Live Streaming and Purchasing Decisions: The Mediating Role of Information Quality and Social Proof

Studi pada konsumen Tiktok Shop di Kabupaten Jepara

Abstract

The growth of live streaming commerce on TikTok Shop has changed consumer purchasing behavior, particularly in regional markets such as Jepara Regency. This research investigates the effects of live streaming on purchasing decisions with information quality and social proof as mediating variables. Purposive sampling was used in this study's quantitative, cross-sectional approach of 100 TikTok Shop consumers in Jepara, and Partial Least Squares–Structural Equation Modeling (PLS-SEM) was used to examine the data. The findings indicate that live streaming has a positive and significant effect on information quality, social proof, and purchasing decisions, while information quality significantly mediates the connection between purchases and live streaming. However, social proof demonstrates a positive but insignificant mediating effect, indicating that consumers rely more on the clarity and accuracy of information delivered during live streaming than on social cues such as comments or viewer numbers. These findings contribute to live commerce literature by highlighting the dominant role of information quality and provide practical implications for TikTok Shop sellers to prioritize informative and interactive live streaming techniques to improve consumer confidence and purchase choices.