Influence of Livestream Selling on Purchase Intention Fashion Products on TikTok

Selling through livestreaming has become a popular sales method and increasingly a preferred choice for retailers alongside traditional sales channels. Products that are intuitive and evoke purchasing emotions at first sight such as clothes, beauty products and household appliances are recorded with high revenue through livestream selling. This study aimed to evaluate the impact of various livestream sales elements including engaging sales content and sellers on customer attitude, trust and purchase intention for fashion products; investigate the factor of promotions moderating the relationship between the three factors above in the live shopping process. A linear structural model was used to analyze data from 324 customers shopping by livestream on TikTok. The results show that (1) Attractive content and streamers make significant contributions to the effectiveness of livestream sales. (2) engaging sales content, directly and indirectly, impacts purchasing intention through customer attitude and trust. (3) The influence of streamers does not have a direct impact but an indirect impact on purchase intention through customer attitude and trust. (4) Promotional programs influence purchase intention but do not moderate the relationship between trust and purchase intention and negatively moderate the relationship between attitude and purchase intention.