Purchase Intention and Continuous Watching in TikTok Live: Mediating Roles of Perceived Value, Satisfaction, and Trust

Abstract

The rapid growth of live-streaming commerce has significantly transformed consumer purchasing behavior, particularly through platforms such as TikTok Shop Live in Indonesia. However, limited research has thoroughly investigated the interplay between service quality dimensions and psychological factors that influence consumer behavior in this context. This study aims to examine the effects of interface quality, information quality, requirements consistency, and time pressure on perceived value, as well as the subsequent impacts of perceived value on product satisfaction, product trust, purchase intention, and continuous watching. Quantitative research was employed using an online survey of 243 TikTok Shop Live users in Indonesia, and the data were analyzed using SEM-PLS. The findings reveal that interface quality, information quality, requirement consistency, and time pressure significantly enhance perceived value. Perceived value subsequently increases product satisfaction, which strengthens product trust and ultimately influences purchase intention and continuous watching intention. These results extend the use of the Stimulus-Organism-Response (S-O-R) framework to the study, offering practical impacts for platform providers and sellers seeking to enhance customer engagement, trust, and purchase outcomes by improving service quality and customer value creation