This research shows that live streaming is an example of technological development in the marketing field, where there is uniqueness in the digitization strategy. This study analyzes how product information quality (PIQ), streamer information quality (SIQ), and streamer credibility (SC) influence the desire to watch in the context of live streaming on social media. Perceived enjoyment and social presence are mediating variables in deciding whether or not to follow the platform. This study uses mean and chain theory to identify customer decision characteristics. For this reason, in selling goods in live streaming, a communicative, dexterous, reliable seller (streamer) is needed, and of course with product information that has been tested for quality. The research uses quantitative methods by distributing questionnaires through google form media online. Assisted with data processing through IBM SPSS Statistics 24 and SEM- Partial Least Square (PLS) and a target sample size of 223 respondents. This study adds to the theoretical study of livestreaming shopping behavior, which differs from traditional shopping. The practical implication is that in live streaming, information quality is not enough to create social presence, so the ability to create social presence must be considered in online marketing strategies because shopping needs to be a memorable shopping experience.