TikTok Made Me Buy It! Consumer Motivations and Purchasing Behavior during COVID-19

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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 … continued below

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Sifford, Kaitlyn December 2022.

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This thesis is part of the collection entitled: UNT Theses and Dissertations and was provided by the UNT Libraries to the UNT Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 127 times, with 17 in the last month. More information about this thesis can be viewed below.

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  • Sifford, Kaitlyn

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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.

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  • December 2022

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  • Feb. 9, 2023, 5:40 p.m.

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  • Feb. 13, 2023, 12:27 p.m.

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Sifford, Kaitlyn. TikTok Made Me Buy It! Consumer Motivations and Purchasing Behavior during COVID-19, thesis, December 2022; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc2048688/: accessed April 28, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .

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