Abstract
E-commerce live streaming is a form of business model that sells goods or services directly to consumers through live broadcasts on e-commerce platforms or social media. This study aims to examine the effect of e-commerce live streaming in the Tiktok application on purchase intention and consumer gift giving on Slinkywhite collagen drink products. This study uses a quantitative method by distributing questionnaires with a sample size of 91 people. The analysis method used is Partial Least Square (PLS). Based on the research results, telepresence, guidance shopping, and metavoicing variables have a positive effect on purchase intention and gift giving intention mediated by swift guanxi, while flow variables have no effect on purchase intention and gift giving intention.
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