Understanding the effect of TikTok marketing on user purchase behavior: a mixed-methods approach

Short video marketing has become a new marketing strategy favored by brands in the new media era. How short videos affect users' purchase behavior is a concern for businesses. This study aims to explore the mechanism through which short video marketing influences user purchasing behavior. Semi-structured interviews were conducted with 17 TikTok users, identifying six stimulating variables: interactivity, entertainment, audiovisual presentation, promotional activities, celebrity, and product features. Based on the stimulus–organism–response (SOR) model, the impact of TikTok short video marketing on user purchasing behavior was examined, with flow experience and perceived usefulness as mediating variables. Data from 514 TikTok users were collected for testing. The results show that entertainment, celebrity, and product features positively affect the flow experience. Promotion and celebrity have a positive effect on attitude. Flow experience and attitude positively affect users' purchase behavior. Furthermore, flow experience and attitude play an intermediary role between external stimuli and users' purchase behavior.