HOW WARMTH, COMPETENCE, AND TRUST SHAPE CONSUMER PURCHASE INTENTION IN LIVE-STREAM E-COMMERCE ON TIKTOK
DOI:
https://doi.org/10.1234/jumder.v1i4.29Keywords:
Competence, Consumer Purchase Intention, TikTok Live Streaming, Trust, WarmthAbstract
This systematic literature review explores the psychological and technological factors influencing consumer purchase intention in TikTok live streaming commerce. Drawing from 45 empirical studies published between 2020 and 2025, the review synthesizes key themes surrounding influencer characteristics, interactivity, trust formation, and social dynamics. Findings reveal that perceived warmth and competence of streamers significantly affect consumer trust, which in turn mediates purchase behavior. Interactivity features such as live commenting and real-time feedback enhance emotional engagement and reduce perceived risk. The study also identifies contextual variables—including culture, product category, and algorithmic personalization—that moderate the effectiveness of live streaming strategies. Using bibliometric analysis via VOSviewer and thematic synthesis, this review contributes an integrated understanding of how interpersonal perceptions and digital affordances shape consumer decisions in live commerce. The paper concludes with implications for marketers and future research directions, particularly regarding AI-driven influencers and trust-building in virtual environments.
References
Chen, N., & Yang, Y. (2023). The Role of Influencers in Live Streaming E-Commerce: Influencer Trust, Attachment, and Consumer Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1601–1618. https://doi.org/10.3390/jtaer18030081
Ding, L., Antonucci, G., & Venditti, M. (2025). Unveiling user responses to AI-powered personalised recommendations: a qualitative study of consumer engagement dynamics on Douyin. Qualitative Market Research, 28(2), 234–255. https://doi.org/10.1108/QMR-11-2023-0151
Ingriana, A. (2025). THE INFLUENCE OF E-TRUST ON CONSUMER PURCHASING BEHAVIOR IN E-COMMERCE. 1(3). https://journal.dinamikapublika.id/index.php/Jumder
Ingriana, A., Chondro, J., & Rolando, B. (2024). TRANSFORMASI DIGITAL MODEL BISNIS KREATIF: PERAN SENTRAL E-COMMERCE DAN INOVASI TEKNOLOGI DI INDONESIA (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/JUMDER
Ingriana, A., Gianina Prajitno, G., & Rolando, B. (2024). THE UTILIZATION OF AI AND BIG DATA TECHNOLOGY FOR OPTIMIZING DIGITAL MARKETING STRATEGIES (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/IJEBS
Jia, M. (2024). Do nonlinear and interactive effects exist in live-streaming sellers’ disclosure of two-sided product information on consumers’ trust and purchase intention? Asia Pacific Journal of Marketing and Logistics, 36(11), 2889–2906. https://doi.org/10.1108/APJML-01-2024-0101
Jiang, H.-B., Fan, Z.-Y., Wang, J.-L., Liu, S.-H., & Lin, W.-J. (2025). The determinants of product trust in live streaming E-commerce: a hybrid method integrating SEM and fsQCA. Asia Pacific Journal of Marketing and Logistics, 37(2), 273–293. https://doi.org/10.1108/APJML-01-2024-0048
Li, P., & Shao, J. (2025). The Reverse Effect of Reviewers’ Sentiment Tendency: The Role of Readers’ Empathy and Trust. International Journal of Human-Computer Interaction, 41(9), 5331–5349. https://doi.org/10.1080/10447318.2024.2359227
Liu, X., & Zhang, L. (2024). Impacts of different interactive elements on consumers’ purchase intention in live streaming e-commerce. PLoS ONE, 19(12). https://doi.org/10.1371/journal.pone.0315731
Maha, V. A., Derian Hartono, S., Prajitno, G. G., & Hartanti, R. (2024). E-COMMERCE LOKAL VS GLOBAL: ANALISIS MODEL BISNIS DAN PREFERENSI KONSUMEN (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/Jumder
Mulyono, H., Hartanti, R., & Rolando, B. (2024). SUARA KONSUMEN DI ERA DIGITAL: BAGAIMANA REVIEW ONLINE MEMBENTUK PERILAKU KONSUMEN DIGITAL (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/JUMDER
Mulyono, H., Ingriana, A., & Hartanti, R. (2024). PERSUASIVE COMMUNICATION IN CONTEMPORARY MARKETING: EFFECTIVE APPROACHES AND BUSINESS RESULTS (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/IJEBS
Putri, L. W. B., & Setiawan, B. L. T. (2025). ANALYZING THE STRATEGIC CONTRIBUTION OF SOCIAL MEDIA INFLUENCERS TO E-COMMERCE MARKETING EFFECTIVENESS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Qing, C., & Jin, S. (2022). What Drives Consumer Purchasing Intention in Live Streaming E-Commerce? Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.938726
Rahardja, B. V., Rolando, B., Chondro, J., & Laurensia, M. (2024). MENDORONG PERTUMBUHAN E-COMMERCE: PENGARUH PEMASARAN MEDIA SOSIAL TERHADAP KINERJA PENJUALAN (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/JUMDER
Rolando, B. (2024a). CULTURAL ADAPTATION AND AUTOMATED SYSTEMS IN E-COMMERCE COPYWRITING: OPTIMIZING CONVERSION RATES IN THE INDONESIAN MARKET (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/IJEBS
Rolando, B. (2024b). PENGARUH FINTECH TERHADAP INKLUSI KEUANGAN : TINJAUAN SISTEMATIS. Jurnal Akuntansi Dan Bisnis (Akuntansi), 4(2), 50–63. https://doi.org/https://doi.org/10.51903/jiab.v4i2.808
Rolando, B., Angelica, N., Bangsa, D., Jl Jendral Sudirman, J., Jambi Selatan, K., & Jambi, K. (2024). Pengaruh Live Streaming Selling dan Discount Pada Tiktok Shop. https://doi.org/10.47065/arbitrase.v5i2.2092
Rolando, B., Chandra, C. K., & Widjaja, A. F. (2025). TECHNOLOGICAL ADVANCEMENTS AS KEY DRIVERS IN THE TRANSFORMATION OF MODERN E-COMMERCE ECOSYSTEMS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Rolando, B., & Ingriana, A. (2024). SUSTAINABLE BUSINESS MODELS IN THE GREEN ENERGY SECTOR: CREATING GREEN JOBS THROUGH RENEWABLE ENERGY TECHNOLOGY INNOVATION (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/IJEBS
Rolando, B., Nur Azizah, F., Karaniya Wigayha, C., Bangsa, D., Jl Jendral Sudirman, J., Jambi Selatan, K., & Jambi, K. (2024). Pengaruh Viral Marketing Shopee Affiliate, Kualitas Produk, dan Harga Terhadap Minat Beli Konsumen Shopee. https://doi.org/10.47065/arbitrase.v5i2.2167
Rolando, B., & Sunara, N. T. (2024). Social Media Marketing’s Effect on Purchase Intentions for Puma: Mediation by Brand Image, Awareness, and Equity. Journal of Business and Economics Research (JBE), 5(3), 340–351.
Rolando, B., & Yen, Y. C. O. (2024). Decoding the TikTok Effect: Influencers, Social Media, and Content Marketing Impact on Consumer Purchases. Journal of Business and Economics Research (JBE), 5(3), 299–310.
Tan, D. M., & Alexia, K. R. (2025). THE INFLUENCE OF TIKTOK AFFILIATE CONTENT QUALITY AND CREDIBILITY ON PURCHASE DECISIONS VIA THE YELLOW BASKET FEATURE. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Tan, K.-L., Hii, I. S. H., Lim, X.-J., & Wong, C. Y. L. (2024). Enhancing purchase intentions among young consumers in a live-streaming shopping environment using relational bonds: are there differences between “buyers” and “non-buyers”? Asia Pacific Journal of Marketing and Logistics, 36(1), 48–65. https://doi.org/10.1108/APJML-01-2023-0048
Wan, A., & Jiang, M. (2023). Can Virtual Influencers Replace Human Influencers in Live-Streaming E-Commerce? An Exploratory Study from Practitioners’ and Consumers’ Perspectives. Journal of Current Issues and Research in Advertising, 44(3), 332–372. https://doi.org/10.1080/10641734.2023.2224416
Widjaja, A. F. (2025). FACTORS INFLUENCING PURCHASE INTENTION IN E-COMMERCE: AN ANALYSIS OF BRAND IMAGE, PRODUCT QUALITY, AND PRICE. 1(3). https://journal.dinamikapublika.id/index.php/Jumder
Wigayha, C. K., Rolando, B., & Wijaya, A. J. (2024). PELUANG BISNIS DALAM INDUSTRI HIJAU DAN ENERGI TERBARUKAN (Vol. 1, Issue 1). https://journal.dinamikapublika.id/index.php/Jumder
Wigayha, C. K., Rolando, B., & Wijaya, A. J. (2025). A DEMOGRAPHIC ANALYSIS OF CONSUMER BEHAVIORAL PATTERNS ON DIGITAL E-COMMERCE PLATFORMS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Winata, V., & Arma, O. (2025). ANALYZING THE EFFECT OF E-WALLET USABILITY ON CUSTOMER RETENTION IN MOBILE PAYMENT APPS. 1(2). https://journal.dinamikapublika.id/index.php/Jumder
Zahran, A. M. (2025). THE IMPACT OF MARKETING STRATEGIES ON THE SUCCESS OF THE FAST FASHION INDUSTRY: A SYSTEMATIC REVIEW. 1(3). https://journal.dinamikapublika.id/index.php/Jumder
Zhou, R. (2025). Influence mechanism of live streaming influencer characteristics on purchase intention under urban-rural and male-female divides: the mediating role of consumer emotions. Current Psychology, 44(6), 4963–4977. https://doi.org/10.1007/s12144-025-07558-9
Zhou, R., & Baskaran, A. (2025). Influencing mechanisms of live streaming influencer characteristics on purchase intention: The mediating role of emotional trust. PLoS ONE, 20(4 April). https://doi.org/10.1371/journal.pone.0322294
