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: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
University Malaysia Sarawak
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/119220/ http://psasir.upm.edu.my/id/eprint/119220/1/119220.pdf |
| _version_ | 1848867907048570880 |
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| author | Ng, Siew Imm Kamal Basha, Norazlyn Qiao, Lin Ling Ying, Xia Li |
| author_facet | Ng, Siew Imm Kamal Basha, Norazlyn Qiao, Lin Ling Ying, Xia Li |
| author_sort | Ng, Siew Imm |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | 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) model with the signaling theory, this study focuses on how the TikTok short video content attributes function as signals that can drive flow experience and trust, thus inducing buying behaviors. A survey of 322 Generation Y TikTok shoppers in mainland China was conducted. The results of the PLS-SEM study revealed that content diagnosticity, vicarious expression, online reviews, and authenticity significantly influenced the flow experience. However, online reviews and authenticity did not positively impact on consumer trust. Lastly, flow experience and trust were found to mediate the influence of short video content on purchase intention. These findings offer theoretical and practical insights, emphasizing the significance of short video content. |
| first_indexed | 2025-11-15T14:43:57Z |
| format | Article |
| id | upm-119220 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:43:57Z |
| publishDate | 2024 |
| publisher | University Malaysia Sarawak |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1192202025-08-11T01:40:41Z http://psasir.upm.edu.my/id/eprint/119220/ Content matters! The effects of TikTok (Douyin) short video content on flow experience, trust, and purchase intention from the signaling theory perspective Ng, Siew Imm Kamal Basha, Norazlyn Qiao, Lin Ling Ying, Xia Li 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) model with the signaling theory, this study focuses on how the TikTok short video content attributes function as signals that can drive flow experience and trust, thus inducing buying behaviors. A survey of 322 Generation Y TikTok shoppers in mainland China was conducted. The results of the PLS-SEM study revealed that content diagnosticity, vicarious expression, online reviews, and authenticity significantly influenced the flow experience. However, online reviews and authenticity did not positively impact on consumer trust. Lastly, flow experience and trust were found to mediate the influence of short video content on purchase intention. These findings offer theoretical and practical insights, emphasizing the significance of short video content. University Malaysia Sarawak 2024 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/119220/1/119220.pdf Ng, Siew Imm and Kamal Basha, Norazlyn and Qiao, Lin Ling and Ying, Xia Li (2024) Content matters! The effects of TikTok (Douyin) short video content on flow experience, trust, and purchase intention from the signaling theory perspective. Journal of Marketing Advances and Pratices, 6 (1). pp. 53-78. ISSN 2682-8170 https://ajbir.org/assets/document/JAMP/volume6_issue1_2024/02-Content-Matters-The-Effects-of-TikTok-(Douyin)-Short-Video-Content-on-Flow-Experience-Trust-and-Purchase-Intention-From-the-Signaling-Theory-Perspective.pdf |
| spellingShingle | Ng, Siew Imm Kamal Basha, Norazlyn Qiao, Lin Ling Ying, Xia Li Content matters! The effects of TikTok (Douyin) short video content on flow experience, trust, and purchase intention from the signaling theory perspective |
| title | Content matters! The effects of TikTok (Douyin) short video content on flow experience, trust, and purchase intention from the signaling theory perspective |
| title_full | Content matters! The effects of TikTok (Douyin) short video content on flow experience, trust, and purchase intention from the signaling theory perspective |
| title_fullStr | Content matters! The effects of TikTok (Douyin) short video content on flow experience, trust, and purchase intention from the signaling theory perspective |
| title_full_unstemmed | Content matters! The effects of TikTok (Douyin) short video content on flow experience, trust, and purchase intention from the signaling theory perspective |
| title_short | Content matters! The effects of TikTok (Douyin) short video content on flow experience, trust, and purchase intention from the signaling theory perspective |
| title_sort | content matters! the effects of tiktok (douyin) short video content on flow experience, trust, and purchase intention from the signaling theory perspective |
| url | http://psasir.upm.edu.my/id/eprint/119220/ http://psasir.upm.edu.my/id/eprint/119220/ http://psasir.upm.edu.my/id/eprint/119220/1/119220.pdf |