Factors Influencing Consumer Purchase Intention on Products Communicated through TikTok Live Streaming among GCBS Students

Pingola Acharya, Sangay Choden, Pema Yangki , Samira Gurung and Sangay Nima

Bhutan Journal of Business and Management, 2025

Abstract: This study investigates the factors influencing consumer purchase intentions during TikTok live streaming among students at Gedu College of Business Studies in Bhutan. As TikTok rapidly gains popularity as a digital marketing platform, understanding the dynamics of live streaming commerce becomes crucial for businesses. Employing a quantitative approach, the research utilizes structured surveys to gather data from 300 respondents, focusing on five key variables: Customer Trust in Seller, Information Quality, Ease of Use, Electronic Word of Mouth (eWOM), and Streamer Attractiveness. The analysis reveals that Customer Trust is the most significant predictor of purchase intention, followed by Information Quality and Streamer Attractiveness. Although Ease of Use and eWOM showed positive correlations with purchase intention, they did not emerge as significant predictors in the regression analysis. The findings underscore the importance of establishing trust, delivering high-quality information, and leveraging streamer attractiveness in enhancing consumer engagement and driving sales. This research provides actionable insights for digital marketers and entrepreneurs in Bhutan, highlighting strategies for optimizing TikTok live streaming practices. By fostering authenticity, ensuring clarity in product information, and enhancing the appeal of streamers, businesses can effectively influence purchasing behavior in this evolving digital landscape. The study lays the groundwork for future research on digital marketing trends in Bhutan, contributing to the broader understanding of consumer behavior in live-streaming environments.

Keywords: TikTok Live Streaming; Consumer Purchase Intention; Customer Trust; Information Quality; Ease of Use; Electronic Word of Mouth (eWOM); Streamer Attractiveness (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eoq:bjbmjr:art63

DOI: 10.17102/bjbm.v8.2

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