The Mediating Role of Online Customer Reviews on Purchase Decisions: Exploring the Impact of Live Shopping Features and Content Marketing

The advancement of the digital age has transformed consumer behavior. However, alongside the convenience of information accessibility and the rise of e-commerce platforms such as TikTok Shop, a new paradox has arisen in the purchase decision-making process. Interactive elements such as live shopping and content marketing provide a more intriguing and compelling shopping experience. Conversely, buyers see an overwhelming amount of information that is not necessarily reliable, casting doubt on the legitimacy of items and user evaluations. This study seeks to examine the impact of live shopping features and content marketing on the purchasing decisions of TikTok Shop customers, with online customer reviews serving as a mediating variable that may enhance or diminish this effect. The used methodology is a quantitative approach utilizing Structural Equation Modeling (SEM) via SmartPLS 4, based on a sample of 355 respondents who are TikTok Shop customers in West Java. The research findings indicate that while the live shopping feature and content marketing substantially impact purchase decisions, customer trust remains heavily influenced by the quality and trustworthiness of online customer reviews.