eWOM via the TikTok application and its influence on the purchase intention of somethinc products

IF 5.5 Q1 MANAGEMENT

Asia Pacific Management Review Pub Date : 2023-06-01 DOI:10.1016/j.apmrv.2022.07.007

Indrawati , Prily Calista Putri Yones , Saravanan Muthaiyah

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引用次数: 15

Abstract

Global data has indicated prevalent growth of online purchases of consumer goods where multiple purchase decisions have been influenced by peer reviews by web users particularly from the influence of social media. Social media has replaced traditional word-of-mouth and introduced a new phenomenon i.e. electronic word-of-mouth (eWOM). TikTok has become one of the trending social media platforms with beauty content within its application. Somethinc is one of the brands that is being viewed mostly on this application. This study aims to better understand the influence of eWOM by virtue of the TikTok application on purchase intention of Somethinc. To understand the influence of eWOM, we applied the information adoption model as the model had been widely used in previous eWOM studies. The information quantity variable was added to the information adoption model. We collected data from 403 respondents administered through a Google Form survey that had several criteria. PLS-SEM using Smart PLS was chosen for data analysis. We found that information adoption positively and significantly influences purchase intention. The model was able to predict the purchase intention of Somethinc accurately by 21.1%.

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通过TikTok应用程序的eom及其对某些产品购买意愿的影响

全球数据表明，消费品在线购买的普遍增长，其中多次购买决策受到网络用户的同行评论的影响，特别是受到社交媒体的影响。社交媒体已经取代了传统的口碑传播，并引入了一种新的现象，即电子口碑传播(eom)。TikTok已成为热门社交媒体平台之一，其应用程序中包含美容内容。某事是在此应用程序上被浏览最多的品牌之一。本研究旨在更好地了解通过TikTok应用产生的eom对某物购买意愿的影响。为了更好地理解eowm的影响，我们采用了信息采纳模型，因为该模型在以往的eowm研究中被广泛使用。在信息采纳模型中加入信息量变量。我们通过Google表单调查收集了403名受访者的数据，该调查有几个标准。采用Smart PLS的PLS- sem进行数据分析。我们发现信息采纳对购买意愿有显著的正向影响。该模型预测某物购买意向的准确率为21.1%。

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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来源期刊

Asia Pacific Management Review MANAGEMENT-

CiteScore

8.00

自引率

4.50%

发文量

期刊介绍： Asia Pacific Management Review (APMR), peer-reviewed and published quarterly, pursues to publish original and high quality research articles and notes that contribute to build empirical and theoretical understanding for concerning strategy and management aspects in business and activities. Meanwhile, we also seek to publish short communications and opinions addressing issues of current concern to managers in regards to within and between the Asia-Pacific region. The covered domains but not limited to, such as accounting, finance, marketing, decision analysis and operation management, human resource management, information management, international business management, logistic and supply chain management, quantitative and research methods, strategic and business management, and tourism management, are suitable for publication in the APMR.