Factors Influencing Consumers’ Continuous Purchase Intentions on TikTok: An Examination from the Uses and Gratifications (U&G) Theory Perspective
Open accessAbstract
After the COVID-19 pandemic, traditional online shopping with pictures and videos has been transformed into livestreaming shopping. Various apps for livestreaming shopping have gained popularity, and TikTok livestreaming (TTL) accounts for more than half of livestreaming shopping in China. Therefore, consumers’ ability to continue shopping is the core factor for the sustainable development of TTL. The purpose of this study was to explore what kinds of gratifications affect the continuous purchase intentions of TTL consumers and to examine the moderating effect of education level. We collected data from 234 TTL consumers in China and then used a structural equation model to analyze, while SPSS23.0 and AMOS24.0 were applied to evaluate and empirically test the research hypotheses. This study confirmed the significant impact of four kinds of satisfaction on consumers’ continuous shopping intentions and also confirmed the differences among consumers with different levels of education. This provides theoretical support for the sustainable development of e-commerce in the future and the maximization of income from live shopping.
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Social presence and enjoyment were more pronounced gratifications in high-educated users than in low-educated users.
“These gratifications varied across different educational levels, whereas social presence and enjoyment were more pronounced gratification in the group of higheducated users than in case of low educated users.”
From Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users' motivations (2025) · cites this paper as Wang and Oh (2023)
These gratifications varied across different educational levels.
“These gratifications varied across different educational levels, whereas social presence and enjoyment were more pronounced gratification in the group of higheducated users than in case of low educated users.”
From Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users' motivations (2025) · cites this paper as Wang and Oh (2023)
Wang and Oh (2023) found that four types of gratification influenced persistent purchasing intent in TikTok livestream shopping: content gratification (information sharing), utilitarian gratification (cost-saving and information seeking), social gratification (social presence), and hedonic gratification (passing time, enjoyment and escapism).
“Their findings showed that four types of gratification had an influence on persistent purchasing intent in livestream shopping: content gratification (information sharing), utilitarian gratification (cost-saving and information seeking), social gratification (social presence), and hedonic gratification (passing time, enjoyment and escapism).”
From Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users' motivations (2025) · cites this paper as Wang and Oh (2023)
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Krstić, J., & Domazet, I. (2025) · Marketing · doi:10.5937/mkng2504265k
- Authors
- Wang, J., & Oh, J. I.
- Affiliations
- Dankook University (KR)
- Corresponding author
- Oh, Jay In
- ORCID
- Wang, Jing
- Venue
- Sustainability
- Publisher
- MDPI AG
- Published
- 2023-06-25
- Volume
- 15
- Issue
- 13
- Pages
- 10028
- ISSN
- 2071-1050 (ISSN-L)
- OpenAlex
- W4382138345
- Cited by
- 32
- References
- 13
- Citations by year
- 2026: 13 · 2025: 13 · 2024: 5 · 2023: 1
- FWCI
- 8.20
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- Sustainability (publishedVersion, cc-by)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- uses and gratifications theory, customer satisfaction, educational attainment, moderating effect, e-commerce sustainability, live streaming e-commerce, COVID-19 pandemic
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