The Effects of Consumer’s Approach Behaviors on Purchase Intention in TikTok Livestream: The Closer Look at Consumer’s Attitudes

Abstract Many sellers turned to e-commerce as a safer and more practical alternative to in-store shopping. Tiktok shop pays attention to the impact of shoppertainment (shopping information and entertainment) on consumers’ purchase intentions with live-streaming content on the E-commerce platform. This can be understood as the entertainment in a live stream that pleases the audience, the live interaction as well as the content delivery in an interesting way. Live streaming has emerged as a powerful way to attract more consumers, the combination of entertainment and shopping increases revenue for businesses. This study investigates a sample of 471 respondents by using PLS_SEM to yield the empirical results. By providing a blend of useful information and engaging content, online stores can create a more enjoyable shopping experience that encourages revisit and repurchases. The mediation of pleasure and the moderating role of hedonic value are illustrated. Understanding these effects can offer deeper insights into the psychological processes that drive consumer decisions in the context of live-streaming e-commerce. This research aims to fill the gap in the literature by providing empirical evidence on the critical role of entertainment in shaping consumer behavior in the context of the streaming trend of social media platforms, specifically in TikTok Live. The practitioners create their contents to enhance customer engagement through live-streaming platforms like TikTok Live.