Factors Influencing Purchase Decision: A Case Study of Tiktok Video Streaming Platform.

Abstract

Purpose – This study aims to explore the influencing purchase decisions on the TikTok video streaming platform. It seeks to understand the impact of various elements such as influencer and celebrity marketing, perceived product quality and price, individual and social attitudes, and brand image on consumer behavior within the TikTok context. Design/Methodology/Approach – The study employs a quantitative research design, employing surveys to collect data from 355 TikTok users. Multiple linear regression is utilized to analyze the relationships between influencers, product perceptions, attitudes, brand image, and purchase decisions. The study's approach combines descriptive and inferential analyses to explore the factors influencing purchase decisions on the TikTok platform. Findings – The findings of this study reveal that influencer and celebrity marketing significantly impact purchase decisions on TikTok. Users tend to be influenced by the recommendations and endorsements of popular influencers and celebrities on the platform. Moreover, perceived product quality and price play a crucial role in shaping consumer decisions. The study also identifies the importance of individual and social attitudes in driving purchase behavior on TikTok. Additionally, brand image emerges as a critical factor, with dimensions such as reliability, trustworthiness, innovation, social responsibility, and uniqueness influencing consumer perceptions and purchase decisions. Research Limitations/Implications – This study's limitations include potential bias in self-reported data and a single platform focus. Future research could consider diverse platforms and employ complementary methodologies for a comprehensive understanding. Originality/value - This study contributes to the existing literature by providing insights into the factors that influence purchase decisions specifically within the TikTok context. The research highlights the importance of influencer marketing, product quality and price, individual and social attitudes, and brand image in shaping consumer behavior. The findings offer valuable implications for marketers and businesses seeking to optimize their marketing strategies on TikTok and other social media platforms.