Factors Influencing Purchase Intentions of Thai Consumers in Live Streaming Commerce on TikTok
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Abstract
This study aims to examine the effects of four factors—professionalism, entertainment, visibility, and metavoicing—on the purchase intention of Thai consumers in the context of TikTok live streaming commerce, which positively influence their intention to purchase. A convenience sampling method was employed with a sample of 553 respondents, consisting of TikTok users who had prior experience both watching and purchasing products via live streaming. Descriptive statistical analysis showed that professionalism had a mean score of 3.93 (SD = 0.77), entertainment 4.17 (SD = 0.69), visibility 4.27 (SD = 0.73), metavoicing 4.15 (SD = 0.72), and purchase intention 3.90 (SD = 0.77). Inferential analysis, using multiple regression, revealed that entertainment (β = 0.35, p < 0.01) and metavoicing (β = 0.30, p < 0.01) had significant positive effects on purchase intention, whereas professionalism (β = 0.05, p = 0.15) and visibility (β = 0.05, p = 0.31) showed no statistically significant influence. The model explained 41.91% of the variance in purchase intention (R²= 0.419). These findings highlight that Thai consumers on TikTok prioritize emotionally engaging experiences and real-time interaction over traditional credibility-oriented factors, even though professionalism and visibility were rated relatively high. In practical terms, businesses are encouraged to design content with high entertainment value—such as compelling storytelling, live product demonstrations, gamified experiences, and time-limited promotions—to enhance enjoyment and stimulate immediate purchase intention. Furthermore, interactive elements such as live Q&A sessions, comment exchanges, polls, and attentive responses to audience feedback should be actively incorporated to foster consumer participation and stronger purchase motivation.
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