Factors affecting intention to purchase recommended beauty products by Tiktok influencers

Abstract

Nowadays, making use of the fact that Vietnam ranks 6th in the top 10 countries with the most significant number of TikTok users in the world, brands and companies are promoting the marketing strategies on TikTok to advertise their products in many fields. Therefore, collaboration with famous and influential people to advertise beauty products is also more and more popular and increasingly being used on the TikTok platform. In order to clearly understand the factors influencing the behavior of intention to purchase suggested beauty products of TikTok famous people, the authors have conducted a study on the topic “Factor affecting intention to purchase recommended beauty products by TikTok influencers'. Drawing on the dual factor theory, this study examines the impacts of both enablers and inhibitors on the intention to purchase beauty products recommended by TikTok influencers. Data processing methods on SmartPLS are used to calculate data to come to conclusions. Our hypotheses in this study are tested with survey data collected from 245 people using TikTok. The results reveal that hedonic experience, brand expected value, subjective norm, and influencer professionalism can promote the behavior of customers. Otherwise, herd behavior, psychological risk, and advertising skepticism negatively influence the purchase intention of TikTok customers. However, paid communication and product risk do not meet the discriminating value, so the authors decided to eliminate this factor, thereby drawing out many limitations that need to be overcome for future study