<![CDATA[This research investigates how product information quality, interactivity, and streamer credibility drive purchase decisions, with consumer trust serving as a mediating factor within the context of live-streaming broadcasts on the Skintific Official Store TikTok Shop channel. Adopting a quantitative design, primary data were gathered via structured questionnaires administered to consumers who had watched Skintific's live streams and subsequently purchased products through TikTok Shop. Given an infinite target population, the sample size was calculated using the Lemeshow formula, yielding 190 qualified participants selected through purposive sampling based on predetermined criteria. Data analysis was executed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software. Findings show that information quality and streamer credibility significantly boost consumer trust, whereas interactivity does not. Furthermore, information quality, interactivity, and consumer trust directly enhance purchase decisions, while streamer credibility lacks a direct effect. Consumer trust successfully mediates the impacts of information quality and streamer credibility on purchase decisions, but fails to mediate interactivity. Ultimately, live-commerce brands should focus on accurate product information, credible hosts, and trust-building to drive sales.]]>
Copyrights © 2026
