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Copyright (c) 2026 Kadek Karina Weda Cita, Desak Made Febri Purnama Sari (Author)
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From Emotion to Transaction: How TikTok Live Forges Buyer-Seller Bonds in Fashion
Corresponding Author(s) : Kadek Karina Weda Cita
Jurnal Minds: Manajemen Ide dan Inspirasi,
Vol. 13 No. 1 (2026): June
Abstract
This study aims to examine the influence of search cues and evaluation cues on purchase intention, with emotional engagement as a mediating variable, specifically within Indonesia’s mid-range women’s fashion market on TikTok Live. Using a quantitative causal approach, data were collected via questionnaires from 250 TikTok Live users who engage with mid-range brands such as This Is April, Ecinos, and ShopatVelvet. Data analysis was performed using SEM-PLS. The results indicate that all search cues (streamer attractiveness and co-viewer involvement) and evaluation cues (social pricing and substitutability of personal examination) have a positive and significant effect on emotional engagement. Furthermore, emotional engagement was found to positively influence purchase intention and serve as a partial mediator in the relationship between all independent variables and purchase intention. These findings suggest that enhancing interactive elements and emotional connections during live sessions can significantly optimize digital marketing strategies and drive buying interest.
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- Abd Al-Aziz, A. M., & Metawie, M. (2022). The role of emotions and social influence on consumer purchase intention towards online retailers. International Journal of Science and Management Studies, 240–253. https://doi.org/10.51386/25815946/ijsms-v5i3p128
- Akhmad, U. S. M. (2025). A narrative review of influencer marketing: The role of credibility and emotional engagement in shaping Gen Z’s purchase intentions. https://doi.org/10.64458/asbnic.v2.81
- Akram, U., Junaid, M., Zafar, A. U., Li, Z., & Fan, M. (2021). Online purchase intention in Chinese social commerce platforms: Being emotional or rational? Journal of Retailing and Consumer Services, 63, 102669. https://doi.org/10.1016/j.jretconser.2021.102669
- Ariffin, N. M., & Fikry, A. (2025). A review of anchor or streamer characteristics and impulse purchase decisions in livestreaming commerce. Information Management and Business Review, 17(3[I]), 148–161. https://doi.org/10.22610/imbr.v17i3(i).4657
- Asaro, A. K. (2025). Preferensi konsumen Gen Z terhadap tren customization dalam produk pakaian untuk pengembangan strategi pemasaran. Jurnal Ekonomi, Akuntansi, dan Perpajakan, 2, 312–325. https://doi.org/10.61132/jeap.v2i1.861
- Batara, L. C., & Sugiarto, C. (2024). Exploring the influence of viewers engagement in live shopping: A study on the impact of skepticism and perceived emotional value on purchase intention. International Journal of Science, Technology & Management, 5(3), 576–584. https://doi.org/10.46729/ijstm.v5i3.1097
- Bawack, R. E., Bonhoure, E., Kamdjoug, J. R. K., & Giannakis, M. (2023). How social media live streams affect online buyers: A uses and gratifications perspective. International Journal of Information Management, 70, 102621. https://doi.org/10.1016/j.ijinfomgt.2023.102621
- Baytar, F., Chung, T.-L., & Shin, E. (2020). Evaluating garments in augmented reality when shopping online. Journal of Fashion Marketing and Management. https://doi.org/10.1108/JFMM-05-2018-0077
References
Abd Al-Aziz, A. M., & Metawie, M. (2022). The role of emotions and social influence on consumer purchase intention towards online retailers. International Journal of Science and Management Studies, 240–253. https://doi.org/10.51386/25815946/ijsms-v5i3p128
Akhmad, U. S. M. (2025). A narrative review of influencer marketing: The role of credibility and emotional engagement in shaping Gen Z’s purchase intentions. https://doi.org/10.64458/asbnic.v2.81
Akram, U., Junaid, M., Zafar, A. U., Li, Z., & Fan, M. (2021). Online purchase intention in Chinese social commerce platforms: Being emotional or rational? Journal of Retailing and Consumer Services, 63, 102669. https://doi.org/10.1016/j.jretconser.2021.102669
Ariffin, N. M., & Fikry, A. (2025). A review of anchor or streamer characteristics and impulse purchase decisions in livestreaming commerce. Information Management and Business Review, 17(3[I]), 148–161. https://doi.org/10.22610/imbr.v17i3(i).4657
Asaro, A. K. (2025). Preferensi konsumen Gen Z terhadap tren customization dalam produk pakaian untuk pengembangan strategi pemasaran. Jurnal Ekonomi, Akuntansi, dan Perpajakan, 2, 312–325. https://doi.org/10.61132/jeap.v2i1.861
Batara, L. C., & Sugiarto, C. (2024). Exploring the influence of viewers engagement in live shopping: A study on the impact of skepticism and perceived emotional value on purchase intention. International Journal of Science, Technology & Management, 5(3), 576–584. https://doi.org/10.46729/ijstm.v5i3.1097
Bawack, R. E., Bonhoure, E., Kamdjoug, J. R. K., & Giannakis, M. (2023). How social media live streams affect online buyers: A uses and gratifications perspective. International Journal of Information Management, 70, 102621. https://doi.org/10.1016/j.ijinfomgt.2023.102621
Baytar, F., Chung, T.-L., & Shin, E. (2020). Evaluating garments in augmented reality when shopping online. Journal of Fashion Marketing and Management. https://doi.org/10.1108/JFMM-05-2018-0077