Narrative Involvement and Social Presence as Determinants of Purchase Intention in TikTok Live Commerce
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Abstract
The development of live commerce has transformed interaction patterns among consumers, sellers, and products, shifting marketing communication from a one-way process toward a real-time and interactive shopping experience. In this context, consumers’ engagement with narratives conveyed during live streams, as well as their perceptions of social presence, may play an important role in shaping purchase intention. This study aims to analyse the effects of Narrative Involvement and Social Presence on Purchase Intention in TikTok Live Commerce. A quantitative approach was employed using a survey method. The study involved 47 TikTok Live Commerce users selected through purposive non-random sampling from the TDA East Jakarta community. Primary data were collected through questionnaires and analysed using validity and reliability tests, correlation analysis, multiple linear regression, t-test, F-test, and the coefficient of determination. The results indicate that Narrative Involvement has a positive and significant effect on Purchase Intention. Social Presence also has a positive and significant effect on Purchase Intention. Simultaneously, Narrative Involvement and Social Presence have a significant effect on Purchase Intention, with an R value of 0.935 and an R² value of 0.874. These findings indicate that consumers’ engagement with narratives and their perceptions of social presence in TikTok Live Commerce are relevant factors in shaping purchase intention. This study provides practical implications for live commerce practitioners to develop marketing communication strategies that are not only informative but also capable of creating engaging narratives and fostering a strong sense of social interaction.
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References
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