The Influence of TikTok Livestream Commerce on Consumer Behaviour and Purchase Decisions
Authors
Thomsen, Anton Krestian ; Møller, Alexander Christian
Term
4. Semester
Publication year
2026
Submitted on
2026-06-01
Pages
70
Abstract
This thesis examines how TikTok livestream commerce shapes consumer behavior, focusing on how interaction features influence engagement and purchase intention. Guided by a critical realist philosophy, the study uses a qualitative netnographic approach with limited quantitative elements. The empirical data comprise observations of live shopping on the TikTok accounts Dr. Melaxin Global and PUFFIT.UK, analyzed through theories of the buying decision process, electronic word of mouth (eWOM), livestream commerce, impulse buying, and trust. Findings indicate that TikTok livestreams create a highly interactive, socially influenced shopping environment in which real-time interaction reduces perceived risk and increases accessibility. In-stream product demonstrations act as a substitute for the traditional store experience. Social proof via live metrics and chat, shoutouts, parasocial communication, perceived expertise, and platform-enabled trust cues strengthen viewer trust and engagement. Finally, flash sales and time-sensitive offers create urgency and encourage impulsive buying. Overall, the study illuminates mechanisms that drive engagement and purchasing in Western social media contexts and offers practical guidance for marketers.
Denne afhandling undersøger, hvordan livestream commerce på TikTok påvirker forbrugeradfærd, med fokus på hvordan interaktionsfunktioner former engagement og købsintention. Med udgangspunkt i en kritisk-realistisk videnskabsfilosofi anvendes en kvalitativ netnografisk tilgang med enkelte kvantitative elementer. Empirien består af observationer af liveshopping fra TikTok-kontiene Dr. Melaxin Global og PUFFIT.UK, og analysen forankres i teorier om købsbeslutningsprocessen, elektronisk word-of-mouth (eWOM), livestream commerce, impulskøb og tillid. Fundene viser, at TikTok-livestreams skaber et højt interaktivt og socialt præget købemiljø, hvor realtidsinteraktion kan reducere oplevet risiko og øge tilgængeligheden. Demonstrationer i selve streamen fungerer som en erstatning for den fysiske butiksoplevelse. Samtidig styrker sociale beviser via live-metrics og chat, direkte omtaler (shoutouts), parasocial kommunikation, opfattet ekspertise og platformens tillidssignaler seernes tillid og engagement. Endelig anvendes flash-udsalg og tidsbegrænsede tilbud til at skabe hastværk og stimulere impulskøb. Samlet bidrager studiet med indsigt i de mekanismer, der driver engagement og køb i vestlige sociale mediekontekster, og giver praktiske pejlemærker for markedsførere.
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Keywords