<![CDATA[This study aims to explore the role of live streaming and host credibility in shaping consumer purchase decisions on TikTok Shop. This research employs a descriptive qualitative approach with an exploratory study design through in-depth interviews, digital observations, and documentation of TikTok Shop users’ experiences. Data analysis was conducted using thematic analysis to identify patterns of meaning related to consumer experiences during live streaming sessions, perceptions of host credibility, and factors influencing purchase decisions. The findings reveal that live streaming functions as an interactive communication space that enables consumers to obtain product information directly, reduce purchase uncertainty, and create a more personalized consumption experience. Host credibility becomes a crucial factor through dimensions of expertise, trustworthiness, communication style, and the ability to establish emotional connections with consumers. This study contributes to the development of digital marketing communication research by emphasizing the importance of the relationship between technology, communicators, and consumer experiences within the social commerce ecosystem. Practically, this study implies that digital business actors and content creators need to develop live commerce strategies through authentic, credible, and relationship-oriented communication to build long-term connections with consumers.]]>
Copyrights © 2026
