Analysis of consumer shopping motivation on TikTok live streaming using the SEM-SmartPLS test approach
Abstract
The development of TikTok live streaming has driven changes in consumer shopping behavior in social media-based e-commerce, particularly through informative, persuasive, and entertaining real-time interactions. This study aims to analyze consumer shopping motivation on TikTok live streaming by examining the influence of seller characteristics, streaming platform, and performance on purchase motivation through customer perceived value. This study uses a quantitative approach with the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method using SmartPLSThe data was collected through questionnaires distributed to respondents who had made or considered making purchases through TikTok Live. The model was evaluated through construct validity and reliability testing, determination coefficients, and an analysis of direct and indirect effects between variables. The results of the study show that all constructs have excellent validity and reliability. Seller characteristics and the streaming platform have a significant effect on performance and customer perceived value. Furthermore, performance was proven to significantly increase customer perceived value. The main results of this study indicate that customer perceived value is the most dominant factor influencing purchase motivation and acts as the main mediating variable between seller characteristics, platform quality, and live streaming performance on purchase motivation. This study concludes that consumer shopping motivation on TikTok live streaming is formed through an integrated mechanism, with consumer value perception as the main determinant in driving purchase decisions.
References
Akhtar, Z., & Falk, T. H. (2017). Audio-visual multimedia quality assessment: A comprehensive survey. IEEE Access, 5, 21090–21117. https://doi.org/10.1109/ACCESS.2017.2750918
Ang, T., Wei, S., & Anaza, N. A. (2018). Livestreaming vs pre-recorded: How social viewing strategies impact consumers’ viewing experiences and behavioral intentions. European Journal of Marketing, 52(9/10), 2075–2104. https://doi.org/10.1108/EJM-09-2017-0576
Ariana, H., Almuhtadi, I., Natania, N. J., Handayani, P. W., Bressan, S., & Larasati, P. D. (2024). Influence of TikTok on body satisfaction among generation Z in Indonesia: Mixed methods approach. JMIR Human Factors, 11, e58371. https://doi.org/10.2196/58371
Blut, M., Chaney, D., Lunardo, R., Mencarelli, R., & Grewal, D. (2024). Customer perceived value: A comprehensive meta-analysis. Journal of Service Research, 27(4), 501–524. https://doi.org/10.1177/10946705231222295
Bürkner, H.-J., & Lange, B. (2017). Sonic capital and independent urban music production: Analysing value creation and ‘trial and error’ in the digital age. City, Culture and Society, 10, 33–40. https://doi.org/10.1016/j.ccs.2017.04.002
Chen, N., & Yang, Y. (2023). The role of influencers in live streaming e-commerce: Influencer trust, attachment, and consumer purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1601–1618. https://doi.org/10.3390/jtaer18030081
Chen, Y.-M., Liu, H.-H., & Chiu, Y.-C. (2017). Customer benefits and value creation in streaming services marketing: A managerial cognitive capability approach. Psychology & Marketing, 34(12), 1101–1108. https://doi.org/10.1002/mar.21050
Chick, C. F. (2019). Cooperative versus competitive influences of emotion and cognition on decision making: A primer for psychiatry research. Psychiatry Research, 273, 493–500. https://doi.org/10.1016/j.psychres.2019.01.048
Cohen, E. L., & Lancaster, A. L. (2014). Individual differences in in-person and social media television coviewing: The role of emotional contagion, need to belong, and coviewing orientation. Cyberpsychology, Behavior, and Social Networking, 17(8), 512–518. https://doi.org/10.1089/cyber.2013.0484
Cook, D. A., & Artino, A. R., Jr. (2016). Motivation to learn: An overview of contemporary theories. Medical Education, 50(10), 997–1014. https://doi.org/10.1111/medu.13074
Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’–credibility and self-presentation of micro-celebrities on social media. Information, Communication & Society, 22(10), 1432–1446. https://doi.org/10.1080/1369118X.2018.1438491
Furner, C. P., & Zinko, R. A. (2017). The influence of information overload on the development of trust and purchase intention based on online product reviews in a mobile vs. web environment: An empirical investigation. Electronic Markets, 27(3), 211–224. https://doi.org/10.1007/s12525-016-0233-2
Gao, J., Siddik, A. B., Khawar Abbas, S., Hamayun, M., Masukujjaman, M., & Alam, S. S. (2023). Impact of e-commerce and digital marketing adoption on the financial and sustainability performance of MSMEs during the COVID-19 pandemic: An empirical study. Sustainability, 15(2), 1594. https://doi.org/10.3390/su15021594
Geng, W., & Bingyu, F. (2024). Consumer perceived risk of green produce under live e-commerce. AgBioForum, 26(1), 70–78.
Ghenie, D.-Ș., Avornicului, M.-C., & Sitar-Taut, D.-A. (2026). Influence of short-form video advertising on purchase intention in social commerce: The power of word-of-mouth and flow experience. Online Information Review, 50(1), 77–96. https://doi.org/10.1108/OIR-06-2025-0454
Han, L., Ma, Y., Addo, P. C., Liao, M., & Fang, J. (2023). The role of platform quality on consumer purchase intention in the context of cross-border e-commerce: The evidence from Africa. Behavioral Sciences, 13(5), 385. https://doi.org/10.3390/bs13050385
Hu, M., & Chaudhry, S. S. (2020). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Research, 30(3), 1019–1041. https://doi.org/10.1108/INTR-03-2019-0082
Jiang, Z., Wang, H., Xue, J., & Zhai, T. (2022). Propelling consumer engagement via entrepreneurs’ live streaming? Frontiers in Psychology, 13, 890707. https://doi.org/10.3389/fpsyg.2022.890707
Joo, E., & Yang, J. (2023). How perceived interactivity affects consumers’ shopping intentions in live stream commerce: Roles of immersion, user gratification and product involvement. Journal of Research in Interactive Marketing, 17(5), 754–772. https://doi.org/10.1108/JRIM-02-2022-0037
Jozkowski, A. C., & Cermak, S. A. (2020). Moderating effect of social interaction on enjoyment and perception of physical activity in young adults with autism spectrum disorders. International Journal of Developmental Disabilities, 66(3), 222–234. https://doi.org/10.1080/20473869.2019.1567091
Kumaran, K., Lunyai, J., & Nordin, N. B. A. (2024). The role of hedonic motivation in social commerce toward consumer purchase intention. International Journal of Business and Society, 25(2), 592–612. https://doi.org/10.33736/ijbs.7619.2024
Lăzăroiu, G., Neguriţă, O., Grecu, I., Grecu, G., & Mitran, P. C. (2020). Consumers’ decision-making process on social commerce platforms: Online trust, perceived risk, and purchase intentions. Frontiers in Psychology, 11, 890. https://doi.org/10.3389/fpsyg.2020.00890
Li, L., Pongsakornrungsilp, S., Pongsakornrungsilp, P., & Jiang, Y. (2024). The influence of social support on customer engagement in live streaming commerce: The mediating role of perceived value. TEM Journal, 13(4), 2850–2862. https://doi.org/10.18421/TEM134-21
Luo, X., Lim, W. M., Cheah, J.-H., Lim, X.-J., & Dwivedi, Y. K. (2025). Live streaming commerce: A review and research agenda. Journal of Computer Information Systems, 65(3), 376–399. https://doi.org/10.1080/08874417.2023.2290574
Maier, C., Thatcher, J. B., Grover, V., & Dwivedi, Y. K. (2023). Cross-sectional research: A critical perspective, use cases, and recommendations for IS research. International Journal of Information Management, 70, 102625. https://doi.org/10.1016/j.ijinfomgt.2023.102625
Margiansyah, D. (2020). Revisiting Indonesia’s economic diplomacy in the age of disruption: Towards digital economy and innovation diplomacy. Journal of ASEAN Studies, 8(1), 15–39. https://doi.org/10.21512/jas.v8i1.6433
Muneesawang, P., Yawised, K., & Apasrawirote, D. (2025). From digital marketing to immersive marketing strategies: Key enablers for effective immersive marketing abstract. International Journal of Quality and Service Sciences. Advance online publication. https://doi.org/10.1108/IJQSS-07-2025-0158
Ng, P. M. L., Cheung, C. T. Y., Lit, K. K., Wan, C., & Choy, E. T. K. (2024). Green consumption and sustainable development: The effects of perceived values and motivation types on green purchase intention. Business Strategy and the Environment, 33(2), 1024–1039. https://doi.org/10.1002/bse.3535
Ni, W., & Coupé, C. (2023). Time-synchronic comments on video streaming website reveal core structures of audience engagement in movie viewing. Frontiers in Psychology, 13, 1040755. https://doi.org/10.3389/fpsyg.2022.1040755
Osman, E., Hardaker, G., & Glenn, L. E. (2022). Implementing structural equation modelling and multiple mediator models for management information systems. The International Journal of Information and Learning Technology, 39(5), 496–510. https://doi.org/10.1108/IJILT-09-2022-0182
Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Lekakos, G. (2017). The interplay of online shopping motivations and experiential factors on personalized e-commerce: A complexity theory approach. Telematics and Informatics, 34(5), 730–742. https://doi.org/10.1016/j.tele.2016.08.021
Razafinandrasana, C., & Tamara, D. (2024). Exploring the factors which impact impulse purchase intention in TikTok live streaming shopping in Indonesia. International Journal of Electronic Commerce Studies, 15(2), 21–62. https://doi.org/10.7903/ijecs.2279
Riaz, M. U., Guang, L. X., Zafar, M., Shahzad, F., Shahbaz, M., & Lateef, M. (2021). Consumers’ purchase intention and decision-making process through social networking sites: A social commerce construct. Behaviour & Information Technology, 40(1), 99–115. https://doi.org/10.1080/0144929X.2020.1846790
Roustaei, N. (2024). Application and interpretation of linear-regression analysis. Medical Hypothesis, Discovery & Innovation in Ophthalmology, 13(3), 151–159. https://doi.org/10.51329/mehdiophthal1506
Selem, K. M., Shoukat, M. H., Shah, S. A., & de Brito Silva, M. J. (2023). The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment. Humanities and Social Sciences Communications, 10, Article 47. https://doi.org/10.1057/s41599-023-01539-8
Shao, Y., & Huang, S. (2025). Live streaming in hospitality and tourism: A hybrid systematic review and way forward. International Journal of Contemporary Hospitality Management, 37(6), 1924–1943. https://doi.org/10.1108/IJCHM-02-2024-0295
Thompson-Whiteside, H., Turnbull, S., & Howe-Walsh, L. (2018). Developing an authentic personal brand using impression management behaviours: Exploring female entrepreneurs’ experiences. Qualitative Market Research: An International Journal, 21(2), 166–181. https://doi.org/10.1108/QMR-01-2017-0007
Wang, L., Wang, Z., Wang, X., & Zhao, Y. (2022). Assessing word-of-mouth reputation of influencers on B2C live streaming platforms: The role of the characteristics of information source. Asia Pacific Journal of Marketing and Logistics, 34(7), 1544–1570. https://doi.org/10.1108/APJML-03-2021-0197
Wang, S., Meng, J., & Li, Y. (2026). From Douyin Shop to TikTok Shop: The platformized supply chain, spatialized business model, and regional partnership in cross-border e-commerce. Policy & Internet, 18(1), e70026. https://doi.org/10.1002/poi3.70026
Wang, Y., Lu, Z., Cao, P., Chu, J., Wang, H., & Wattenhofer, R. (2022). How live streaming changes shopping decisions in e-commerce: A study of live streaming commerce. Computer Supported Cooperative Work (CSCW), 31(4), 701–729. https://doi.org/10.1007/s10606-022-09439-2
Williams, M. D. (2021). Social commerce and the mobile platform: Payment and security perceptions of potential users. Computers in Human Behavior, 115, 105557. https://doi.org/10.1016/j.chb.2018.06.005
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556. https://doi.org/10.1016/j.jbusres.2018.08.032
Wu, Y., & Huang, H. (2023). Influence of perceived value on consumers’ continuous purchase intention in live-streaming e-commerce—Mediated by consumer trust. Sustainability, 15(5), 4432. https://doi.org/10.3390/su15054432
Xiang, L., Zheng, X., Lee, M. K. O., & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction. International Journal of Information Management, 36(3), 333–347. https://doi.org/10.1016/j.ijinfomgt.2015.11.002
Xu, X., Wu, J.-H., & Li, Q. (2020). What drives consumer shopping behavior in live streaming commerce? Journal of Electronic Commerce Research, 21(3), 144–167. https://www.jecr.org/sites/default/files/2020vol21no3_Paper1.pdf
Xue, J., & Liu, M. T. (2023). Investigating the live streaming sales from the perspective of the ecosystem: The structures, processes and value flow. Asia Pacific Journal of Marketing and Logistics, 35(5), 1157–1186. https://doi.org/10.1108/APJML-11-2021-0822
Yang, Q., Huo, J., Li, H., Xi, Y., & Liu, Y. (2023). Can social interaction-oriented content trigger viewers’ purchasing and gift-giving behaviors? Evidence from live-streaming commerce. Internet Research, 33(7), 46–71. https://doi.org/10.1108/INTR-11-2021-0861
Yu, F., & Zheng, R. (2022). The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping. Asia Pacific Journal of Marketing and Logistics, 34(6), 1303–1323. https://doi.org/10.1108/APJML-08-2021-0564
Zeng, W., & Kim, E. (2026). Exploring the effects of streamer credibility, customer-to-customer interactions and IT affordances on customer experience in live-stream commerce: A socio-technical perspective. Asia Pacific Journal of Marketing and Logistics. Advance online publication. https://doi.org/10.1108/APJML-05-2025-1005
Zhang, X., Chen, H., & Liu, Z. (2024). Operation strategy in an e-commerce platform supply chain: Whether and how to introduce live streaming services? International Transactions in Operational Research, 31(2), 1093–1121. https://doi.org/10.1111/itor.13186
Zhong, Q., Zhou, L., Zhang, J., & Ji, T. (2025). The inverted U-shape of consumer reviews and conversion rates: The moderating role of store longevity and transaction volume on service-selling platforms. Journal of Retailing and Consumer Services, 82, 104063. https://doi.org/10.1016/j.jretconser.2024.104063