Antecedents of purchase intentions in digital marketing: A case of TikTok shop

Abstract

This study investigates the antecedents of purchase intentions on TikTok Shop, utilizing Uses and Gratification (U&G) Theory to analyze the impact of entertainment, informativeness, cost savings and attractiveness on student purchase intentions. The study gathered responses from 357 students through an online survey and analyzed the data using Partial Least Squares Structural Equation Modelling. The results indicate that entertainment, comprehensive informative content and visual appeal significantly influence purchase intention, while cost savings show negligible influence. These results highlight the principal role of engaging and informative content over financial incentives in shaping purchase intention within the digital marketplace environment. This study contributes to the digital marketing literature by contextualizing Uses and Gratification Theory within TikTok Shop, offering a comprehensive understanding of how gratification factors influence this specific demographic group on emerging digital platforms. However, the limitations of the study, given its single institution focus, and lack of generalization, warrant further research. Therefore, future studies should expand the coverage and consider moderating variables such as product type, age, income level and shopping goals.