Drivers of Consumer Purchase Decisions on TikTok: A Social Commerce Perspective

Abstract

This study aims to examine the key drivers of consumer purchase decisions on TikTok from a social commerce perspective. Specifically, it investigates the roles of content quality, influencer credibility, perceived usefulness, and trust in shaping purchasing behavior within TikTok-based commerce environments. A quantitative explanatory approach was employed using a cross-sectional survey design. Data were collected from 220 TikTok users who had previously made purchases through the platform using an accidental sampling technique. The data were analyzed using multiple linear regression, supported by validity, reliability, and classical assumption tests. Statistical analysis was conducted using SPSS. The results reveal that content quality, influencer credibility, perceived usefulness, and trust all have positive and significant effects on consumer purchase decisions on TikTok. Among these factors, trust and perceived usefulness emerged as the strongest predictors, indicating that both technological and relational aspects play a critical role in social commerce purchasing behavior. This study contributes to the literature by extending the Technology Acceptance Model (TAM) into the context of TikTok-based social commerce and integrating it with social commerce theory. Practically, the findings provide valuable insights for marketers, influencers, and platform-based sellers in designing effective content strategies and trust-building mechanisms to enhance purchase decisions on TikTok.