Analysis of consumer shopping motivation on TikTok live streaming using the SEM-SmartPLS test approach

The development of TikTok live streaming has driven changes in consumer shopping behavior in social media-based e-commerce, particularly through informative, persuasive, and entertaining real-time interactions. This study aims to analyze consumer shopping motivation on TikTok live streaming by examining the influence of seller characteristics, streaming platform, and performance on purchase motivation through customer perceived value. This study uses a quantitative approach with the Structural E