The Influence of Tiktok Live Streaming, Customer Trust, and Customer Engagement on Electronic Product Purchase Decisions: The Mediating Role of Flow Experience among Followers of Tiktok @Kohcun
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This study investigates the influence of TikTok live streaming, customer trust, and customer engagement on electronic product purchase decisions, with flow experience serving as a mediating variable. A quantitative, causal research design was employed, using data collected from an online questionnaire administered to 264 followers of the TikTok account @Kohcun who had purchased electronic products through live streaming. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results reveal that TikTok live streaming, customer trust, and customer engagement each have a positive and significant effect on purchase decisions. Moreover, these three variables also exert a positive influence on flow experience. Flow experience itself was found to have a direct and significant impact on purchase decisions. Ultimately, flow experience was identified as a partial mediator in the relationships between TikTok live streaming, customer trust, customer engagement, and purchase decisions.
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Copyright (c) 2025 Nabila Amira, Hafasnuddin, Ahmad Nizam
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