Title: The Factors Influencing Consumers’ Purchase Intentions on Short Video E-commerce Platforms – A Case Study of Tiktok Shop
Author: Cui Lufei
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.307-317) Click PDF
Abstract
Online consumers have gradually become accustomed to watching short videos or live streams provided by e-commerce platforms to gain a more comprehensive understanding of products before making purchase decisions. This behavior reflects the powerful influence that short video platforms have in enhancing consumers’ purchase intentions. Therefore, short video e-commerce platforms must carefully consider the needs and adopt targeted strategies to stimulate and enhance consumer purchase intentions. This study took TikTok Shop as a case study and formulated the following research objectives: 1) To explore the influence of perceived value on consumers’ purchase intentions on Tiktok Shop platform; 2) To explore the influence of platform credibility on consumers’ purchase intentions on Tiktok Shop platform and 3) To explore the influence of opinion leaders on consumers’ purchase intentions on Tiktok Shop platform.
The study employed a quantitative analysis to test the hypotheses. Based on 449 valid questionnaires, the results showed that perceived value, platform credibility, and opinion leaders positively influence consumers’ purchase intentions on Tiktok Shop platform.
Enhancing consumers’ purchase intentions can be done by 1) enhancing user content creation skills to improve the quality of short video content, 2) strengthening information review regulations to raise overall content quality, and 3) strictly controlling information sources to increase source credibility.
Keywords: consumers’ purchase intention, short video e-commerce platforms, perceived value, platform credibility, opinion leaders
The Factors Influencing Consumers’ Purchase Intentions on Short Video E-commerce Platforms – A Case Study of Tiktok Shop /
6317195887 Cui Lufei 2567 (2024) The Factors Influencing Consumers’ Purchase Intentions on Short Video E-commerce Platforms – A Case Study of Tiktok Shop สารนิพนธ์ (Independent Study), Advisor: Assoc. Prof. Dr. Qiu Chao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University