A Path Model of the Factors Affecting Customer Engagement and Purchase Intention via Live Selling

Abstract

Social media platforms have evolved from being primarily venues for virtual communication and interaction into significant e-commerce platforms. Users can now purchase products and services directly through these platforms. This chapter aims to examine the factors affecting customer engagement and purchase intentions via TikTok live selling. Participants were identified using purposive sampling, and partial least squares path modeling was utilized to measure the hypothesized relationships. The results revealed that both utilitarian and hedonic values predict trust in products. Trust in products was found to significantly influence trust in sellers, which, in turn, enhances customer engagement and purchase intentions among TikTok users.