Impact of information sharing on Actual Purchase intention on TikTok among women in Malaysia: Based on Technology affordance (Preprint)

Abstract

With the increased prevalence of social media usage, Malaysian female consumers hugely rely on reviews and information on TikTok. This application's popularity is enhancing, making it a critical technique for many businesses to grow and reach the target audience. For this reason, their purchase intention also depends on the knowledge received through TikTok about any product in the form of advertisements, reviews, etc.

H1: Modality in social media positively impacts sharing of information. H2: Agency in social media positively impacts the sharing of information. H3: Interactivity positively impacts the sharing of information. H4: Navigation in social media sites positively impacts the sharing of information. H5: Guidance shopping positively impacts the sharing of information. H6: Sharing of information positively impacts the purchase intention. H7. Purchase intention significantly impacts the actual purchase of consumers.

The present study has applied a quantitative research design to investigate the phenomenon. Female consumers in Malaysia were approached for data collection. 500 questionnaires were distributed among them, out of which 432 were received as complete and adequate response sheets.

Data were analyzed through SPSS and AMOS. Results indicated a significant association between NAV and IS, IS and PI, and PI and AP.

The research holds numerous theoretical and practical significance as it extends the literature related to the technological impact on purchase intentions and the growth of businesses. The practical insights of the study lie in the information it conveys to Malaysian marketing or advertising agencies to divert their focus from traditional mediums of promotion towards TikTok advertisements and influencer marketing.