Fitrah, Ayunda Wardhatul (2025) Evaluasi Penerimaan Live Streaming Tiktok Shop Terhadap Peningkatan Minat Belanja. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of information technology has driven significant changes in consumer shopping behavior, one of which is through the TikTok Shop live streaming feature that integrates entertainment and e-commerce elements. However, although TikTok Shop live streaming is increasingly popular, several problems are still found, one of which is dependence on unstable feature innovation. This problem poses a risk that can affect consumer trust and purchasing decisions. This study aims to evaluate the acceptance of TikTok Shop live streaming on increasing consumer shopping interest using the Technology Acceptance Model 3 (TAM 3) based with a quantitative approach. A total of 400 respondents who have shopped through TikTok Shop live streaming became the sample of this study. The variables analyzed include perceived risk, trust, innovativeness, deal proneness, and purchasing behavior, with the partial least equation modeling (PLS-SEM) analysis technique. The results of the study showed that Trust (β = 0.305; t = 4.057; p = 0.000) and deal proneness (β = 0.201; t = 3.150; p = 0.002) were the most dominant factors in purchasing behavior on the TikTok Shop live streaming feature, Innovativeness towards deal proneness (β = 0.829; t = 32.824; p = 0.000) and purchasing behavior (β = 0.435; t = 6.181; p = 0.000) were proven to be significant, Perceived risk affects trust (β = 0.426; t = 11.723; p = 0.000) and purchasing behavior (β = 0.080; t = 3.189; p = 0.001), although with a smaller influence. These findings emphasize the importance of managing risk perceptions and building consumer trust to increase purchasing decisions through live streaming. In conclusion, the acceptance of TikTok Shop's live streaming feature is greatly influenced by psychological factors and consumer behavior. Therefore, sellers and platforms need to increase consumer trust, reduce risk perception, and utilize creative innovation and promotions to increase shopping interest on the platform. Keywords: TikTok Shop, Live Streaming, e-commerce, TAM 3
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | T Technology > T Technology (General) T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering T Technology > T Technology (General) > T58.6-58.62 Management Information Systems T Technology > TA Engineering (General). Civil engineering (General) |
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| Divisions: | Faculty of Computer Science > Departemen of Information Systems | ||||||||||||
| Depositing User: | Ayunda Wardhatul Fitrah | ||||||||||||
| Date Deposited: | 02 Jun 2025 04:29 | ||||||||||||
| Last Modified: | 02 Jun 2025 04:30 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36947 |
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