RESEARCH THE IMPACT OF

SHORT PROMOTIONAL VIDEO

CONTENT ON TIKTOK ON
CUSTOMERS' PURCHASE
INTENTION
 M EMB ER
S
BÙI GIA HÂN
NGUYỄN THỊ NHƯ HẢO
NGUYỄN THỊ NGỌC HÂN
NGUYỄN VÕ THÚY HẠNH
NGUYỄN THỤY THỦY TIÊN
DƯƠNG PHẠM HUỲNH NHƯ
T A B L E O F C O N T E N T
CHAPTER 1. INTRODUCE

CHAPTER 2. LITERATURE REVIEW

CHAPTER 3. METHODOLOGY

CHAPTER 4. RESULT
 INTRODUCE
INTRODUCE
The digital marketing landscape is constantly evolving, driven by technology and changing
consumer preferences.

At the forefront of this change is TikTok, the emergence of short promotional videos on
TikTok has revolutionized the interaction between brands and consumers.
We will conduct research on factors that influence consumer purchase intentions in the
context of TikTok advertising.

This research contributes to increasing knowledge about digital marketing and consumer
behavior.
 REASON FOR CHOOSING
THE TOPIC

Social networks are expanding rapidly, providing businesses with opportunities to attract
customers by creating video ads that are short, concise but full of meaning and information
for users. Because of this, understanding the factors that can influence consumer
purchasing intentions is essential for marketing campaigns to occur successfully. (Dwinanda,
B., Syaripuddin, F. A., Hudaifi, & Hendriana, E. (2022).

Tiktok is one of the most developed platforms with the fastest and most informative short
videos in the world (Kaye, Chen, and Zeng, 2021).

The choice of topic was decided and carefully considered by the group. The popularity of
Tiktok is increasing on social networking platforms, so the group chose the topic: "Research
the impact of short video advertising content on TikTok on customer purchase intention".
 H E NOVE LTY OF THE RES EAR CH
T

Researching the impact of short promotional video content on TikTok on customers'

purchasing intentions is a trending topic today when the TikTok social network is widely
popular globally.

Parasocial relationship-based experience is a new variable and plays an important role in

the survey model. Influencers on the TikTok platform when talking about or introducing
products on the platform will directly and importantly affect consumers' purchasing
behavior because those who influence customers' consumption behavior will play a role
in bringing products closer to customers

User commitment (Commitment to the platform) is also a new factor in the model. In the
context of e-commerce on TikTok, the important factor influencing purchasing behavior is
the user's commitment to the platform. this very platform
 Objectives of the
research
1. GENERAL OBJECTIVE

Popularity of short promotional videos on the TikTok

platform understand and interact with those promotional
videos.
The team wanted to better understand the impact of short
promotional videos on consumer purchasing behavior.

This research seeks to understand and address consumer

perceptions of the content of short promotional videos
2. DETAIL OBJECTIVE

To investigate the factors in short promotional videos that

influence customers' purchase intentions on TikTok.

To understand consumers' purchasing needs and how short

promotional videos on TikTok meet those needs.

To analyze how factors such as perceived usefulness,

customer brand attitude, parasocial relationship-based
experience, and commitment to the platform to the
purchase decision taken released through short promotional
videos on TikTok.
To explore consumers' perceptions of the content in short
promotional videos and how those perceptions influence
their reactions and purchasing decisions.
 CHAPTER 2:
Literature Review
 BACKGROUND THEORY

SOR THEORY

The S-O-R model (Mehrabian & Russell, 1974) is a psychological

approach. By studying the situation of a particular situation or
environment. Moon & Plus (2017) assumes that S-O-R allows this.
The researchers took a closer look at the psychological and
social-emotional effects of an action.
 BACKGROUND THEORY

SOR THEORY
An effective framework for analyzing the factors that influence
users' purchase intentions on TikTok is provided by the S-O-R theory.

This study, which is guided by the S-O-R theory, investigates whether

user commitment to the platform or commitment to the influencer
(O) mediates the effect of the TikTok user experience (S) on
purchase intention (R).
 BACKGROUND THEORY
THEORY OF REASONED ACTION (TRA)
Ajzen (2002), he proposed a model of human action influenced by
three factors: faith in behavior, faith in norms, and faith in control.

The theory of rational action (TRA) of Fishbein and Ajzen 1975

suggests that intention is the fundamental factor leading to
behavior.
 BACKGROUND THEORY
THEORY OF REASONED ACTION (TRA)
According to this theory, the intention to carry out a behavior is
influenced by three factors: attitude to behavior, subjective norms,
and cognitive control of behaviors.
Brand attitude is a component that positively affects purchasing
intention, according to Vidyanata (2018).
The Theory of Reasoned Action that consumers behave rationally
in light of the information they are given (Kuhl & Beckmann, 1985).
 BACKGROUND THEORY

COMMITMENT-TRUST THEORY (CTT).

According to this theory, the intention to carry out a behavior is

influenced by three factors: attitude to behavior, subjective norms,
and cognitive control of behaviors.

Brand attitude is a component that positively affects purchasing

intention, according to Vidyanata (2018).
 BACKGROUND THEORY
COMMITMENT-TRUST THEORY (CTT).

Commitment-trust theory, Morgan and Hunt (1994), provides valuable

insights into understanding customer commitment to platforms. Trust
and commitment serve as important drivers of cooperative behavior
and are fundamental providing successful solid relational relations.
High levels pertaining to trust commitment among customers are key
factors continued use of TikTok. Strong connection (Chang Guo,
2021).
 BACKGROUND THEORY

COMMITMENT-TRUST THEORY (CTT).

Trust and commitment are crucial in shaping customer interactions TikTok

and retail settings (Elbeltagi & Agag, 2016); they foster stable and
enduring connections. Vital long-term customer loyalty and retention.

Consumer involvement and devotion, essential trust commitment affect

customer behavior on TikTok. The commitment-trust theory framework
customer loyalty and guiding platform-building initiatives.
 1

PERCEIVED USEFULNESS (PU).

Pioneered by Davis (1989) in information technology
THEORETICAL
research, PU refers to an individual's belief that using a
particular system will enhance their performance in a
BASIC
specific task (Davis, 1989).
PU can be defined as the extent to which a consumer
believes that engaging with marketing content, such as
short videos, will improve their decision-making process
(Kusyanti et al., 2018). PU plays a significant role in
shaping customer brand attitudes within the domain of
short video marketing (Ngo et al., 2023).
 1

PERCEIVED USEFULNESS (PU). THEORETICAL

Research by Xiao et al. (2019) emphasizes the
BASIC
importance of PU in boosting customer purchase
intention for products with green packaging,
highlighting the persuasive power of perceived utility
(Chi & Zhida, 2019, as cited in Xiao et al., 2019).
These findings underscore the influence of content
utility on shaping consumer purchase behavior.
 2

CUSTOMER BRAND ATTITUDE (CBA)

THEORETICAL
Customer brand attitude (CBA) is a well-established BASIC
concept in marketing, recognized for its significant
impact on consumer purchase intentions (Weismueller
et al., 2020).
Percy and Rossiter (1992) define it as an in-depth
evaluation of a brand's ability to fulfill a consumer's
needs and goals.
 2

CUSTOMER BRAND ATTITUDE (CBA)

Product quality
Features and benefits
THEORETICAL
Brand alignment BASIC
Research by Phelps and Hoy (1996) suggests that a
customer's favorable impression formed through
encountering brand advertising can significantly
influence their overall predisposition towards the brand.
Consumers with a positive CBA are more receptive to
future marketing messages and demonstrate a higher
willingness to purchase from that brand.
 3

PARASOCIAL RELATIONSHIP-BASED THEORETICAL

EXPERIENCE (PRE)
BASIC
Experience of developing a parasocial relationship
with an influencer within the TikTok community
(Hwang & Zhang, 2018). Parasocial relationships
describe a phenomenon where audiences form one-
sided friendships with media personalities, and can
significantly influence purchase behavior.
 3

PARASOCIAL RELATIONSHIP-BASED
EXPERIENCE (PRE) THEORETICAL
The visual nature of the content allows users to feel a BASIC
sense of connection with the often relatable and down-to-
earth personalities uploading content (Cant Wee et al.,
2021).
Users who develop these relationships through browsing
the online community are more likely to feel a sense of
commitment to maintain and prolong them.
 4

COMMITMENT TO THE PLATFORM (CTP)

In the context of e-commerce on TikTok, a crucial factor
influencing purchase behavior is a user's commitment to THEORETICAL
the platform itself (Cho et al., 2019; Parahyta & Sobari, BASIC
2022).
Kim and Kim (2005) suggest that uncertainty within the e-
commerce environment can act as a barrier to online
purchases. However, users with a strong commitment to
the platform are more likely to be willing to invest
resources and potentially face risks associated with
online transactions.
 4

COMMITMENT TO THE PLATFORM (CTP) THEORETICAL

Given the recent integration of e-commerce features BASIC
on TikTok, a user's purchase intention might be
heavily influenced. Extensive research supports the
notion that platform commitment is a central
determinant of consumer purchase intention and
overall buying behavior (Hu & Chaudhry, 2020).
 5

PURCHASE INTENTION (PI) THEORETICAL

This research adopts the concept of purchase intention BASIC
as defined by (Ahmadi & Hudrasyah, 2022).
Purchase intention is distinguished from purchase
preference, which focuses on a consumer's inclination
to choose a specific brand or engage in purchase-
related activities (Ahmadi & Hudrasyah, 2022).
 5

PURCHASE INTENTION (PI) THEORETICAL

Selecting this specific purchase intention concept
BASIC
aligns well with the research topic investigating the
impact of video marketing on consumers.
We can gain valuable insights into how video content
influences purchasing behaviors and ultimately
leverage this knowledge to optimize online sales and
marketing strategies (Ngo et al., 2023).
HYPOTHESES IN
THE RESEARCH
MODEL.
Perceived usefulness, as defined by Davis (1989) Bouhlel et al. (2010),
important factor determining customers' brand attitudes, especially in
the context of short promotional video. Customers perceive these
videos as beneficial, enhancing their attitudes toward the featured
brands (Davis, 1989; Bouhlel et al., 2010).

This highlights the importance of creating engaging and informative

promotional videos on TikTok to positively influence perceptions of
usefulness on brand attitudes and customer purchasing behavior. The
following is how the initial hypothesis is developed:

H1: POSITIVE INFLUENCE OF PERCEIVED USEFULNESS ON

BRAND ATTITUDES
H2: EXPERIENCES BASED ON PARASOCIAL
RELATIONSHIPS IMPACT COMMITMENT TO THE
PLATFORM.

Platforms with strong social connection-building capabilities tend to

have greater user engagement and retention rates.

Platforms must prioritize authenticity, openness, and stakeholder

interests to maintain confidence and long-term commitment.
Consumers' mental simulation experience and their intention to keep
using the streaming service their contacts are influenced by interaction,
which fosters value co-creation between streamers and consumers e
(Chou et al., 2022) According to (Deng et al., 2022), the benefits of live
streaming allow for the development of intimate social acquaintances
and the promotion of social interactions between streamers and
viewers through technological, social, and psychological factors.
H3: A POSITIVE CORRELATION EXISTS BETWEEN CUSTOMER
BRAND ATTITUDE AND PURCHASE INTENTION.

Customer perceptions of a brand are shaped by

reactions or beliefs associated with that brand and
are a crucial aspect of transactions, according to a
study by Ajzen (1991) and Eagly Chaiken (1993).

There exists a positive relationship between

customer brand attitude and purchase intention, is
validated, it would mean that watching TikTok
promotional videos that people find helpful will
make them feel better about the brands they see
there (Ajzen, 1991; Early Chaiken, 1993). These
lead to the generation of the hypothesis.
H4:COMMITMENT TO THE PLATFORM CREATES A BRIDGE
CONNECTING VARIABLES TO CUSTOMERS' PURCHASING
INTENTIONS.

On e-commerce platforms, the degree of

platform commitment influences the
relationship indirectly between buy intention
and actual purchasing behavior. Furthermore,
the degree of dedication can either reinforce
or diminish the relationship between behavior
and intentions (Rehman et al., 2019). Although establishing connections with
influential people may affect the decision to
purchase products, its credibility is not as good
as previous e-commerce platforms. However,
consumers who are firmly committed to the
platform may invest more resources and face
risks.This results in the following theory
 eaar
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Meet
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RResse oddss

This chapter will present information collection methods,

sample size measurement, sampling methods, data
processing, research and implementation, as a basis for
designing survey questionnaires and analyzing results.

The group's preliminary research was carried out through

Qualitative preliminary research and preliminary
quantitative research.
 Qualitative research
Building measurement scales in research
The project uses qualitative research methods by conducting direct interviews,
creating questionnaires to calibrate the scale and build a research model, and then
conducting online surveys with consumers randomly to conclude

Theoretical synthesis method

Arrange, systematize, synthesize theoretical bases, and select theories appropriate to
the topic. Research reputable sources and previous articles to find underlying
theories to support the analysis of the influence of short promotional video content
on consumers' purchase intentions.

Methods of analysis and synthesis

Collect a full range of data, including both qualitative and quantitative data, and
compare the results obtained from analyzing that data. Refer to previously analyzed
data and experts' opinions to complete the topic in the best way.
 QUANTITATIVE RESEARCH

In this study, the team used quantitative

research methods by collecting information from
questionnaires to quantify factors affecting
consumers' purchasing intentions by short
promotional videos on TikTok.

Methods of data collection and data analysis

The survey collected a total of 100 responses. Using a

Likert scale to measure, the scale ranges from (1:
completely disagree, 2: disagree, 3: neutral, 4: agree, 5:
completely agree) for each question . The survey
allowed participants to express their attitudes toward
the factors that influence short promotional videos on
their purchase intentions. Then conduct factor and
reliability analysis, including conducting model and
hypothesis testing.
 DATA PROCESSING METHODS
Analyze the reliability of the scale
Cronbach's Alpha indicates the reliability of the scale. Cronbach's Alpha helps know which
variables are good and eliminate bad variables to do the next step, which is EFA analysis.

Variables with good reliability are variables with Cronbach'Alpha coefficients from 0.7 to
0.9 (0.7 < α > 0.9). Variables with Cronbach' Alpha coefficient below 0.5 are variables that
need to be eliminated.
Exploratory factor analysis (EFA)
KMO (Kaiser-Meyer-Olkin) analysis was used to evaluate the goodness of fit for the
exploratory factor (EFA). The KMO index has a value from 0 to 1. Higher values represent
more suitable data for EFA. KMO < 0.5 is not acceptable. KMO ≥ 0.7 is an average considered
acceptable. KMO ≥ 0.8 is good. KMO ≥ 0.9 is very good.

Factor loading coefficient is also an important index in exploratory factor analysis (EFA).
Observed variables have a significant correlation with other factors when the absolute
value is greater than 0.3. The correlation is strong when the absolute value is greater than
0.4 and the correlation is very strong when the absolute value is greater than 0.5.
 Test the model and hypotheses using the linear structural model SEM

Build the model Model estimation

Identify observed variables and latent
variables, determine hypotheses about The estimated parameters will include the
the relationship between variables. Then, regression coefficient, error and variance.
draw the model and join it to show the
relationship between the variables.

Evaluate the level of model fit Test research hypotheses

Use statistical indices to evaluate the Use statistical indicators to test research
model's fit to the data. If the model is not hypotheses. If the hypothesis does not fit
suitable, the model will be adjusted and the data, the hypothesis or model needs
more data will be collected. to be reconsidered.
 About the Scale

Table 1. The scale

Table 2. Original and Calibration scale of Perceived Table 3. Original and Calibration scale of Customer
usefulness. brand attitude.
Table 4. Original and Calibration scale of Parasocial Table 5. Original and Calibration scale of Commitment
relationship-based experience. to the platform.
Table 6. Original and Calibration scale of Purchase intention.
CHAPTER 4
RESULT
Table 1. Age

Table 2. Sex
 Table 3. Job

Table 4. Income
 Table 5. Use

Table 6. Frequency
4.2. METHODS OF ANALYSIS.

ANALYSIS CRONBACH’S ALPHA.

4.2. METHODS OF ANALYSIS.

ROTATED COMPONENT MATRIX

THANK YOU