Content matters! The effects of TikTok (Douyin) short video content on flow experience, trust, and purchase intention from the signaling theory perspective
Short video commerce has become increasingly popular among consumers, creating a novel environment to reshape the consumer shopping experience. However, limited research have focused on the consumer shopping experience in the TikTok (Douyin) context. Combining stimulus-organism-response (S-O-R) mode...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University Malaysia Sarawak
2024
|
| Online Access: | http://psasir.upm.edu.my/id/eprint/119220/ http://psasir.upm.edu.my/id/eprint/119220/1/119220.pdf |