Factors Influencing Repurchase Intention When Shopping Online: Case Study Of Tiktok Shop

Abstract

TikTok Shop, a new e-commerce platform, has achieved significant success in the industry, reaching amazing revenue milestones. It has emerged as a formidable rival to well-established heavyweights in the business, like Shopee, Lazada, Tiki, and others. TikTok Shop has used a unique combination of marketing tactics that take advantage of the platform's fundamental advantages. More precisely, the firm has taken advantage of the distinctive social and interactive aspects of the TikTok platform, which may serve as a powerful instrument for cultivating a sense of community. This article seeks to analyze the successful business case of TikTok Shop and create an endorsement model to examine the cause-and-effect connection between customer happiness and repurchase intention. The results of the questionnaire survey, which used the structural equation modeling approach to analyze 367 respondents, show that seven particular professional sub-factors do not affect customer satisfaction. All hypothesis tests are statistically supported at either the 0.001 or 0.05 significance level. The findings also indicate that enhancing website design, normation quality, delivery service, security, and privacy measures may enhance consumer happiness, resulting in increased brand engagement and subsequent repeat purchases on a certain e-commerce platform