PREDICTING THE IMPACT OF TIKTOK LIVE STREAMING QUALITY ON PURCHASE INTENTION THROUGH SELF-DETERMINATION THEORY

TikTok has emerged as a dynamic social commerce platform that provides live-streaming features to facilitate engaging and interactive shopping experiences. This study analyzes the factors influencing users' intentions to purchase products on TikTok live-streaming. This study integrates the variable of live streaming quality with the Self-Determination Theory, emphasizing users' intrinsic and extrinsic motivations in performing a specific behavior. Utilizing a quantitative approach, data from 217 respondents were processed using the PLS-SEM method. The findings show that TikTok live streaming quality significantly influences users' perceived competence, relatedness, autonomy, and social influence. The study also proves that users' perceived enjoyment and perceived usefulness directly impact their purchase intentions. However, this study finds insignificant relationships between live streaming quality on network externalities and social influence on perceived usefulness. These findings have theoretical and practical implications for researchers, content creators, marketers, and platform developers to provide engaging and valuable content and technical enhancements in a social commerce platform to encourage users' purchase intention.