INVESTIGATING THE SIGNIFICANCE OF LIVE-STREAMING EXPERIENCE IN SOCIAL COMMERCE: EFFECTS ON COMMITMENT AND INTENTION TO PURCHASE

The purpose of this study is to investigate the various aspects of the TikTok live streaming experience and how they affect viewers' feelings, their loyalty to the platform as a social commerce site, and their desire to make a purchase. This study shows that information experience affects the sense of dominance. Furthermore, whereas relationship experience promotes pleasure and arousal, homophily experience influences dominance and arousal. The study's emotional components all have an impact on consumers' commitment to the site, which indicates their propensity to make a purchase. This study sheds light on how live-streaming experiences on TikTok can significantly influence user attitudes and behaviors, ultimately affecting their commitment to the platform and their intention to make purchases. This research provides insightful information about the constantly changing world of social commerce.