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September 12, 2025International Journal of Science and Society

Actual Purchase on TikTok Live Streaming Commerce: An Analysis of Utilitarian Shopping Value and Attitude Toward Electronic Live Streaming

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Authors

DPDesak Putu PradnyamithaAMAgus Fredy Maradona

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Overview

Analysis shows live streaming and consumer attitudes impact purchasing decisions in MSMEs, suggesting effective marketing strategies.

Key Points

  • Parasocial relationships positively influence actual purchase decisions among consumers.
  • Live streaming viewing frequency does not significantly impact purchasing behavior in the studied context.
  • Utilitarian shopping value mediates the influence of live streaming frequency on purchasing decisions.
  • The findings provide actionable insights for local MSMEs to enhance marketing effectiveness in the digital environment.

Cite This Study

Pradnyamitha et al. (2024) studied this question.

synapsesocial.com/papers/68d4764731b076d99fa6e0d0https://doi.org/10.54783/ijsoc.v6i4.1329
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