EXAMINING THE IMPORTANCE OF LIVE-STREAMING EXPERIENCE ON SOCIAL COMMERCE: IMPACTS ON COMMITMENT AND PURCHASE INTENTION

This study aims to explore the multifaceted dimensions of the TikTok live streaming experience and how it influences viewers’ emotions, their commitment towards TikTok as a social commerce platform, and their purchase intention. Through empirical research, this study uncovers that information experience influences the feeling of dominance. Additionally, homophily experience influences arousal and dominance, while relationship experience influences pleasure and arousal. All emotional constructs observed in this study affect users’ commitment towards the platform, which signifies the willingness to make a purchase. This research contributes valuable insights into the ever-evolving landscape of social commerce, shedding light on how live-streaming experiences on TikTok can profoundly influence user attitudes and behaviors, ultimately affecting their commitment to the platform and their intention to make purchases.