Tumiwa, JohanVu, Hoang Phuong Nhi2024-12-202024-12-202024-10-28https://hdl.handle.net/2437/384160This research explores the impact of live streaming on online shopping, building on prior studies that examined factors such as trust, behavioral intention, influencer marketing, and perceived risk. Expanding this scope, the study investigates new factors like live streamer, price perception, and scarcity persuasion to determine their effects on consumers' perceived value and purchase intention on TikTok. Using quantitative methods and an online questionnaire, data from TikTok users were analyzed through SPSS, including reliability testing, exploratory factor analysis, correlation, regression and Sobel test. Results reveal that live streamer, price perception, and scarcity tactics significantly influence perceived value and purchase intention, offering valuable insights for businesses seeking to optimize live streaming strategies. However, limitations include a small sample size and a lack of focus on demographic factors like age and income. Future research should expand the sample and examine cultural and social factors for a comprehensive view of live stream-driven consumer behavior.86 p.enTikTokLivestreamingPrice PerceptionPurchase IntentionVietnamEconomicsHozzáférhető a 2022 decemberi felsőoktatási törvénymódosítás értelmében.