Exploring How Interactivity and Livestream Performance Shape  Perceived Livestream Quality and Purchase Intention in TikTok  Commerce

Waida Irani Mohd Fauzi; Hafiz Waqas Ahmed Ansari; Nurul Fardini Zakaria; Intan  Shafinaz Ahmad

doi:10.48165/sajssh.2026.7408

Abstract

Livestream commerce is rapidly expanding among Malaysian youths, especially teenagers who value interactive and engaging digital experiences. However, limited empirical research explains how interactivity and livestream performance influence livestream perceived quality and purchase intention in this context. This study tests a mediation model where Interactivity and Livestream Performance predict Livestream Perceived Quality, which subsequently drives Purchase Intention in TikTok livestream commerce. Data were collected from 284 teenagers who actively participate in TikTok livestream shopping and analysed using SEM-AMOS. All constructs demonstrated strong reliability and validity, with excellent model fit indices. Results show that interactivity and livestream performance significantly enhance livestream perceived quality, which in turn positively affects purchase intention. Mediation analysis confirms livestream perceived quality as a key mechanism linking experiential factors to purchase intention. Thus, this study advances livestream commerce research and highlights the importance of interactive design and value-rich content in engaging Malaysian youth and teen consumers.

Keywordsinteractivitylivestreamperceived livestream qualitypurchase intention

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