The Cart Whisperers: Analyzing How Live Stream Hosts Influence Shopping Carts

Live streaming shopping has gained significant popularity among Generation Z consumers, with platforms like TikTok emerging as leading players in this space. Using the Elaboration Likelihood Model (ELM), this research aims to identify and analyze the particular factors that influence the purchase intention of Generation Z consumers when shopping for live streaming on TikTok. To accomplish this, researchers collect data and test hypotheses using a quantitative approach to the survey method. Empirical evidence was collected from 187 Generation Z who watch or have made shopping transactions on TikTok live streaming in the last six months. The findings reveal that streamers' credibility positively influences source attractiveness, while interactivity positively influences argument quality. In addition, the quality of the argument and the attractiveness of the source both positively impact the attitude to the product. Among all the relationships, the interactivity factor and argument quality have the greatest influence among the other variable relationships. Finally, attitude to the product influences purchase intention. By understanding these factors, this research will provide marketers and businesses with valuable insights in designing effective strategies to maximize their success in live streaming shopping on TikTok by engaging and retaining this target audience.