Impacts of Influencer Characteristics and Content Value on Consumers' Attitude and Purchase Intentions on Tik Tok

Impacts of Influencer Characteristics and Content Value on Consumers' Attitude and Purchase Intentions on Tik Tok

林玉英(Luna Novita Putri)

指導教授 ： Behzad Foroughi

義守大學/管理學院/企業管理學系/碩士(2022年)

摘要

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關鍵字

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並列摘要

This research seeks to examine the correlation between the characteristics of the Influencer (trustworthiness, attractiveness, and expertise), the Influencer's content marketing value (informativeness value and entertainment value), and attitude towards the brand on the purchase intention of Tik Tok application users. This type of research employs descriptive analysis and applies a quantitative research method. The data collection technique is by distributing online questionnaires to 410 respondents that are regular users of the Tik Tok application in Indonesia. The analytical technique utilized in this research is multiple linear regression and simple linear regression by SPSS version 26. The findings demonstrate that trustworthiness, attractiveness, and expertise have significant positive influences on attitude towards the brand. While informativeness value and informativeness value have no significant positive influences on attitude towards the brand. However, attitude towards the brand has a significant positive influence on purchase intention.

並列關鍵字

Tik Tok ； Influencer ； Characteristics ； Content Value ； Brand Attitude ； Purchase Intention

參考文獻

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