The Influence of Hedonic Experience, Perceived Ease of Use, Satisfaction and Influencer Image on Online Purchase Behavior through TikTok among Consumers in Bangkok and its Metropolitan Area
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Abstract
This research aimed to study the influence of hedonic experience, perceived ease of use, satisfaction, and influencer image on online purchase behavior through TikTok application among consumers in Bangkok and its metropolitan area. A closed-ended questionnaire was used to collect data from 404 consumers in Bangkok and its metropolitan areas who had previously purchased products online via the TikTok application. Multiple regression analysis was employed to test the hypotheses. The study results revealed that hedonic experience had the greatest influence on online purchasing behavior, followed by the attractiveness of the influencer, perceived ease of use, satisfaction, and the credibility of the influencer, respectively. An enjoyable and user-friendly usage experience promoted platform acceptance and enhanced consumer satisfaction. Meanwhile, influencers who possessed both attractiveness and credibility helped strengthen consumer trust and stimulate consumers’ decisions to purchase products online.
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References
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