Effects of Live Streaming Proneness, Engagement and Intelligent Recommendation on Users' Purchase Intention in Short Video Community: Take TikTok (DouYin) Online Courses as an Example

Shopping through short video communities has become a new trend, but few currently understand users' purchase intention toward TikTok online courses. This research developed a purchasing intention model of TikTok online courses by extending the technology acceptance model. This study used a questionnaire survey method and collected 413 valid questionnaires. Partial least squares structural equation modeling (PLS-SEM) was adopted to test the hypotheses and found: (1) perceived usefulness and ease of use positively affect perceived value. Free trial negatively affects perceived cost. Perceived usefulness, perceived ease of use, and free trial indirectly affect purchase intention through two mediation variables; (2) live streaming proneness, live streaming engagement, and perceived value positively affect purchase intention, while the perceived cost will negatively affect purchase intention; (3) an exciting conclusion is that intelligent recommendation positively moderates the relationship between perceived value and live streaming engagement with purchase intention, but intelligent recommendation negatively moderates the relationship between perceived cost and purchase intention. These findings make theoretical contributions and provide managerial insights based on empirical results for short video community purchase intentions.