| dc.description.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 | en_US |
