Content matters! The effects of TikTok (Douyin) short video content on flow experience, trust, and purchase intention from the signaling theory perspective

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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...

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Bibliographic Details
Main Authors:	Ng, Siew Imm, Kamal Basha, Norazlyn, Qiao, Lin Ling, Ying, Xia Li
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

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