Short Videos, Big Decisions: A Preliminary Study of Tik Tok's Role in E-Commerce Consumer Behaviour

This study aims to investigate the effects of short videos on consumers' purchase intention using Stimulus-Organism-Response (SOR) model. Specifically, examined impact three stimulus variables - price level, quality, and commodity practicability sense trust, pleasure, virtual touch, which in turn influence their intention. Quantitative survey questionnaires via online platforms reach a total 103 Tik Tok users. One-Way Analysis Variance (ANOVA) was used test significance hypotheses. The study's findings revealed that consumers are more likely trust be satisfied with have high picture quality (p-value = 0.001). However, lower level product did not necessarily lead greater satisfaction 0.635). usefulness significantly pleasure 0.052). These important practical implications for marketers seeking use promote products. results suggest high-quality can help build increase consumer satisfaction, but lowering prices may same effect. Therefore, should cautious when discounts satisfaction.