| dc.description.abstract | As an application that attracts a large number of young people, especially those of the
Millennials and GenZ generations, TikTok is a platform that opens up many new
opportunities for marketers to get closer to potential customers, attracting attention.
attention from them through promotional videos. Because of the cost of advertising, the
way that the type of video or promotion on TikTok can convince and encourage customers
in their intention to purchase for their brand is of great interest. Therefore, this research
paper aims to determine how the media interactive components of TikTok advertising
affect the perceived value, which may result in consumers' Purchase Intentions via short
form videos. An online survey was conducted and obtained 331 valid responses from active
TikTok users for analysis. 5 independent variables: informativeness, entertainment,
reliability, interaction, irritation and 2 dependent variables: perceived value and Purchase
Intention were considered based on data obtained by SPSS through different methods. The
results obtained through the analysis have shown that all factors of media interaction of
advertising videos on TikTok, including the negative influence from Irritation and the
exception of the reliability factor, affect the the value customer's perceptions for the
Advertising video, which also has a significant influence on the intention and behavior to
purchase. Through the degree of influence of factors on the user's perceived value when
viewing, a few suggestions from the author's personal opinion are given at the end of the
article. | en_US |
