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September 19, 2025Review of Marketing Science

The Effects of Consumer’s Approach Behaviors on Purchase Intention in TikTok Livestream: The Closer Look at Consumer’s Attitudes

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Authors

NNNhan Nguyen-ThanhTNTrung-Phien NguyenNDNinh Doan

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Overview

This research uncovers how shoppertainment and consumer attitudes influence purchase intention in TikTok, suggesting new strategies.

Key Points

  • The study finds that entertainment significantly enhances purchase intention in TikTok live-streaming.
  • With a sample of 471 respondents, results indicate that consumer attitudes mediate purchase decisions based on enjoyment.
  • PLS_SEM analysis uncovers the roles of pleasure and hedonic value in influencing consumer behavior when shopping online.
  • Insights from this research may help marketers better engage consumers through entertaining live-stream content.

Cite This Study

Nguyen-Thanh et al. (2025) studied this question.

synapsesocial.com/papers/68d464ea31b076d99fa63f30https://doi.org/10.1515/roms-2025-0054
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