The Influence of Live Streaming and Interactive Video on Consumer Purchasing Decisions in TikTok Shop

Wahyuni Wahyuni ()
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Wahyuni Wahyuni: Hasanuddin University

A chapter in Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), 2026, pp 1371-1383 from Springer

Abstract: Abstract The rapid evolution of digital technology and social media has transformed consumer purchasing behavior. TikTok Shop, as a leading social commerce platform, integrates entertainment and shopping through live streaming and interactive video content. These features enable real-time interaction between sellers and consumers, fostering engagement and influencing purchase decisions. This study applied a quantitative approach using an online survey distributed to 97 TikTok users who had purchased through live streaming or interactive videos. The data were examined using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to test the hypotheses and assess the relationships among live streaming, interactive video content, and purchasing decisions. The results indicate that both live streaming and interactive video content have a significant and positive influence on consumer purchasing decisions. Live streaming enhances trust and engagement through real-time communication, while interactive videos provide compelling visual content that strengthens confidence in purchase decisions. Moreover, interactive videos showed a stronger effect than live streaming due to their flexibility and broader reach. This study contributes to digital marketing and social commerce literature by offering empirical evidence on how live streaming and interactive videos influence consumer behavior on TikTok Shop. Practically, the findings provide valuable insights for businesses to optimize promotional strategies and enhance consumer engagement in competitive digital marketplace.

Keywords: Live Streaming; Interactive Video; Cumsumer Purchasing Decisions; TikTok Shop; Digital Marketing (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-709-5_95

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