Informativeness and Inspiration in TikTok Live Streaming toward Offline Purchase Intention

Abstract

The rapid expansion of social media, particularly TikTok Live Streaming, has reshaped consumer–brand interactions by enabling real-time engagement between influencers, products, and audiences. Despite its growing relevance, limited empirical evidence explains how live streaming activities stimulate offline purchase intention through consumers’ psychological mechanisms. This study investigates the effects of informativeness and customer inspiration on offline purchase intention, incorporating attitude toward influencer and attitude toward product as mediating variables within the Stimulus-Organism-Response framework. A quantitative survey was conducted among 300 TikTok users in Yogyakarta who had experienced product promotions via live streaming. Data were collected using convenience sampling and analyzed through structural equation modeling. Results demonstrate that informativeness and customer inspiration significantly enhance attitudes toward influencer and product, which subsequently drive offline purchase intention. Both mediators are confirmed to play crucial roles in linking digital stimuli to behavioral responses. The findings extend the Stimulus-Organism-Response framework by highlighting the psychological pathways from live streaming engagement to offline purchasing behavior. Practically, the study suggests that marketers should design TikTok Live Streaming strategies that combine informative content with inspiring experiences to foster positive consumer attitudes and encourage offline transactions.