Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

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The Influence of Attitude Toward User Generated Content (UGC) in TikTok on Purchase Intention

Authors
Karina Dwi Pramesti1, *, Yeshika Alversia1
1University of Indonesia, Depok, Indonesia
*Corresponding author. Email: karina.dwi01@ui.ac.id
Corresponding Author
Karina Dwi Pramesti
Available Online 29 September 2023.
DOI
10.2991/978-94-6463-234-7_66How to use a DOI?
Keywords
Brand Engagement; Information Quality; Perceived Benefit; Perceived Source Credibility; Perceived Source Homophily; Purchase Intention; User Generated Content
Abstract

TikTok users in Indonesia are growing rapidly. The users can directly connect with information through User-Generated Content (UGC) in TikTok, which can attract consumers’ attention to evaluate the product before making purchases. This study examines the effect of TikTok users’ attitudes toward UGC on consumer purchase intention by proposing a model to assess the impact on purchase intention and brand engagement, perceived source credibility, perceived source homophily, perceived benefits, and information quality as the antecedents of attitude towards UGC. This study uses purposive sampling from 256 TikTok users in Indonesia who have watched fashion UGC on TikTok. SEM-PLS was used to see the relationship between variables. The findings imply that brand engagement, perceived source credibility, perceived source homophily, and perceived benefit positively affect attitude towards UGC. Also, attitude toward UGC in TikTok significantly affects generating purchase intention. The results provide a better understanding of digital marketing strategy by examining the influence of consumer attitudes toward UGC shared on social media.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 September 2023
ISBN
10.2991/978-94-6463-234-7_66
ISSN
2352-5428
DOI
10.2991/978-94-6463-234-7_66How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Karina Dwi Pramesti
AU  - Yeshika Alversia
PY  - 2023
DA  - 2023/09/29
TI  - The Influence of Attitude Toward User Generated Content (UGC) in TikTok on Purchase Intention
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 630
EP  - 639
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_66
DO  - 10.2991/978-94-6463-234-7_66
ID  - Pramesti2023
ER  -