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

View Full Paper

Ask AI

Bookmark

Purchasing decisions on TikTok are influenced by parasocial relationships, showing a positive effect.
Utilitarian shopping value significantly mediates the relationship between live streaming viewing frequency and purchasing decisions.
Consumer attitudes toward electronic live streaming positively impact purchasing decisions in MSMEs.
Live streaming viewing frequency alone does not affect actual purchase decisions, highlighting other relevant factors.

Discussion

No takes yet. Share an insight, caveat, or question.

Analysis reveals positive effects of parasocial relationships and utilitarian shopping value on purchasing decisions in local MSMEs.

Pradnyamitha et al. (2024) studied this question.

View Full Paper

Ask AI

Bookmark