THE INFLUENCE OF LIVESTREAM PLATFORM AND STREAMER CHARACTERISTICS ON CONSUMERS’ PURCHASE INTENTION - THE MEDIATING EFFECT OF PARA-SOCIAL INTERACTION

The rapid growth of the Chinese internet has significantly contributed to the rise of e-commerce and live streaming as key drivers of economic growth. This research examines the impact of TikTok live broadcast platforms and anchor factors on consumer purchase intention, with a particular emphasis on the mediating effect of perceived social interaction. The findings indicate that both the TikTok platform and anchor factors positively influence consumer purchase intention. Quasi-social interaction mediates the relationship between the TikTok platform and anchor factors and consumer purchase intention. The findings of this research offer valuable theoretical insights into the dynamics of live streaming platforms and provide practical recommendations for broadcasters to improve live stream effectiveness and boost product sales. This research contributes to the fields of consumer behavior and e-commerce by providing novel theoretical insights and avenues for future research.