THE PARADOX OF TRUST IN TIKTOK LIVE SHOPPING: AN EXPLORATION FROM TAM-TPB PERSPECTIVES ON YOUNG INDONESIAN CONSUMERS' BEHAVIOR

This study integrates the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM) to investigate factors influencing young Indonesian customers' purchasing interest in TikTok Shop live streaming. Survey data from 346 respondents aged 18–36 were analysed using partial least squares structural equation modelling (PLS-SEM). Findings reveal that attitude significantly mediates the effect of trust on purchase intention, outperforming technology factors, with perceived usefulness emerging as the weakest predictor, signalling a shift towards hedonistic shoppertainment. Notably, perceived ease of use and trust exert considerably stronger direct influences on attitude, yet their ultimate impact on purchase intention is channelled largely through a positive attitude. The model demonstrates strong predictive relevance, confirming that emotional engagement and a sense of security drive behaviour more than functional utility. Gender does not moderate the trust-attitude relationship, indicating a universal psychological mechanism across young Indonesian consumers. This study identifies a utility paradox in Indonesian social commerce, extending TAM-TPB integration with empirical evidence from live streaming commerce.