The Influence of Marketing Factors in Short-Form TikTok Videos on Consumer Purchase Behavior in the Digital Era

Abstract

The objectives of this research were to: 1) examine consumers' perceptions of marketing factors in short-form videos on the TikTok platform, 2) investigate consumers' purchasing behavior after watching short-form videos on TikTok, and 3) analyze the influence of marketing factors on consumers' purchasing behavior through the TikTok platform. This study employed a quantitative research approach using a survey design. The research framework was based on the Marketing Mix (4Ps) and the Stimulus–Organism–Response (S–O–R) model. The sample consisted of 400 consumers residing in Mueang District, Khon Kaen province, Thailand, who were experienced in watching short-form videos on TikTok. The participants were selected using accidental sampling. Data were collected through a structured questionnaire with an overall reliability coefficient (Cronbach's alpha) of 0.91. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, while multiple regression analysis was employed for inferential statistics. The findings revealed that the overall level of marketing factors on the TikTok platform was at the highest level (= 4.39). Among the marketing mix dimensions,  the product factor obtained the highest mean score (= 4.43), followed by promotion (= 4.41), place (= 4.38), and price (= 4.35). The overall consumers' purchasing behavior was also rated at the highest level (= 4.34). Furthermore, the analysis based on the S–O–R model indicated that all dimensions were perceived at the highest level, with the stimulus dimension reporting the highest mean score (= 4.42). The results of the multiple regression analysis demonstrated that promotion (β = .527, p < .001), place (β = .204, p < .001), and product (β = .163, p < .001) had significant positive effects on consumers' purchasing behavior. These variables collectively explained 65.40% of the variance in purchasing behavior (R² = .654). The findings suggested that developing high-quality short-form video content, implementing effective promotional strategies, presenting clear product information, and providing convenient purchasing channels can effectively stimulate consumers' purchasing behavior on the TikTok platform.