Background: The traditional way of product promotion is no longer enough to attract the emerging consumer class; high-quality short video platforms have brought more business opportunities and dividends, providing a new channel for product marketing and promotion. The short video platform of TikTok has strong traffic attributes and intuitive product presentation, and many brands and merchants have shifted their product marketing and promotion positions here. However, brands and merchants lack a deep understanding of the internal mechanism of the influence of TikTok's short videos on the purchase intention of the consumer, cannot grasp the pain points of consumers' demand well, and lack attention to the online shopping experience of consumers. The existing researches mainly analyze the marketing strategies of short videos, and there are insufficient researches on consumers' purchase intention in the context of short videos on TikTok. Purpose: This thesis takes the consumer of TikTok short videos as the research object. Based on SOR theory, three main characteristics of TikTok short videos are selected as independent variables: entertainment, interactivity, and personalization. Meanwhile, social presence is introduced as the intermediary variable to explore the mechanism of influence of TikTok short videos' characteristics on consumers' purchase intention. Method: In this thesis, the questionnaire survey method was used to collect data, and 207 valid questionnaires were collected. Finally, SPSS26.0 statistical analysis software was used to process and analyze the data. Conclusion: The empirical results show that: (1) the entertainment, interactivity, and individuation of TikTok short videos have a positive impact on the purchase intention of the consumer; (2) TikTok short video entertainment, interactive, personalized positive impact on the consumer's sense of social presence; (3) Social presence plays a partial mediating role in the influence of entertainment, interactivity and personalization on purchase intention. According to the research conclusions, this thesis puts forward relevant suggestions for guiding enterprises to use short video platforms to carry out targeted and efficient precision marketing, stimulate the consumer's purchase intention, and maximize the use of short video as a differentiated marketing tool to cultivate their core competitiveness.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-64568 |
| Date | January 2024 |
| Creators | Jing, Wu, Nguyen, Thi Thu Hoai |
| Publisher | Jönköping University, IHH, Företagsekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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