EFFECTS OF LIVE STREAMERS’ PERFORMANCE SKILLS ON OPTIMIZING DIRECT SALES ON TIK TOK PLATFORM

Abstract

The live streamers on the TikTok platform play a vital role as the “soul” of the live stream through their lively skills, thereby creating interaction, enhancing viewer engagement, and influencing purchase decisions. The study aims to assess the impact of factors related to performance skills including interactivity, persuasiveness, creativity, distinctiveness, and attractiveness in presenting promotions on the intention and purchase decisions of viewers during live streaming sessions. By applying models and theories such as ELM, TPB, SOR, synthesizing relevant studies, and analysing quantitative data collected from 394 experienced users who watch livestreams and make purchases on TikTok, combined with the PLS-SEM method to measure the effects of these factors on purchase intent and purchase decisions. The analysis results indicate that all the proposed factors in the model significantly impact the purchase intention of viewers towards live streams on the TikTok platform. Based on the research findings, the authors provide managerial implications to enhance business effectiveness for individuals, small businesses, and enterprises using live streaming on the TikTok platform to sell products.