Abstract

Purpose – The purpose of this study is to explore the role of influencer and customer engagement on purchase intention of live-streaming shopping, taking the TikTok platform as an example. The factor that affects customer engagement is customer trust.

Design/Methodology/Approach – This study examines the variables affecting customer engagement and purchase intention using secondary data analysis and archival research techniques. 400 respondents of TikTok's live streaming shopping service provided the information. Additionally, this study adopted three frameworks from other studies in order to create a new conceptual framework.

Findings – This study examines the factors influencing customer engagement and purchase intention. The results of the study showed that Customer trust (trust in community members, broadcast and product) has an impact on customer engagement. Furthermore, purchase intention is influenced by customer engagement and Influencers’ credibility in (attractiveness, trustworthiness and expertise).

Research Limitations/Implications – Researching the variables that affect customer engagement and purchase intention has several limitations. This study's findings may not be entirely applicable to companies who operate on other live streaming platforms since this study was based on users of the TikTok platform.

Originality/value - This study is on the important influencing variables of customer engagement and purchase intention.