Dissertation/ Thesis
TikTok Made Me Buy It! Consumer Motivations and Purchasing Behavior during COVID-19
| العنوان: | TikTok Made Me Buy It! Consumer Motivations and Purchasing Behavior during COVID-19 |
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| المؤلفون: | Sifford, Kaitlyn |
| Thesis Advisors: | Knight, Dee, Forney, Judith, Yang, Kiseol |
| بيانات النشر: | University of North Texas, 2022. |
| سنة النشر: | 2022 |
| المجموعة: | University of North Texas |
| Original Material: | local-cont-no: submission_3206 ark: ark:/67531/metadc2048688 |
| مصطلحات موضوعية: | Consumer behavior, Social Media, TikTok, Purchase Intention, SOR theory, User motivations, COVID-19 |
| الوصف: | Using Mehrabian and Russell's stimulus (S) - organism (O) - response (R) model, this study examined consumer motivations to consume user-generated content (UGC) and sponsored video content on social media during the COVID-19 pandemic. The study also investigated the impact of information consumption on purchasing behavior as the main constructs. The study used the consumption patterns of active and passive social media users to further understand the level of short-form video consumption related to purchasing behavior. Grounded upon the SOR theory, this study measured utilitarian and hedonic motivations as stimuli with user-generated content and sponsored content as organism and purchasing behavior as response. A quantitative snowball survey (n = 289) was used to collect data from TikTok users to examine the relationships between motivations, types of content, and purchasing behavior. Statistical analyses including descriptive statistics, reliability tests, factor analysis, and multiple regression analyses was used to profile the sample and to test hypothesized relationships. All hypotheses were supported and found to have significant relationships between the independent and dependent variables. This study is useful to those in the fields of information sharing, crisis management, consumer behavior, and retail to develop communication strategies and understand and adapt to consumption habits and changing purchasing behaviors. |
| Original Identifier: | info:ark/67531/metadc2048688 |
| نوع الوثيقة: | Thesis or Dissertation |
| وصف الملف: | Text |
| اللغة: | English |
| DOI: | 10.12794/metadc2048688 |
| الاتاحة: | https://digital.library.unt.edu/ark:/67531/metadc2048688/ |
| Rights: | Public Sifford, Kaitlyn Copyright is held by the author, unless otherwise noted. All rights Reserved. |
| رقم الانضمام: | edsndl.unt.edu.info.ark.67531.metadc2048688 |
| قاعدة البيانات: | Networked Digital Library of Theses & Dissertations |
| DOI: | 10.12794/metadc2048688 |
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