Factors Influencing Consumers’ Continuous Purchase Intentions on TikTok: An Examination from the Uses and Gratifications (U&G) Theory Perspective

Jing Wang and Jay In Oh ()
Additional contact information
Jing Wang: Department of Business Administration, Graduate School, Dankook University, 152 Jukjeon-ro, Suji-gu, Yongin-si 16890, Gyeonggi-do, Republic of Korea
Jay In Oh: Department of Business Administration, Graduate School, Dankook University, 152 Jukjeon-ro, Suji-gu, Yongin-si 16890, Gyeonggi-do, Republic of Korea

Sustainability, 2023, vol. 15, issue 13, 1-19

Abstract: After the COVID-19 pandemic, traditional online shopping with pictures and videos has been transformed into livestreaming shopping. Various apps for livestreaming shopping have gained popularity, and TikTok livestreaming (TTL) accounts for more than half of livestreaming shopping in China. Therefore, consumers’ ability to continue shopping is the core factor for the sustainable development of TTL. The purpose of this study was to explore what kinds of gratifications affect the continuous purchase intentions of TTL consumers and to examine the moderating effect of education level. We collected data from 234 TTL consumers in China and then used a structural equation model to analyze, while SPSS23.0 and AMOS24.0 were applied to evaluate and empirically test the research hypotheses. This study confirmed the significant impact of four kinds of satisfaction on consumers’ continuous shopping intentions and also confirmed the differences among consumers with different levels of education. This provides theoretical support for the sustainable development of e-commerce in the future and the maximization of income from live shopping.

Keywords: social media; uses and gratifications theory; continuous purchase intention; TikTok livestream; education level (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/13/10028/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/13/10028/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:13:p:10028-:d:1178581

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().