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Purpose:This study investigates the roles of live streaming, TikTok Affiliate, and content creator credibility in purchase decisions among TikTok Shop users.Methodology:A quantitative cross-sectional survey was conducted among 80 TikTok Shop users selected through purposive sampling. Questionnaire responses were analysed using validity and reliability tests, multiple linear regression, an F-test, and a Kolmogorov–Smirnov normality test.Findings:The three predictors jointly accounted for 40.6% of the variance in purchase decisions (R² = 0.406). The overall regression model was statistically significant (F(3, 76) = 17.351, p < 0.001). All reported measurement items passed the validity threshold, and Cronbach’s alpha ranged from 0.647 to 0.740.Implication:Sellers should coordinate interactive live demonstrations, relevant affiliate recommendations, and credible creator partnerships. Separate partial effects cannot be established from the regression outputs provided in the source report.
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Sonia et al. (2026) studied this question.
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