Going live, going buy: Exploring the stimulus–organism–response mechanism in Tiktok live shopping

Authors

  • Mudji Rahmat Ramelan Faculty of Economics and Business, Universitas Lampung
  • Dina Safitri Faculty of Economics and Business, Universitas Lampung
  • Aida Sari Faculty of Economics and Business, Universitas Lampung
  • Nuzul Inas Nabila Faculty of Economics and Business, Universitas Lampung
  • Bertilia Utari Institut Informatika dan Bisnis Darmajaya

DOI:

https://doi.org/10.53088/jmdb.v6i3.2876

Keywords:

Perceived Enjoyment, Consumer Behavior, Live Streaming, Consumer Trust, Consumer Purchase Intension

Abstract

This study investigates the influence of live streaming attributes on purchase intention in TikTok-based live commerce, with consumer trust and perceived enjoyment as mediators. Grounded in the Stimulus-Organism-Response (SOR) framework, the research explores how digital stimuli, such as seller interactivity, friendliness, and real-time engagement, shape internal psychological responses that ultimately drive consumer behavior. A survey of 275 Indonesian TikTok Shop users was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results reveal that while live streaming attributes do not directly affect purchase intention, they significantly enhance trust and enjoyment, which in turn positively influence purchasing decisions. Age was found to significantly predict trust and enjoyment, while gender and occupation showed no significant effects. These findings underscore the role of cognitive and emotional mediators in digital commerce and highlight the importance of personalization in live streaming strategies.

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Published

2026-09-26

How to Cite

Ramelan, M. R., Safitri, D., Sari, A., Nabila, N. I., & Utari, B. (2026). Going live, going buy: Exploring the stimulus–organism–response mechanism in Tiktok live shopping. Journal of Management and Digital Business, 6(3), 1377–1396. https://doi.org/10.53088/jmdb.v6i3.2876

Issue

Vol. 6 No. 3 (2026): Journal of Management and Digital Business

Section

Articles

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Copyright (c) 2026 Mudji Rahmat Ramelan, Dina Safitri, Aida Sari, Nuzul Inas Nabila, Bertilia Utari

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