Research on the Influencing Factors of Tiktok Users’ Purchase Intention Under the Background of E-Commerce Live Broadcast

To explore the influencing factors of transactions between Tiktok e-commerce users and platform providers, with the help of Tiktok live streaming goods as the research object, this study has appropriately expanded the theory of planned behavior (TAM), taking perceived sincerity, trust, perceived ease of use, perceived usefulness, subjective norms as independent variables, attitude, behavioral perception control as intermediary variables, and purchase intention as dependent variables for comprehensive consideration, And based on this, a model of influencing factors on the purchase intention between users and platform providers is constructed based on the antecedent process outcome framework. In general, the expanded TPB model, when applied to the study of consumers’ purchase intention in TikTok e-commerce, has a good role in explaining and predicting behavior intention. This study used SPSS27.0 and AMOS28.0 for statistical analysis and hypothesis testing of the data. The research results indicate that perceived sincerity, trust, perceived usefulness, perceived ease of use, and subjective norms significantly positively affect consumers’ purchase intention; Meanwhile, attitude and behavioral perceptual control also have a significant positive impact on purchase intention. This study enriches the relevant theoretical models in live-streaming e-commerce and provides decision-making references for platform providers and broadcasters to develop strategies to enhance consumer purchasing intentions in live-streaming rooms.