Influence of Live Streaming Shopping Feature on Purchase Intention for Local Beauty Brand Through Emotional Factors in the S-O-R Model

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Live streaming shopping significantly influences consumers' purchase intentions, driven by emotional factors.
Attraction, cognitive assimilation, and influencer credibility mediate relationships between shopping features and purchase intention.
Data collection involved 300 respondents surveyed via Google Forms, analyzed using PLS-SEM.
The findings imply that businesses can enhance promotion strategies through effective live streaming shopping.

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The study reveals emotional factors influence purchase intention in TikTok's live streaming shopping, suggesting enhanced engagement strategies.

Rosadiputri et al. (2025) studied this question.

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The study reveals emotional factors influence purchase intention in TikTok's live streaming shopping, suggesting enhanced engagement strategies.