The Impact of Characteristics of Live Shopping Platform on Viewer Satisfaction and Purchase Intention : Focusing on Tiktok

The creative platform of TikTok Live Shopping has attracted a large number of influencers to the network's platform due to its easy-to-enter form, and the network has capitalized on their traffic to achieve remarkable growth.Since then, TikTok LiveShopping has developed into a new type of revenue platform, with a unique intellectual property (IP) economic structure and product sales linked to live broadcasts led by influencers.As the largest short-form video platform, TikTok has produced a number of popular IPs within the platform.It promotes a new business model of live shopping and changes people's perception of traditional business models.This study aims to explore the impact of TikTok live broadcasts on viewer satisfaction and purchase intention.For this study, a survey was conducted among viewers who participated in TikTok live shopping activities.Smart PLS 4.0, a statistical analysis program, was used to validate the data.To summarize our findings, First, the characteristics of TikTok live shopping broadcasts(entertainment, reliability, informativeness, usefulness, interactivity) had a significant impact on viewer satisfaction.Second, viewer satisfaction had a significant impact on purchase intention.By identifying the factors that influence viewer purchase intention, this study provides theoretical and practical implications for the characteristics of TikTok live shopping broadcasts.This study confirms that TikTok Live Shopping's entertainment, reliability, informational content, utility, and interactivity positively influence viewer satisfaction.This signifies that TikTok Live Shopping has evolved beyond a mere product sales platform, establishing itself as a new entertainment platform offering enjoyment, information acquisition, and communication.