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Publicação
How TikTok Influences Purchase Intention: The Role of Purchase Condition, Perceived Personalization and Emotional Engagement
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| 2.89 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
TikTok has become a relevant platform for product discovery, where short videos present
users with highly personalized and emotionally appealing content. The present study explores
how purchase condition (planned vs. impulsive) affects purchase intention in this context and
investigates the roles of perceived personalization (as a mediator) and emotional involvement
(as a moderator) in this relationship. A between-subjects experimental design was conducted
with 226 participants, who were randomly assigned to planned or impulsive purchase
scenarios. The results indicate that purchase condition significantly influences purchase
intention, with greater overall intention present in impulsive contexts. Perceived
personalization also partially mediates this impact, supporting the importance of content
perceived as personalized to the user. Although emotional engagement did not moderate the
direct connection between purchase condition and purchase intention, it did influence how
perceived personalization was seen, particularly in impulsive conditions. These results
contribute to a better understanding of consumer decision-making on social media platforms,
like TikTok, where perceptual and affective processes play a central role in shaping consumer
behavior.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Consumer behavior emotional engagement purchase intention perceived personalization social media