Proceedings of the 2025 6th International Conference on Big Data and Social Sciences (ICBDSS 2025)

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Factors Influencing Consumer Purchase Intentions on Live Streaming Platforms: Evidence from TikTok

Authors
Wenli Cheng1, *, Haixin Zeng2
1Guangzhou Vocational College of Technology & Business, Guangzhou, 511442, People’s Republic of China
2Zhongke Data Driven Engineering Consulting (Guangzhou) Co., Ltd., Guangzhou, China
*Corresponding author. Email: chengwenli1984@126.com
Corresponding Author
Wenli Cheng
Available Online 26 February 2026.
DOI
10.2991/978-94-6239-598-5_11How to use a DOI?
Keywords
TikTok e-commerce live streaming; perceived trust; purchase intention
Abstract

E-commerce live streaming has rapidly developed since 2016 and become integral to daily consumption. This study, adopting a consumer-centric perspective and the SOR framework, investigates TikTok’s e-commerce live streaming. Results show that product and situational factors enhance perceived value and trust, which significantly promote consumers’ purchase intentions.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 6th International Conference on Big Data and Social Sciences (ICBDSS 2025)
Series
Advances in Computer Science Research
Publication Date
26 February 2026
ISBN
978-94-6239-598-5
ISSN
2352-538X
DOI
10.2991/978-94-6239-598-5_11How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Wenli Cheng
AU  - Haixin Zeng
PY  - 2026
DA  - 2026/02/26
TI  - Factors Influencing Consumer Purchase Intentions on Live Streaming Platforms: Evidence from TikTok
BT  - Proceedings of the 2025 6th  International Conference on Big Data and Social Sciences (ICBDSS 2025)
PB  - Atlantis Press
SP  - 99
EP  - 107
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6239-598-5_11
DO  - 10.2991/978-94-6239-598-5_11
ID  - Cheng2026
ER  -