Streamer Interaction, Perceived Live Streaming Value, and Generation Z's Purchase Intent on TikTok Shop: Does Trust Mediate?
DOI:
https://doi.org/10.31000/4asnw537Keywords:
Purchase Intent, Streamer Interaction, Social CommerceAbstract
Live streaming shopping has become a leading social commerce format in Indonesia, but high audience engagement on TikTok Shop does not automatically lead to purchases, and previous research findings on how live streaming stimulus shapes purchase intent are still inconsistent. This study examines the influence of streamer interaction and perceived live streaming value on Generation Z consumers' purchase intent on TikTok Shop and tests whether trust mediates these influences. Based on the Stimulus-Organism-Response (S-O-R) framework, this study uses a quantitative approach with an explanatory design. Data were collected through an online questionnaire from 80 Generation Z consumers who had shopped through the TikTok Shop live feature, selected by purposive sampling, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with 5,000 bootstrap subsamples. The results show that streamer interaction and perceived live streaming value have a significant effect on trust, and the value of live streaming is the only construct that directly affects purchase intent. Trust has no significant effect on purchase intent, so it does not mediate the influence of the two stimuli. These findings show that for Generation Z, the trust formed during live broadcasts is a necessary but not sufficient requirement; it is the value provided by broadcasting that converts viewers into buyers. This research contributes by separating the role of trust formation and the role of value givers from the live streaming stimulus and providing practical guidance for sellers and streamers on TikTok Shop
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