The Meaning of Shopping Experience in TikTok Live Shopping: A Qualitative Study on Millennial Consumers

Nulthazam Sarah, Nur Fadilah Ayu Sandira, Indri Iswardhani, Sri Astuti Nasir, Rostina Rostina

Abstract


This study explores the meaning of millennial consumers' shopping experience on TikTok live shopping through a phenomenological qualitative approach. The study involved millennial consumers who actively participate in TikTok live shopping to understand the construction of their personal meaning towards the digital shopping experience. The findings reveal that millennial consumers interpret live shopping as a form of experiential consumption that integrates the dimensions of entertainment, social interaction, and commercial transactions. The process of meaning-formation is influenced by real-time interactivity factors, community dynamics, and hedonistic-utilitarian value balance. Consumers develop trust through parasocial relationships with hosts and collective validation of the community. The study identified the transformation of consumer behavior from deliberate decision-making to intuitive purchasing influenced by social and emotional stimuli. Theoretical implications include contributions to the consumer behavior and social commerce literature, while practical implications provide insights for the development of live commerce strategies that are responsive to millennial consumer expectations in the digital marketplace ecosystem.


Keywords


Live Shopping, Millennial Consumers, Social Commerce

Full Text:

PDF

References


Amirah, N., Risandi, A., & Aprillia, A. (2025). Eksplorasi Hedonic dan Utilitarian Value dalam Meningkatkan Niat Pembelian Konsumenive Streaming TikTok. JIIP (Jurnal Ilmiah Ilmu Pendidikan), 8(5), 5186–5191.

Bray, G. A. (2024). TikTok Live Shopping and E-Commerce Integration: Seamless Shopping Experiences. Law and Economy, 3(2), 1–5. https://doi.org/10.56397/le.2024.02.01

Hamid, N., Hapsari, I., & Wani, S. (2024). Stuck in the Experience: How Tiktok Shop Leverages Perceived Interactivity, Immersion, and Enjoyment in Purchase Decisions. Jurnal Manajemen Dan Kewirausahaan, 12(2), 123–131.

Haniyah, N., & Andriani, M. (2025). Pengaruh Perceived Value Tiktok Live melalui Customer Engagement pada Gen-Z di Jabodetabek. Jurnal Ekonomi, Manajemen, Dan Perbankan, 11(1), 99–118.

He, W., Bahtar, A. Z., & Karim, R. A. (2024). Conceptualizing Customer Trust Formation in TikTok Live Shopping: An IT Affordance Lens. Journal of System and Management Sciences, 6798, 8825–8836. https://doi.org/10.33168/jsms.2024.0816

Herniati, N. P. (2020). Mengungkap Perilaku Belanja ImpulsifGen Z Indonesia pada E- Commerce Tiktok Shop. TheManager Review, 7(1), 31–62.

Lawrence, C., & Meivitawanli, B. (2023). The Role of Parasocial Relationships, Congruence and Source Credibility in Indonesia: A Study on Tiktok Live Streaming Commerce in the Cosmetics Industry. Australasian Accounting, Business and Finance Journal, 17(5), 39–51. https://doi.org/10.14453/aabfj.v17i5.05

Lin, Q., & Nuangjamnong, C. (2022). Exploring the Role of Influencers and Customer Engagement on Purchase Intention in TikTok Live Streaming Shopping. International Journal of Social Sciences and Humanities Invention, 9(12), 7469–7498. https://doi.org/10.18535/ijsshi/v9i012.04

Nasir, A., Nurjana, Shah, K., Sirodj, R. A., & Afgani, M. W. (2023). Pendekatan Fenomenologi Dalam Penelitian Kualitatif. INNOVATIVE: Journal Of Social Science Research, 3(5), 4445–4451. https://j-innovative.org/index.php/Innovative%0APendekatan

Oktavianti, A. R., Priharsari, D., & Purnomo, W. (2023). Pengaruh Streamer Product Knowledge dan Streamer Image Terhadap Minat Beli Konsumen pada Live Shopping. Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer, 7(3), 1086–1092. http://j-ptiik.ub.ac.id

Prasetyorini, E., & Suprajang, S. E. (2023). TIKTOK SHOP: CONSUMER CULTURE TRANSFORMATION IN THE ERA OF SOCIAL MEDIA. Diversity Logic Journal Multidisciplinary, 1(2), 56–61. https://doi.org/http://dx.doi.org/10.61543/div.v1i2.31

Putra, A. M., & Hayadi, I. (2024). The Effect of Live Streaming on Impulse Buying from an Affordance Perspective on Tiktok Platform. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(1), 331–342. https://doi.org/10.37676/ekombis.v12i1.5056

Widiani, I. G. A. A. D., & Maradona, A. F. (2024). Investigate Live Streaming Commerce on Tiktok as Trends New Online Shopping: Exploration Perception and Intention Consumer. International Journal of Science and Society, 6(2), 732–744.

Yuxuan, L. (2025). The Impact of Influencer Trustworthiness and Credibility on Customer Repurchase Intention for Tourism Packages in TikTok Live Streaming in China. Journal of Information Systems Engineering and Management, 10(3). https://doi.org/https://www.jisem-journal.com/

Zulkarnaen, Z., & Hermawan, A. (2025). Social Commerce 2 . 0 : TikTok Shop dan Masa Depan Belanja Digital. Riset Ilmu Manajemen Bisnis Dan Akuntansi, 3(2), 285–295. https://doi.org/https://doi.org/10.61132/rimba.v3i2.1791




DOI: http://dx.doi.org/10.58258/bisnis.v4i3.9115

Refbacks

  • There are currently no refbacks.


Lisensi Creative Commons
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional.

Bussiness Management
p-ISSN: 2828-8203, e-ISSN: 2828-7606
Jurnal ini diterbitkan oleh Lembaga Penelitian dan Pendidikan (LPP) Mandala.

Alamat: Jl. Lingkar Selatan, Perum Elit kota Mataram Asri Blok O. No. 35, Jempong Baru, Sekarbela, Kota Mataram NTB. Indonesia