Factors Influencing Consumers’ Continuous Purchase Intentions on TikTok: An Examination from the Uses and Gratifications (U&amp;G) Theory Perspective

Wang, Jing; Oh, Jay In

doi:10.3390/su151310028

Cited by 3 publications

(1 citation statement)

References 93 publications

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“…It describes the extent to which a medium can help users to communicate clearly and efficiently (Cheng & Jiang, 2020). In the case of social media, for example, this dimension represents the perception of using a technologically innovative platform (Wang & Oh, 2023).…”

Section: Media Appealmentioning

confidence: 99%

Purchase intentions in a chatbot environment: An examination of the effects of customer experience

Martínez Puertas,

Illescas Manzano,

Segovia López

et al. 2024

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Research background: Chatbots represent valuable technological tools that allow companies to improve customer experiences, meet their expectations in real time, and provide them with personalized assistance. They have contributed to the transformation of conventional customer service models into online solutions, offering accessibility and efficiency through their integration across various digital platforms. Nevertheless, the existing literature is limited in terms of exploring the potential of chatbots in business communication and studying their impact on the customer's response. Purpose of the article: The main objective of this study is to examine how consumers perceive chatbots as customer service devices. In particular, the paper aims to analyze the influence of the dimensions of “Information”, “Entertainment”, “Media Appeal”, “Social Presence” and “Risk for Privacy” on the “Customer Experience” and the latter on the “Purchase Intention”, under the consideration of the Uses and Gratifications Theory. Moderations due to Chatbot Usage Frequency for some of the relationships proposed are also analyzed. Methods: An empirical study was performed through a questionnaire to Spanish consumers. The statistical data analysis was conducted with R software through the lavaan package. To test the hypotheses from the conceptual model a structural equation modelling approach was adopted. Findings & value added: The results obtained identify the main characteristics of chatbots that can support brands to effectively develop their virtual assistants in order to manage their relational communication strategies and enhance their value proposal through the online customer journey. Findings demonstrate the contribution that chatbot dimensions make to the online consumer experience and its impact on the purchase intention, with the consideration of the moderating effect exercised by the user's level of experience (novice vs. experienced) with the use of chatbots. Regarding managerial implications, this research offers recommendations for e-commerce professionals to manage chatbots more effectively. The “Entertainment” and “Social Presence” dimensions can be operationalized at a visual (e.g., appearance of the avatar and text box, use of designs aligned with the website) and textual level (e.g., style and tone of voice, use of expressions typical of the target audience) to generate a feeling of proximity with the chatbot and facilitate its adoption. “Media Appeal” requires that the chatbot be easy to use, effective, and accessible, to facilitate its usability. Finally, mitigation of “Privacy Risk” concerns should be achieved by presenting an appropriate privacy policy and requesting permission for the use of customers’ private information.

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Section: Media Appealmentioning

confidence: 99%

Purchase intentions in a chatbot environment: An examination of the effects of customer experience

Martínez Puertas,

Illescas Manzano,

Segovia López

et al. 2024

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Navigating the Stream: Unveiling the Factors Shaping Consumer Purchase Intention in Live Streaming Shopping on Social Media Platforms

Sarker,

Dwivedi

2023

IFIP Advances in Information and Communication Technology

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Análisis de las oportunidades informativas de Tik Tok para la audiencia jove

Zazo Correa,

Martínez-Fresneda Osorio

2024

RLCS

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Introducción: Esta investigación aborda el uso informativo de TikTok, una de las redes sociales que más ha crecido en número de usuarios en 2023. Su fórmula de visualización provoca un consumo rápido y directo lo que supone la viralización de sus contenidos. Esto ha provocado que los medios de comunicación comiencen a trabajar las posibilidades que tiene como soporte informativo. Metodología: En primer lugar, se ha optado por un estudio descriptivo a través de una encuesta con una muestra no probabilística para conocer los hábitos de consumo de los jóvenes. Y, en segundo lugar, se ha llevado a cabo un análisis de contenido de cuatro perfiles de TikTok relacionados directamente con la difusión de noticias: El Mundo, El País, ac2alityespanol y La Wikly. Resultados: El 36% usa esta red para informarse y la mayoría valora que el perfil pertenezca a una persona joven. Asimismo, el 89% afirma que TikTok es un soporte adecuado para transmitir información con una credibilidad media, siendo la brevedad e inmediatez del mensaje las características que mejor definen esta plataforma. Hay que señalar que la mayoría contempla TikTok como una red para el entretenimiento. Discusión y conclusiones: Un amplio porcentaje de jóvenes usa TikTok para informarse, tanto a través de perfiles de medios nativos como de medios de comunicación tradicionales. Con respecto al contenido, la producción específica es mucho mayor en los medios tradicionales y, en ambos tipos de perfiles, el principal contenido que se aborda es información de carácter internacional.

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Factors Influencing Consumers’ Continuous Purchase Intentions on TikTok: An Examination from the Uses and Gratifications (U&G) Theory Perspective

Cited by 3 publications

References 93 publications

Purchase intentions in a chatbot environment: An examination of the effects of customer experience

Purchase intentions in a chatbot environment: An examination of the effects of customer experience

Navigating the Stream: Unveiling the Factors Shaping Consumer Purchase Intention in Live Streaming Shopping on Social Media Platforms

Análisis de las oportunidades informativas de Tik Tok para la audiencia jove

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