| dc.description.abstract | In this modern era, both social media and e-commerce platforms have
become irreplaceable parts of our lives, and thereby, the term “social commerce” also
rocketed to be one of the most invested segments for big players in related industries.
Therefore, it is crucial for social commerce operators to upgrade their platforms to not
only the top-of-mind platform for one-stop shopping experience but also to increase the
impulsivity in purchase intention. On the other hand, “shoppertainment” and “data
driven” strategies have risen to be one of the most effective marketing methods for
social commerce platforms, especially in increasing impulsivity in purchasing intention
of the users, and the leader in successfully applying these tactics is none other than
TikTok with its new shopping function - TikTok Shop. As a result, this research is
conducted to explore the effect of external factors, in terms of the above two strategies
mentioned, on the impulse purchase intent of young users. Specifically, the model was
constructed by five independent variables, entertainment, interactivity, word-of-mouth,
interactivity and product recommendation; and three dependent variables, including:
perceived hedonic values, perceived utilitarian values and impulse purchase intent. The
research aims to analyze and give recommendations for social commerce marketers to
effectively increase their performance. After a month of distributing the questionnaires
via online means, 330 valid answers were collected and processed through SPSS
Statistics and SMARTPLS softwares. The findings indicate that entertainment,
trendiness and product recommendation are confirmed to directly affect perceived
values of users and thereby, having effect on the impulse purchase intention of young
users. In contrast, interactivity and word-of-mouth showed no effect on perceived
values and impulse purchase intention. | en_US |
