intention. The study contributes to the growing body of theoretical models in live-streaming e-commerce and offers practical insights for platform providers and live-stream broadcasters in developing more effective engagement and marketing strategies.
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