The impact of Tiktok ugc videos on online purchase intention in Ho Chi Minh City: The mediating role of cognitive states

Abstract

UGC videos have attracted a lot of attention in recent years due to their great potential to buyers and sellers. However, the impact of this content on consumer behavior remains unclear. Thus, this study has developed a research model by applying the S-O-R (Stimulus - Organism - Response) framework to examine how TikTok UGC videos influence consumers’ online shopping intentions. The purpose of this study is to explore the impact of the UGC videos (stimulus) on online purchase intention (response) through the mediating effect of cognitive states (organism) which consist of perceived credibility, perceived diagnosticity, and mental imagery. The study used a mixed method, including qualitative research and quantitative research. In the qualitative research, a focus group discussion methodology was employed to adjust measurement items. In quantitative research, the research team employed Structural Equation Modelling (SEM) technique by using SmartPLS to examine the measurement and structural model through the dataset of 318 respondents. The findings have shown that UGC videos have a direct impact on purchase intention and have demonstrated the effect of cognitive states as mediators between informational stimuli and behavioral responses. The results of this study are of great value for expanding both theoretical research and practical applications of online reviews in relation to online purchase intention.