Abstract
This study aims to examine factors that drive online purchase intention and the mediating effect of online trust on social commerce Skintific TikTok Shop. This study employs a quantitative approach. Online questionnaires with a six-point Likert scale measurement are used. This study was conducted in Indonesia between November and December 2022. Respondents are Tik Tok users who are familiar with Skintific brand with a total number of 217. This study used PLS-SEM to test the proposed hypotheses. All hypotheses related to a direct relationship to online purchase intention are supported, except for social interaction. Therefore, online purchase intention has three main predictors such as transaction safety, online trust, and consumer engagement. Furthermore, the study reveals the mediating role of online trust in the relationship between social interaction and online purchases and between consumer engagement and online purchase intentions. The results of this study contribute to practical implications for sellers at TikTok Shop regarding strategies to increase online sales by providing an understanding of the various factors that influence online purchase intentions.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Asian Journal of Economics, Business and Accounting
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
