The Impact of TikTok Shop Live Streaming on Generation Z Consumer Behavior in Purchase Decision-Making

This study explores the impact of TikTok Shop live streaming on the purchase decision-making processes of Generation Z consumers. Using the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM), the research examines how perceived ease of use, perceived usefulness, and the physical attractiveness of streamers influence consumer attitudes and intentions. A quantitative analysis of 255 Generation Z TikTok users from the Jabodetabek area reveals significant positive relationships between these factors and consumer attitudes, subsequently affecting their watching and purchase intentions. Specifically, the study finds that: (1) Perceived ease of use and usefulness of the TikTok Shop platform, along with the attractiveness of streamers, significantly enhance positive attitudes toward live streaming commerce. (2) These attitudes are critical in shaping both watching and purchase intentions, highlighting the importance of engaging and visually appealing content. (3) Attitudes mediate the relationship between physical attractiveness and purchase intentions, suggesting that appealing streamers can enhance product desirability, especially for visually oriented products. This study provides valuable insights for marketers and platform developers aiming to optimize live streaming shopping experiences for consumers, especially Generation Z.