Influence of Electronic Word Of Mouth (e-WOM), Hedonic Motivation, and Price Value On Consumer's Purchase Intention Using Social Commerce “TikTok Shop”

Abstract

A part of e-commerce with the concept of collaboration between commercial and social activities is called social commerce (s-commerce). TikTok Shop is a new feature development in the business realm of the social media platform TikTok. Electronic Word of Mouth (e-WOM) is the factor that influences consumers' purchase intention in online shopping using TikTok Shop. The goals of this study are to determine the factors influencing consumers' purchase intention in using TikTok Shop and determine whether hedonic motivation and price values significantly affect consumers' purchase intention. The model used in this study uses a modified theory of Electronic Word of Mouth (e-WOM) and the model Unified Theory of Acceptance and Use Of Technology2 (UTAUT2), which focuses on variable hedonic motivation, and price value on the purchase intention of every consumer's in using TikTok Shop. A quantitative approach is used to collect the data by distributing questionnaires to 479 respondents who are using TikTok Shop. Data analysis was carried out using the PLS-SEM method using the SmartPLS application. This study accepted 8 of 9 hypotheses. The findings of this study indicate that the information quality constructs, the performance expectancy, the social influence construct, the trust construct, and the influencer construct influence consumer's purchase intention in using TikTok Shop. In contrast, the perceived risk construct does not significantly affect consumers' purchase intention in using TikTok Shop. The hedonic motivation constructs, habit, and price constructs influence consumers' purchase intention. The hedonic motivation construct is the biggest factor influencing consumers' purchase intention. The mediation test shows that trust and habit variables partially mediate the purchase intention.