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The trend of live streaming shopping has been gaining traction in e-commerce. Platforms like TikTok use live videos to showcase products and connect with consumers in real time. However, while the benefits have been highlighted, there is a lack of understanding the challenges it poses, its impact on traditional e-commerce, and impulse purchase intention. To gain insight into this trend, this study examines purchase intentions level for TikTok live streaming shopping in Indonesia through an online survey of 383 eligible participants from a sample of 416. Utilizing quantitative approach and TAM, factors like visualization, communication, uncertainty, ease of use, usefulness, enjoyment are analyzed through Structural Equation Modeling (PLS-SEM). Results reveal significant positive influences of visualization, communication, perceived ease of use, usefulness, and enjoyment on purchase intention. Conversely, perceived uncertainty lacks significant impact. Mediation analysis demonstrates perceived usefulness and enjoyment mediating the relationship between ease of use and purchase intention. These findings have practical implications for companies to tailor effective strategies for live streaming shopping by emphasizing clear communication, perceived usefulness, and enjoyable shopping experiences. This study enhances theoretical understanding of impulse purchase intention and technology acceptance within the live streaming shopping, contributing valuable insights for businesses navigating this evolving e-commerce.
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