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August 13, 2025

The Mediating Role of Online Customer Reviews on Purchase Decisions: Exploring the Impact of Live Shopping Features and Content Marketing

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Authors

ANAde NurlitaFAFazri AriyantoBBadawi

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Overview

Quantitative analysis finds live shopping and content marketing significantly affect purchase decisions in TikTok Shop customers, indicating online reviews are crucial for trust.

Key Points

  • Live shopping and content marketing greatly enhance purchase decisions for TikTok Shop customers, while trust is essential.
  • Customers' purchase decisions improve noticeably with effective content marketing and engaging live shopping features.
  • This quantitative study employed structural equation modeling to analyze the impact on purchasing behavior, using data from 355 TikTok Shop users.
  • Findings suggest that trustworthiness of online customer reviews is a vital factor affecting buyer confidence and decision-making.

Cite This Study

Nurlita et al. (2025) studied this question.

synapsesocial.com/papers/68af7df87567bf4f94ff502ahttps://doi.org/10.32424/icsema.1.1.309
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  4. 4Effect of TikTok live streamer characteristics on purchase intentions: the mediating role of trust2025 · 1 citations
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