The Effect of TikTok Marketing Content Characteristics on Chinese Consumer Reliability and Purchase Intention for Korean Products

Abstract

Purpose – This study aims to analyze, through empirical analysis, how the characteristics of TikTok's content, such as informativeness, entertainment, and empathy, affect the reliability and purchase intention of Korean products directly targeting Chinese consumers. Design/Methodology/Approach – The survey for this study targeted Chinese consumers that had placed an order using TikTok. The questionnaire was completed through Yunju Anxin, a highly reliable online survey company in China, and the questionnaire was sent only through SNS from July 1, 2022 to July 6, 2022. As a result, a total of 518 questionnaire responses were collected, and a total of 512 valid questionnaires were collected by removing questionnaires with missing values ​​and questionnaires judged to be significantly less reliable. Findings – In information, empathy, and entertainment factors, consumer trust, and consumer purchase intention were found to be statistically significant at the significance level of 0.000. In other words, as a result of multiple regression analysis, it was found that all three variables of information, empathy, and entertainment had a significant effect on the reliability of Korean products and consumer purchase intention. Research Implications – It was confirmed that the TikTok marketing of Korean products is an important factor influencing consumer purchase intentions, as in the results of previous studies. TikTok marketing should be operated strategically by utilizing the fact that information, sympathy, and entertainment, which are characteristics of TikTok content, have great influence on product marketing and consumer purchase intention.