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

Authors

  • Waida Irani Mohd Fauzi Department of Marketing, School of Business Management, Universiti Utara Malaysia, Malaysia
  • Hafiz Waqas Ahmed Ansari Department of Marketing, School of Business Management, Universiti Utara Malaysia, Malaysia
  • Nurul Fardini Zakaria Department of Marketing, School of Business Management, Universiti Utara Malaysia, Malaysia
  • Intan Shafinaz Ahmad Department of Marketing, School of Business Management, Universiti Utara Malaysia, Malaysia

DOI:

https://doi.org/10.48165/sajssh.2026.7408

Keywords:

interactivity, livestream, perceived livestream quality, purchase intention

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. 

 

References

Anatasia, V., Tannia, T., Susilo, S. R., Robert, A., Hartono, R., & Christy, I. (2025). The moderating role of big data attitudes in Gen Z TikTok live shopping decisions. In Proceedings of the 4th International Conference on Creative Communication and Innovative Technology (ICCIT 2025). IEEE. https://doi.org/10.1109/ICCIT65724.2025.11166724

Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173

Byrne, B. M. (2010). Structural equation modeling with AMOS: Basic concepts, applications, and programming (2nd ed.). Routledge.

Chen, Y., & Lin, Z. (2018). How social presence influences purchase intentions in live streaming. Journal of Interactive Marketing, 41, 42–55.

Fakhreddin, F., & Foroudi, P. (2022). Instagram influencers: The role of opinion leadership in consumers’ purchase behavior. Journal of Promotion Management, 28(6), 795–825. https://doi.org/10.1080/10496491.2021.2015515

Gong, X., Ren, J., Zeng, L., & Xing, R. (2022). How KOLs influence consumer purchase intention in short video platforms: Mediating effects of emotional response and virtual touch. International Journal of Information Systems in the Service Sector, 14(1), Article 76. https://doi.org/10.4018/IJISSS.287576

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (1029). Multivariate data analysis (8th ed.). Cengage Learning.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2023). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications.

Kline, R. B. (2023). Principles and practices of structural equation modelling (5th ed.). Guilford Press.

Lawrence, C., & Meivitawanli, B. (2023). The role of parasocial relationships, congruence and source credibility in Indonesia: A study on TikTok live streaming commerce in the cosmetics industry. Australasian Accounting, Business and Finance Journal, 17(5), 39–51. https://doi.org/10.14453/aabfj.v17i5.05

Liu, Y., & Shrum, L. J. (2002). What is interactivity and is it always such a good thing? Journal of Advertising, 31(4), 53–64.

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.

Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233.

Park, H. J., & Lin, L. M. (2020). The effects of livestreaming attributes on consumer trust and purchase intention. Internet Research, 30(4), 1200–1220.

Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886.

Downloads

Published

2026-08-06

Issue

Vol. 7 No. 4 (2026): South Asian Journal of Social Sciences and Humanities (Aug) 2026

Section

Articles

License

Copyright (c) 2026 South Asian Journal of Social Sciences and Humanities

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Fauzi, W. I. M., Ahmed Ansari, H. W., Zakaria, N. F., & Ahmad, I. . S. (2026). Exploring How Interactivity and Livestream Performance Shape  Perceived Livestream Quality and Purchase Intention in TikTok  Commerce. South Asian Journal of Social Sciences and Humanities, 7(4), 160-173. https://doi.org/10.48165/sajssh.2026.7408