Purpose

The purpose of this paper is to examine how different types of user experience in TikTok impact purchase intention via commitment to the influencer and commitment to the platform, with customer type included to determine moderating effects. Three types of user experience are considered: information experience, entertainment experience and parasocial-relationship-based experience.

Design/methodology/approach

This study collected 458 valid questionnaires from TikTok users, employing the structural equation modeling approach to examine the proposed research model.

Findings

Information experience, entertainment experience and parasocial-relationship-based experience are found to critically stimulate user commitment to the influencer and commitment to the platform, in turn driving TikTok-based purchase intention. Tests incorporating customer type reveal that commitment to the influencer more strongly influences the purchase intention of repeat customers, with commitment to the platform more likely to stimulate purchase intention among potential customers.

Research limitations/implications

On a theoretical level, the paper is among the first to examine TikTok-based user purchase intention with customer type as a moderator. On a practical level, the results can guide marketers to effectively promote products using TikTok and inspire TikTok managers to develop customized strategies to stimulate initial and repeat sales.

Originality/value

TikTok is moving to the stage of commercialization and monetization by introducing e-commerce features. Although this move should cultivate particularly fertile ground for companies to sell products, TikTok user purchase behavior has yet to receive sufficient research attention, with little currently known about their purchase motivations. The current study uncovers the significant antecedents of users' purchase intention through TikTok, and further reveals the motivational differences among potential and repeat customers.

中文翻译：

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影响TikTok用户购买意愿的因素：潜在客户与回头客的比较

目的

本文的目的是研究 TikTok 中不同类型的用户体验如何通过对影响者的承诺和对平台的承诺影响购买意愿，其中包括客户类型以确定调节效应。考虑三种类型的用户体验：信息体验、娱乐体验和基于准社会关系的体验。

设计/方法论/途径

本研究收集了 TikTok 用户的 458 份有效问卷，采用结构方程建模方法检验所提出的研究模型。

发现

研究发现，信息体验、娱乐体验和基于准社交关系的体验能够极大地刺激用户对影响者的承诺和对平台的承诺，进而推动基于 TikTok 的购买意愿。结合客户类型的测试表明，对影响者的承诺对回头客的购买意向影响更大，而对平台的承诺更有可能激发潜在客户的购买意向。

研究局限性/影响

在理论层面上，该论文是最早以客户类型为调节因素来检验基于 TikTok 的用户购买意愿的论文之一。在实践层面上，研究结果可以指导营销人员利用 TikTok 有效推广产品，并激励 TikTok 管理者制定定制策略以刺激首次销售和重复销售。

原创性/价值

TikTok通过引入电商功能，正在走向商业化和变现阶段。尽管此举应该为公司销售产品培育特别肥沃的土壤，但 TikTok 用户的购买行为尚未得到足够的研究关注，目前对他们的购买动机知之甚少。目前的研究揭示了用户通过 TikTok 购买意愿的重要前因，并进一步揭示了潜在客户和回头客之间的动机差异。