The Impact of TikTok Fashion Haul Videos Towards Generation Z's Purchase Decision in Indonesia

International Journal of Business and Technology Management Pub Date : 2022-10-01 DOI:10.55057/ijbtm.2022.4.3.33

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引用次数: 0

Abstract

The COVID-19 pandemic limits fashion brands’ promotional alternatives. This means digital advertising is now a priority. TikTok is one of the social media that is progressively utilized and has made fashion haul videos more popular. Furthermore, electronic word-of-mouth (eWOM) is vital in the field of promotion. Based on past studies, there are several antecedents of eWOM. However, no research studies have examined potential predictors of eWOM in the context of TikTok fashion haul videos. Moreover, brands are unable to assess platform sales conversion yet. This research aims to assess the effectiveness of TikTok fashion haul videos in affecting generation Z's purchase decisions and identify the factors in TikTok fashion haul videos that attract generation Z's purchase decisions. This research is conducted using a qualitative approach through semi-structured interviews of 13 respondents and a quantitative approach through an online survey with 204 respondents who are from Generation Z who have purchased at least 1 fashion product because of watching TikTok fashion haul videos in the past 1 year. The interview results are analyzed using the open coding method and the survey results are analyzed using the PLS-SEM method. Based on the interview results, six factors can affect generation Z's purchase decisions in Indonesia which include argument quality, source credibility, source attractiveness, source perception, source style, and high TikTok engagement. However, based on the PLS-SEM, the result shows that the purchase decision is driven by information acceptance of TikTok fashion haul videos which is impacted by source style and high TikTok engagement, mediated by intention to use which means TikTok fashion haul videos have a significant impact on Generations Z's purchase decision. The findings will give insight into the factors and effectiveness of TikTok fashion haul videos in affecting Z's purchase decisions to increase sales.

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TikTok时尚视频对印尼Z世代购买决策的影响

新冠肺炎疫情限制了时尚品牌的宣传选择。这意味着数字广告现在是一个优先事项。TikTok是逐渐被使用的社交媒体之一，它使时尚视频更受欢迎。此外，电子口碑(eWOM)在推广领域至关重要。根据以往的研究，eom有几个先例。然而，没有研究调查过TikTok时尚视频背景下eom的潜在预测因素。此外，品牌还无法评估平台销售转化率。本研究旨在评估TikTok时尚视频对Z世代购买决策的影响效果，并确定TikTok时尚视频中吸引Z世代购买决策的因素。本研究采用了定性方法，通过对13名受访者的半结构化访谈和定量方法，通过对204名Z世代受访者的在线调查进行了研究，这些受访者在过去一年中因观看TikTok时尚视频而购买了至少一件时尚产品。访谈结果采用开放编码法进行分析，调查结果采用PLS-SEM法进行分析。根据采访结果，有六个因素会影响Z世代在印度尼西亚的购买决策，包括论点质量、来源可信度、来源吸引力、来源感知、来源风格和高TikTok参与度。然而，基于PLS-SEM的结果显示，购买决策受TikTok时尚视频的信息接受度驱动，受源风格和TikTok高参与度的影响，以使用意愿为中介，这意味着TikTok时尚视频对Z世代的购买决策有显著影响。这一发现将深入了解TikTok时尚视频影响Z购买决策以增加销售额的因素和有效性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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International Journal of Business and Technology Management

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