Effect of Live Features on Purchasing Decisions of Shopee and TikTok Users: The Mediating Role of E-Trust

Abstract

Digital transformation in the e-commerce sector has changed how consumers purchase. One prominent innovation is the live streaming feature, which allows sellers to deliver product information interactively and in real time. This feature is increasingly popular on platforms such as Shopee and TikTok due to its ability to increase user engagement. However, there is still a knowledge gap regarding how this feature influences purchase decisions, particularly when viewed through the mediating role of E-Trust. This study aims to evaluate the effect of live features on customer purchase decisions and determine the extent to which E-Trust mediates the relationship. A quantitative method was used with a Partial Least Square-Structural Equation Modeling (PLS-SEM) approach based on data from 100 active respondents who shopped through live features on Shopee and TikTok. The analysis results show that live features positively and significantly impact consumer purchasing decisions, where E-Trust is shown to mediate the relationship partially. The findings emphasise that trust built through live communication between sellers and consumers can strengthen purchase intentions. The contribution of this research lies in providing new insights into consumer behaviour in a digital context and offering strategic input for businesses and platform developers to optimise the shopping experience.