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Factors influencing TikTok-based user purchase intention: comparison between potential customers and repeat customers

Factors influencing TikTok-based user purchase intention: comparison between potential customers... The purpose of this paper is to examine how different types of user experience in TikTok impact purchase intention via commitment to the influencer and commitment to the platform, with customer type included to determine moderating effects. Three types of user experience are considered: information experience, entertainment experience and parasocial-relationship-based experience.Design/methodology/approachThis study collected 458 valid questionnaires from TikTok users, employing the structural equation modeling approach to examine the proposed research model.FindingsInformation experience, entertainment experience and parasocial-relationship-based experience are found to critically stimulate user commitment to the influencer and commitment to the platform, in turn driving TikTok-based purchase intention. Tests incorporating customer type reveal that commitment to the influencer more strongly influences the purchase intention of repeat customers, with commitment to the platform more likely to stimulate purchase intention among potential customers.Research limitations/implicationsOn a theoretical level, the paper is among the first to examine TikTok-based user purchase intention with customer type as a moderator. On a practical level, the results can guide marketers to effectively promote products using TikTok and inspire TikTok managers to develop customized strategies to stimulate initial and repeat sales.Originality/valueTikTok is moving to the stage of commercialization and monetization by introducing e-commerce features. Although this move should cultivate particularly fertile ground for companies to sell products, TikTok user purchase behavior has yet to receive sufficient research attention, with little currently known about their purchase motivations. The current study uncovers the significant antecedents of users' purchase intention through TikTok, and further reveals the motivational differences among potential and repeat customers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Factors influencing TikTok-based user purchase intention: comparison between potential customers and repeat customers

Zhao, Hongying; Wagner, Christian
Internet Research , Volume 34 (6): 31 – Nov 25, 2024
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References (95)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1066-2243
DOI
10.1108/intr-07-2022-0542
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to examine how different types of user experience in TikTok impact purchase intention via commitment to the influencer and commitment to the platform, with customer type included to determine moderating effects. Three types of user experience are considered: information experience, entertainment experience and parasocial-relationship-based experience.Design/methodology/approachThis study collected 458 valid questionnaires from TikTok users, employing the structural equation modeling approach to examine the proposed research model.FindingsInformation experience, entertainment experience and parasocial-relationship-based experience are found to critically stimulate user commitment to the influencer and commitment to the platform, in turn driving TikTok-based purchase intention. Tests incorporating customer type reveal that commitment to the influencer more strongly influences the purchase intention of repeat customers, with commitment to the platform more likely to stimulate purchase intention among potential customers.Research limitations/implicationsOn a theoretical level, the paper is among the first to examine TikTok-based user purchase intention with customer type as a moderator. On a practical level, the results can guide marketers to effectively promote products using TikTok and inspire TikTok managers to develop customized strategies to stimulate initial and repeat sales.Originality/valueTikTok is moving to the stage of commercialization and monetization by introducing e-commerce features. Although this move should cultivate particularly fertile ground for companies to sell products, TikTok user purchase behavior has yet to receive sufficient research attention, with little currently known about their purchase motivations. The current study uncovers the significant antecedents of users' purchase intention through TikTok, and further reveals the motivational differences among potential and repeat customers.

Journal

Internet Research – Emerald Publishing

Published: Nov 25, 2024

Keywords: TikTok; Purchase intention; Commitment; User experience; Customer types

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