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2.1. Basic concept
2.1.1 Social media
Social media has become an integral part of our lives as a potent online
networking tool (Zeng and Gerritsen, 2014) and is usually viewed as a medium
for sharing, creating, and exchanging information (Wikipedia, 2013a). Cohen
(2011) described social media as a broad notion that encompasses online
platforms, media, and social networking websites. Social media is defined as a
digital technology based on the conceptual and technological foundations of
Web 2.0 that expresses user-generated and exchanged material in various
formats (Kaplan and Haenlein, 2010). Nonetheless, as social media updates
and progresses, the meaning of social media in society is always evolving and
increasing, becoming more complex and ambiguous. For instance, Kent (2010)
defines social media as all interactive and responsive communication methods.
In the medical area, however, it has been described as user-generated content
based on Internet technologies, distinguished from traditional media and
publishers (Terry, 2009, p.507). Even Boyd and Ellison’s (2007) concept of SNS
has been used to define social media in some studies. Notably, the notions of
SNS and social media are distinct; Carr and Hayes (2015) contend that not all
social media are fundamentally the same as social networks, as social media
develop relationships through content whereas social networks generate
content from relationships.
Carr and Hayes (2015) claim that social media is more than just an interactive
medium and urge that the notion of social media should be unified and given a
concrete definition in order for it to be comprehended adequately. According to
their revised definition, social media is an internet-based channel that enables
users to selectively communicate with others and derive value from the material
and interactions provided by others (Carr and Hayes, 2015). They say that
social media is now not only a communication tool, but also a social tool that
transcends the Internet and online procedures. Which it is a new means for
individuals to develop social contact (Zeng and Gerritsen, 2014). Following
these developments, this study considers the current common conception of
social media as applications and software platforms that can operate
independently of the Web. Users use social media platforms such as Facebook,
Twitter and Tiktok to share information, while other users access the content to
facilitate social relationships.
TikTok
TikTok is one of the most popular social media sites that young people use now.
In 2020, it will be the most downloaded app that isn’t a game (Iqbal, 2021).
Tiktok is a unique video sharing platform. Yang and Ha (2021) suggested that
people use Tiktok to find out about real-time events and get video
recommendations about products. Tiktok lets you send messages to other
social media sites, and interactive videos could become the next big thing
(Tiktok, 2020).
2.1.2 Luxury brands
As markets became more international and consumer interest in luxury goods
grew, luxury brands became easier for people to buy. But there are many
different kinds of luxury, and academic research on luxury has many different
goals. As of now, there is no clear definition of what a luxury brand is (Renand,
1993; Heine, 2012). Most of the current research on luxury products has looked
at them from the consumer’s point of view. The most widely accepted idea
among researchers is that luxury products have six key characteristics. Heine
(2012) defined luxury items as those that “things that compare favourably to
standard items. Luxury products often have a relatively high price, quality,
beauty, uniqueness, exclusivity, and symbolic value, and they are able to meet
criteria that go beyond the usual and required “. Each dimension comprises
values ranging from the lowest degree of non-luxury to the highest level of
luxury, and when the value of any one of the six traits rises, the product gets
more luxurious (Esteve and Hieu-Dess, 2005). It is also one of the primary
methods by luxury brands evaluate the quality of their products and brand
differentiation.
In a psychological context, luxury goods are defined as those that satisfy
consumers’ psychological desires. According to Vickers and Renand (2003),
the primary value of luxury products is psychological, specifically in the form of
personal and social status symbols, which is the most influential factor in
consumers’ decisions to purchase luxury products. Similarly, researchers said
that consumers purchase luxury goods primarily for the status symbols and
consumption experiences associated with them and that such hedonic
consumption is an expression of personal consumption perceptions (Dubois
and Duquesne, 1993). This can be interpreted as the consumer being
motivated to purchase luxury goods by the product’s intrinsic value, and for the
consumer, the consumption of luxury goods serves as a means of
demonstrating social status.
Brand image
Image of the brand has long been cited as a significant factor influencing
consumers’ purchasing decisions. Levy (1959) noted that consumers are
influenced by the phenomenal value attached to a product, which is expressed
in terms of the user’s status and self-esteem. They suggest that a significant
portion of what attracts consumers to a product is ‘brand meaning,’ also known
as brand image value, and that consumers prefer products that highlight the
personality of the self-brand. This suggests a connection between consumers’
subjective perceptions and purchase intentions, it explains further why
consumers choose to purchase luxury products. Clearly, the positioning of a
luxury product necessitates that it includes a greater number of value symbols.
It is likely that consumers choose to purchase luxury items because the
product’s value enhances their status and self-esteem. However, the fact that
brand image is shaped by the subjective perceptions of consumers may also
serve as a deterrent for consumers not to purchase the product. According to
Dobni and Zinkhan (1990), just as consumers’ intentions to purchase a product
are easily influenced by subjective impressions, marketing campaigns and
other sensory agents also influence and shape brand image.
2.2 Theoretical foundations
2.2.1Theory of Planned Behaviour
Since Ajzen (1991) proposed a foundational framework for the theory of
planned behaviour, various studies have demonstrated the effectiveness of the
theory of planned behaviour (TPB) in predicting and analysing consumer
purchase behaviour (Ajzen, 2010; Ajzen, 1985; Madden, Ellen and Ajzen, 1992).
According to Ajzen (2020), the purchase intention of people is influenced by
three factors: attitudes towards behaviour, subjective norms of behaviour and
perceived behavioural control. Attitudes toward behaviour can be seen as either
positive or negative attitudes toward the anticipated behavioural outcome
(Ajzenk, 2020). For instance, anticipating that the acquisition of an item will be
followed by feelings of anxiety and regret diminishes the likelihood of engaging
in the behaviour (Roehl and Fesenmaier,1992). There are two types of
subjective behaviour regulation: prohibitive and descriptive (Fishbein and Ajzen,
2010). Prohibition is the expectation and subjective probability that the
performer of the behaviour will be approved or disapproved of performing the
behaviour by the relevant group (e.g., family, doctor, partner), and
Descriptiveness is the strength of one’s beliefs about performing the behaviour.
Perceived behavioural control, which can also be referred to as control beliefs,
is defined as a person’s subjective probability. This probability will be affected
by things like skills, time, and money that help or hurt how well people behave
(Ajzen, 2020). For instance, it is difficult for an individual’s earnings to cover the
cost of expensive things. The theory of planned behaviour may play an
important role in elucidating how brand image and social media platforms
influence consumers’ desire to acquire luxury products online.
2.2.2 Online purchase intention
Numerous studies have proved that the newest, accurate, and relevant
information is important on social media (Albert et al., 2004; Lynch and Ariely,
2000). According to several studies, consumers who get information about
companies and products through social media platforms are more likely to
make a purchase. Ko, Cho, and Roberts (2005) say that consumers’ plans to
buy are affected positively by their reasons for looking for information. In
particular, Fisher’s (2009) research data indicates that over 70% of consumers
visit a brand’s social media website to learn more about the product,
approximately 49% of them will make a purchase choice based on online
information, and approximately 60% of them will share what they discover with
others (Miller and Lammas, 2010). In addition, research has identified the
timeliness of information as a reason for consumers to purchase products
online, with Kim and Ko (2012) suggesting that the content displayed on social
media platforms is current as a major factor influencing consumers to purchase
products on social media platforms.
In addition, social media platforms that provide a variety of functional services
and well-known brand products generate greater revenue. The findings
demonstrate that interactive elements are a crucial component of social media
platforms and that website interactivity plays a crucial role in influencing
customer perceptions and behaviours in an online retail environment (Yoo, Lee
and Park, 2010). Lee (2010) proved the statistical influence of interactivity on
users’ views of the utility of e-commerce websites as early as 2006. Customers’
perceptions of the usefulness and advantages of such products will be
significantly influenced by interactive features (Barreda et al., 2016; Palla et al.,
2013) Similarly, consumers are interested in two-way communication; when
using traditional media, consumers may only function as content recipients
(Sundar et al.; 2010). In contrast, consumers who use social media platforms
are able to share their product-related comments and experiences (Jiang et. al;
2010). Therefore, it is believed that the interaction of social media platforms is
a significant element in consumers’ intentions to acquire luxury items.
Similarly, earlier studies have shown the relationship between social media
platform features and consumer purchase intentions (Sin et al., 2012; Moon
and Kim, 2001; Cho and Fiorito, 2008; Lee, Fiore and Kim, 2005). According to
Sin (2012) and others, perceived utility positively influences social media
purchase intent. Liang and Lai (2001) discovered that user activity was greater
on websites that featured online shopping, electronic payment options, search
engines, and pricing comparisons. The technological characteristics of the
platform have a direct impact on consumers’ perceptions regarding it, and
consumers find platforms with advanced features to be more engaging and
entertaining (Bickart and Schindler, 2001). Sin (2012) also notes that if the
procedure of purchasing a product on a social media platform is cumbersome
and complicated, users may refuse to utilise the site to purchase the goods out
of annoyance. This implies that perceived behavioural control, purchase
intentions, and perceived utility are strongly related, and that social media
platforms with great performance may have a beneficial effect on the online
purchase intentions of luxury consumers.
Researchers have said that platforms that focus on security or electronic wordof-mouth may get more people to buy things online (Ranganathan and
Ganapathy, 2002; Schaupp and Belanger, 2005; Szymanski and Hise, 2000).
Schaupp and Belanger (2005) state that social media platforms that offer
secure authentication and privacy assertions make sure that transactions are
accurate and increase consumers’ trust in the platform. Liu et al. (2004) also
found that online shopping sites that offer privacy policies increase e-word-ofmouth about the platform and encourage consumers to buy goods. But the
results of the Chen et al. (2010) study also point to a different view. The results
show that security isn’t always important, and the results will depend on how
well the consumer knows how to use a computer.
According to Sabri (2019), brand image is associated with buy intent, and
customer awareness of brand image enhances purchase intent. And brand
image is important to customers of luxury brands (Escala and Bettman, 2005),
and consumers have good sentiments toward the brand images offered on
social media platforms. Jin and Ryu (2020) suggest that official brand pages on
social media platforms should meet consumers’ needs for brand values.
Furthermore, it is argued that the official digital platform of a luxury brand
indicates that the influence of brand image on the intention to purchase luxury
goods online is limited and that the value is contingent on the relevant content
posted on the social media platform.
2.3
Interactivity
Omar and Dequan (2020) cite the demand for content interaction as a predictor
of content consumption on Tiktok in a quantitative study. They contend that the
Tiktok platform satisfies users’ need to communicate with others by allowing
users to send instant messages and leave comments on their favourite videos
(Caplan, 2003). The findings indicate that Tiktok has significant social
interaction features and that users actively engage with the platform due to its
content creation and sharing capabilities. This suggests that Tiktok has
interactive features that enhance consumers’ purchase intentions and that the
interactivity of the Tiktok platform has a positive effect on consumers’ intentions
to purchase luxury goods. This study argues that additional data on fashion
luxury brands is required to support its conclusions.
Perceived usefulness
The study by Han and Zhang (2020) empirically examined how the
technological features of the platform influenced the intention of Tiktok users to
utilise the platform. The study found that perceived usefulness had a positive
effect on Tiktok consumers’ usage, and that the 5G network technology live
streaming technology offered by the Tiktok platform effectively enhanced
consumer experience and supported consumers’ preference for the Tiktok
platform. Han (2020) also mentioned that the use of technology by Tiktok could
increase consumer concerns regarding the privacy protection technology of the
platform’s users.
Perceived brand image value
A recent study on social media luxury advertising provides preliminary evidence
that official luxury brand pages on social media platforms have a positive impact
on consumers’ purchase intentions (Sabri, 2019). The study explains that social
media platforms, including the Tiktok platform, are widely used by luxury brands
and that the platforms raise consumer expectations of use by providing official
luxury brand buying channels and product content. The results suggest that
consumers’ purchase intentions on the Tiktok platform are influenced by the
level of attention they pay to the brand’s image (Speed and Thompson, 2000).
The findings provide updated research recommendations for this study, but it is
argued that more data on consumer perceptions of fashion and luxury brands
is needed to explain whether fashion and luxury brand image has a positive or
negative impact on consumers.
Informativeness
A study investigated the importance of Tiktok in conveying important public
health messages. Basch (2020) considered that the volume of users and
platform clicks on Tiotok may be able to be an influential platform for
communicating public health messages. The study showed through
quantitative methods that only a small number of the 117 videos provided
validity information, with few facts and useful information. The results show that
the platform spreads messages quickly but that the authenticity of information
spread by consumers is weak (Basch, Hillyer and Jaime, 2020). This means
that the informative nature of Tiktok may lead consumers to get news on the
Tiktok platform but does not influence their purchase intentions. The study fills
some gaps in the literature and provides some relevant data for this study, but
further Tiktok data needs to be collected to validate this study’s findings.
Security
Chen’s (2010) study investigated the characteristics of social media platforms
that increase consumers’ purchase intentions, and the results highlighted the
significance of platform security to online consumers. Their data survey
identified four security features (such as information encryption, confirmation
screens, digital certificates, and accounts with IDs and passwords) that
positively influenced consumer intent. According to their research, consumers
place a premium on security when purchasing goods and services online and
are willing to implement complex security measures to protect their transactions
(Belanger et al., 2002). This is consistent with prior research highlighting the
positive impact of security on consumers’ purchase intentions, providing
support for this study and indicating that it is necessary to determine whether
consumers perceive Tiktok to have the four security features.
2.4 Hypothesis
Past literature has shown five characteristics that have a positive impact on
consumer attitudes and has mentioned five factors (eg. interactivity,
Informativeness, Security, perceived usefulness and perceived brand image
value) as being strongly linked to online purchase intentions. Therefore, this
study will build on past research theories to explore the purchase intentions of
consumers on the Tiktok platform towards luxury goods and establish five
hypotheses.
H1: Interactivity has a positive effect on Tiktok users’ purchase intention
for fashion luxury goods
H2: Informativeness has a positive effect on Tiktok users’ intention to
purchase fashion luxury goods
H3: Security has a positive effect on Tiktok users’ intention to purchase
fashion luxury goods
H4: Perceived usefulness has a positive effect on Tiktok users’ intention
to purchase fashion luxury goods
H5: Perceived brand image value has a positive effect on Tiktok users’
intention to purchase fashion luxury goods
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3. Methodology
This chapter explains the process and methodology used in the study. To begin with, the
research philosophy and methodology of this study are discussed. Then, the research
approach and methodological design are presented. Immediately after, the techniques used
to collect information and the importance of collecting data are explained. Fourthly, the
validity and usability of the clerk’s data are analysed. Finally, the sampling and ethical issues
are explained.
3.1 Research paradigm Reserach paradigm
In this study, it is believed that the research philosophy responds to the author’s perceptions
of the world and these assumptions guide the research strategy and methodology. According
to Vveinhardt et al. (2018), research philosophy is the foundation of research as it involves the
choice of research strategy, questions design, data collection, processing and analysis and it
is significant in understanding the things being researched. This study will refer to Figure 1 to
explain the philosophy of research in terms of ontology, epistemology, axiology and data
collection. This study follows the philosophical philosophy of positivism. In terms of ontology,
it is defined as the general assumptions created in order to understand the true nature of
society (Easterby-Smith et al., 2008). Previous literature has underpinned the research theory
for this study and examined the impact of luxury brands on consumer purchase intentions. In
cognitivism, the positivist perspective asserts that reality is objective and perceptible and
factors phenomena into the exploration of relationships. In axiology, the authors assess the
perspective as autonomous and objective. Therefore, within the positivist philosophy, this
study will observe things closely related to this experiment through the collection of numerical
data.
Source:
(Žukauskas, Vveinhardt and Andriukaitienė, 2018)
3.2 Research Approach
The research approach focuses primarily on the process of developing theory and discovering
knowledge for the study. In order to achieve the process shown in Figure 2, this study has
adopted a deductive research approach, which is more in line with the research philosophy
of this study by statistically generalising the results (Zaborek, 2004). This study proposes five
hypothesis tests to test the theory under review in terms of the known influence of luxury
brands on consumer purchase intentions. Specifically, in the literature review, this study
proposes five hypotheses based on previous theories that will be used to test the findings of
the literature. Thirdly, data collection for this study will be conducted through a questionnaire
model in which a sample selected from users using the Tiktok platform will be investigated
through statistical analysis using SPSS software.
Figure 2: Research Approach
3.3 Research Method
Based on the discussion of the philosophical part of the study and consideration of the theory
of knowledge and ontology (Easterby-Smith et al., 2008), this study uses a quantitative
research method. Firstly, the aim of this study is to investigate current theories through a
deductive approach to investigate the factors that influence consumers to purchase luxury
brands on social media platforms. Secondly, the research philosophy of this study is related
to a positivist approach, reflecting a combination of paradigms from the social sciences
(Žukauskas, Vveinhardt and Andriukaitienė, 2018). Thirdly, the present study is supported by
previous theories in the literature in terms of ontology and creates a relational model to study
the links between variables. In contrast, according to Teherani (2015) et al.’s view of qualitative
research, qualitative research focuses on the outcome of events from a subjective perspective,
in complete contrast to the idea of the existence of a single display of positivism, which
responds to a descriptive and constructive perspective of observation. Therefore, this study
considers that qualitative research methods are not appropriate for this study. This study will
use a cross-sectional design to construct a framework that will guide the collection and
analysis of data at one point in time. The data collected examines the causal relationship
between luxury brand purchase intentions and social platform interactivity, informativeness
and other factors.
Source:
(Žukauskas, Vveinhardt and Andriukaitienė, 2018)
3.4 Data Collection and analysis
Data collection in research is a process of measurement and evaluation that guides the study
to systematically collect relevant and up-to-date data (Faryadi, 2019). The primary data
collection method was used in this study. This study used an online questionnaire survey
method to obtain initial data from users of the TIKTOK platform. The questionnaires will be
distributed and collected online through the Google questionnaire platform. To ensure the
reliability and accuracy of the questionnaire, the data collection section will be interpreted in
this study.
3.4.1 Data collection
The questionnaire is the most efficient in this study. According to Marshall (2005)
questionnaires can provide high quality usable data, achieve efficient response rates and
anonymous participation patterns, contributing to the reliability of the data. It is worth
mentioning that the limitations of questionnaire structure bias also need to be noted (Marshall,
2005). Furthermore, it was explained that questionnaires can be sent to respondents in various
ways, such as posts, emails and web distribution. In this study, the Google questionnaire
platform will be used to distribute the questionnaire to respondents via online questionnaires,
enabling respondents to fill out the questionnaire online and collect data in a uniform manner
to improve data validity and reliability.
3.4.2 Sample
This study will use non-probability sampling to determine the sample to be drawn. The main
demographic target of the questionnaire is consumers of fashion and luxury brands, and Chen,
Hsu and Lin (2010) explain that purchase intention reflects consumers’ desire to make a
purchase through a website. Collecting data on the purchase intentions of fashion and luxury
brand users can help this study understand the correlation between the variables. Secondly,
the age group targeted is mainly the young people in the age group of 19-26. the Tiktok
platform, a social media site used by young people, is mainly used by young people in the
age group of 16-23 (Haenlein, 2020). This age group is generally exposed to internet
electronics or social networking platforms and can provide more relevant data. Therefore,
administering an online questionnaire to this age group can increase the response rate and
validity of the questionnaire. The design of the questionnaire could cite published papers, as
such questionnaires have proven to be valuable and meaningful.3.4.3 Research design
3.4.3 Research design
3.5 Research ethic
The part of ethic was identified as an important part of this study. Data privacy, informed
consent, anonymous submission and confidentiality are all ethical principles considered for
this study. Firstly, in order to achieve data privacy, the study ensured that data would not be
stored for more than 6 months, and that data would be stored and destroyed in a formal way.
Secondly, a statement will be displayed prior to the completion of the questionnaire and
participants will be informed of the confidentiality and privacy of this survey. Thirdly, in order
to achieve privacy and confidentiality, the questionnaire will be designed so that no personal
or contact information of the participants will be involved. Fourthly, participants will be
informed of the survey in advance and it will be up to them to decide whether or not to
participate in the survey. Finally, the purpose of this data collection and questionnaire is free
from all commercial values and any deception, and participants will be informed of the
purpose of the study in advance.
Explore the impact of social media platform on consumer
purchase intention of luxury clothes: take Tiktok platform in
China as an example
探讨中国社会化媒体平台对消费者购买奢侈品意向的影响:以中国
的 Tiktok 平台为例
Firstly, you need to understand the purpose of this study and what it involves.
Please read the following information carefully and consider it carefully, and if
you have any questions about the questionnaire please send us your
feedback. Thank you for taking the time to complete this questionnaire.This is
a questionnaire to explore consumers’ purchase intentions on the
Tiktok platform. If you are a user of social media platforms and have
experienced purchasing services or products, your questionnaire data may be
used in this study. Your participation is completely voluntary, which means
you can withdraw at any time without completing the questionnaire and there
will be no consequences for you. Participation in this survey involves
answering 20 closed-ended questions. Your answers are very important to the
research process of this study and the questions may relate to your feelings
about using the TIKTOK platform, attitudes towards luxury goods. The entire
questionnaire is expected to take no more than 5 minutes.Your participation in
this survey is completely private and we will not ask you to provide any
information about your personal information.
By taking part in this research survey, you will be agreeing to the following.
首先,您需要了解这项研究的目的和涉及的内容。请仔细阅读以下信息,并认
真考虑,如果任何关于问卷的问题请向我们反馈。感谢您抽出时间填写这份问
卷.这是一项探讨消费者在抖音平台购买意愿的问卷调查。如果您平时使用社交
平台并有过购买服务或者产品的经历,您的问卷数据可能会被用于本次研究。
您的参与是完全自愿的,这意味着您可以在没有完成问卷的情况下随时退出,
并且不会对您造成任何后果。参与本次调查需要回答 20 个封闭式问题。您的
回答对于本次研究的研究过程非常重要,问题可能会涉及您对 TIKTOK 平台的
使用感想,奢侈品的态度。整个问卷时间预计不会超过 5 分钟。本次调查您的
参与是完全匿名的,我们不会要求您提供任何有关您身份的信息。如果参与本
次研究调查,您将会同意以下:
1. I understand that participation in this survey is completely voluntary and
that I can end this survey at any time without submitting it and without any
consequences.
我明白参与此次调查我是完全自愿的,我可以没有提交问卷之前随时结束本次
问卷调查,并且不用承担任何后果。
2.I agree that my anonymous data may be used in this study and for research
reporting and data analysis.
我同意此次研究可以使用我的匿名数据并且用于研究报告和数据分析。
3. I agree that the data collected from me may be kept and used by the
researcher for the purposes of this project.
我同意研究人员可能会保存和使用从我这里收集的数据,以用于本项目的研究
4. I understand that my personal information will not appear in any reports or
studies arising from this survey.
我明白,我的个人信息不会出现在任何源于这项调查的报告和研究
5. I acknowledge that I have read the relevant information in this survey.
我确认我已阅读了这项调查的相关信息。
6. I agree I am over 18
我同意我已年满 18 岁。
Basic Information 基本信息
1. Your gender
Male
Female
I don’t want to say
2. What is your age group
18-24
25-34
35-44
More than 40
3. Do you use Tiktok app
Yes
No
4. My daily time spent on Tiktok is
0-1 hour
1-2 hour
2-4 hour
More than 4hour
5. I have purchased products on social media platforms
我曾在社交媒体平台购买产品
Yes
No
6. How often I shop on social media platforms is
我在社交媒体平台购物的频率是
Never 从不
once a week or more 一周一次或更多
once a month or more 一月一次或更多
Every day 每天
Perceived usefulness
感知有用性
7. I feel Tiktok platform is important to me
我认为抖音平台对我很重要
strong disagree 强烈反对
strong agree 强烈赞同
8. I feel Tiktok platform appeals to me
我感觉抖音平台很吸引我
strong disagree 强烈反对
strong agree 强烈赞同
9. I feel that the official brand community on the Tiktok platform is helpful to me
我感觉抖音平台的官方品牌社区对我很有帮助
strong disagree 强烈反对
strong agree 强烈赞同
10. I feel Tiktok platform products match my shopping preferences
我感觉抖音平台的产品与我的购物偏好相同
strong disagree 强烈反对
strong agree 强烈赞同
11. I feel that using the Tiktok platform fits my lifestyle
我感觉使用 Tiktok 平台符合我的生活方式
strong disagree 强烈反对
strong agree 强烈赞同
12. Tiktok platform provides the information I need about the luxury
product.
抖音平台提供了我需要的有关产品的信息
strong disagree 强烈反对
strong agree 强烈赞同
Informativeness of Tiktok platform 抖音平台信息性
13. Tiktok platform is a good source for up-to-date fashion luxury product
information
抖音平台是获取最新时尚奢侈品牌信息的良好来源
strong disagree 强烈反对
strong agree 强烈赞同
14. Tiktok platform provides timely information about the fashion luxury product.
抖音平台及时提供有关时尚奢侈品牌的信息。
strong disagree 强烈反对
strong agree 强烈赞同
15. Tiktok platform is an easily accessible source of information about the fashion
luxury products
抖音平台是一个容易时尚奢侈品牌产品信息的来源
strong disagree 强烈反对
strong agree 强烈赞同
16. Tiktok platform provides complete information about the fashion luxury products
抖音平台提供关于时尚奢侈品的完整信息
strong disagree 强烈反对
strong agree 强烈赞同
Interactivity of Tiktok platform
抖音平台的交互性
17. Tiktok platform facilitates a two-way flow of communication between me and
other purchasers.
抖音平台促进了我和其他购买者之间的双向沟通流
strong disagree 强烈反对
strong agree 强烈赞同
18. Tiktok platform can provides products feedback for me
抖音平台能够为我提供产品反馈
strong disagree 强烈反对
strong agree 强烈赞同
19. Tiktok platform encourages me to provide luxury product comments
抖音平台鼓励我提供在线评论
strong disagree 强烈反对
strong agree 强烈赞同
20. Tiktok platform facilitates communication between me and fashion luxury brand
community
抖音平台促进了我和奢侈品牌社区的交流
strong disagree 强烈反对
strong agree 强烈赞同
Security of Tiktok platform 抖音平台的安全性
21. Tiktok platform provides a secure transaction process
Tiktok 平台提供了安全的交易过程
strong disagree 强烈反对
strong agree 强烈赞同
22. Tiktok platform protects my personal information
Tiktok 平台保护了我的个人信息
strong disagree 强烈反对
strong agree 强烈赞同
23. Tiktok platform encourages highly secure accounts and passwords
Tiktok 平台鼓励设置安全度高的账号及密码
strong disagree 强烈反对
strong agree 强烈赞同
24. Tiktok platform will show security message box during the transaction
在交易过程中,Tiktok 平台将显示安全信息框
strong disagree 强烈反对
strong agree 强烈赞同
25. Tiktok platform is safe for fashion luxury purchases
Tiktok 平台购买奢侈品行为是安全的
strong disagree 强烈反对
strong agree 强烈赞同
Fashion luxury brand on Tiktok platform
Tiktok 平台上的时尚奢侈品牌
26. The brand image of fashion luxury on the Tiktok platform makes me feel more
interesting
抖音平台的时尚奢侈品牌形象让我感觉更有趣
strong disagree 强烈反对
strong agree 强烈赞同
27. Tiktok platform‘s luxury brand page is a great way to show the luxury products
information
抖音平台的奢侈品牌页面能够很好的展现奢侈品信息
strong disagree 强烈反对
strong agree 强烈赞同
28. Tiktok platform’s luxury brand page information affects my attitude
抖音平台的奢侈品牌的页面形象影响了我的态度
strong disagree 强烈反对
strong agree 强烈赞同
29. My favourite fashion luxury brand image encourages my purchases on Tiktok
platform
喜爱的时尚奢侈品牌形象会鼓励我在 Tiktok 的购买行为
strong disagree 强烈反对
strong agree 强烈赞同
30. The factors that might influence your online luxury purchase
可能影响你在线购买奢侈品的因素
Forms of product presentation 产品的展现形式
Professional Sales Guides online 专业的线上导购服务
Special offers or freebies 特别的优惠或者赠品
Favorite Brand Images 喜爱的品牌
Celebrity endorsements 明星代言
Reliability
Notes
Output Created
25-AUG-2022 06:14:42
Comments
Input
Active Dataset
数据集 1
Filter
Weight
Split File
N of Rows in Working Data
File
147
Matrix Input
Missing Value Handling
Definition of Missing
User-defined missing values
are treated as missing.
Cases Used
Statistics are based on all
cases with valid data for
all variables in the
procedure.
Syntax
RELIABILITY
/VARIABLES=感知有用性 1 感知
有用性 2 感知有用性 3 感知有
用性 4 感知有用性 5 信息性 1
信息性 2 信息性 3 信息性 4 信
息性 5 交互性 1 交互性 2 交互
性 3 交互性 4 安全性 1
安全性 2 安全性 3 安全性 4 安
全性 5 品牌形象 1 品牌形象 2
品牌形象 3 品牌形象 4
/SCALE(‘ALL VARIABLES’) ALL
/MODEL=ALPHA
/STATISTICS=DESCRIPTIVE
SCALE
/SUMMARY=TOTAL MEANS COV
CORR.
Resources
Processor Time
00:00:00.02
Elapsed Time
00:00:00.00
Scale: ALL VARIABLES
Case Processing Summary
N
%
Cases
Valid
Excluded
147
100.0
0
.0
a
Total
147
100.0
a. Listwise deletion based on all variables in
the procedure.
Reliability Statistics
Cronbach’s
Alpha
Cronbach’s
Alpha Based on
Standardized
Items
N of Items
.784
23
.785
Item Statistics
Mean
Std. Deviation
N
I feel Tiktok platform is
important to my life
我感觉抖音平台对我很重要
3.98
.918
147
I feel Tiktok platform
appeals to my life
我感觉抖音平台很吸引我
3.91
.972
147
I feel that the official
brand community on the
Tiktok platform is helpful
to my life
我感觉抖音平台的官方品牌社
区对我很有帮助
3.72
.935
147
I feel Tiktok platform
products match my shopping
preferences
我感觉抖音平台的产品与我的
购物偏好相同
3.68
1.066
147
I feel that using the
Tiktok platform fits my
lifestyle
我感觉使用 Tiktok 平台符合我
的生活方式
3.88
1.044
147
Tiktok platform provides
the information I need
about the luxury product.
抖音平台提供了我需要的有关
产品的信息
3.99
.921
147
Tiktok platform is a great
4.01
.848
147
way to get fashion luxury
product information
抖音平台是获取最新时尚奢侈
品牌信息的良好渠道
Tiktok platform provides
timely information about
the fashion luxury product.
抖音平台及时提供有关时尚奢
侈品牌的信息。
3.85
.917
147
Tiktok platform is an
easily accessible source of
information about the
fashion luxury products
抖音平台是一个容易时尚奢侈
品牌产品信息的来源
4.05
1.036
147
Tiktok platform provides
complete information about
the fashion luxury products
抖音平台提供关于时尚奢侈品
的完整信息
3.88
.969
147
Tiktok platform helps me to
communicate with other
purchasers
抖音平台促进了我和其他购买
者之间的交流。
3.90
1.009
147
Tiktok platform can
provides products feedback
for me
抖音平台能够为我提供产品反
馈
3.92
.933
147
Tiktok platform encourages
me to provide luxury
product comments
抖音平台鼓励我提供在线评论
4.02
.989
147
Tiktok platform facilitates
communication between me
and fashion luxury brand
community
抖音平台促进了我和奢侈品牌
社区的交流
3.78
1.070
147
Tiktok platform provides a
secure transaction process
Tiktok 平台提供了安全的交易
过程
4.01
1.003
147
Tiktok platform protects my
personal information
Tiktok 平台保护了我的个人信
息
3.90
.897
147
Tiktok platform encourages
highly secure accounts and
passwords
Tiktok 平台鼓励设置安全度高
的账号及密码
3.97
.914
147
Tiktok platform will show
security message box during
the transaction
在交易过程中,Tiktok 平台将
显示安全信息框。
3.99
.965
147
Tiktok platform is safe for
fashion luxury purchases
Tiktok 平台购买奢侈品行为是
安全的
3.95
.942
147
The brand image of fashion
luxury on the Tiktok
platform makes me feel more
interesting
抖音平台的时尚奢侈品牌形象
让我感觉更有趣
3.82
.934
147
Tiktok platform‘s luxury
brand page is a great way
to show the luxury products
information
抖音平台的奢侈品牌页面能够
很好的展现奢侈品信息
4.04
.810
147
Tiktok platform’s luxury
brand page information
affects my attitude
抖音平台的奢侈品牌的页面形
象影响了我的态度
3.97
1.046
147
My favourite fashion luxury
brand image encourages my
purchases on Tiktok
platform
喜爱的时尚奢侈品牌形象会鼓
励我在 Tiktok 的购买行为
3.93
.853
147
Summary Item Statistics
Mean
Minimum
Maximum
Range
Maximum /
Minimum
Variance
Item Means
3.920
3.680
4.048
.367
1.100
.009
Inter-Item Covariances
.126
-.256
.658
.915
-2.568
.029
Inter-Item Correlations
.136
-.248
.588
.837
-2.368
.033
Summary Item Statistics
N of Items
Item Means
23
Inter-Item Covariances
23
Inter-Item Correlations
23
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item
Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach’s
Alpha if Item
Deleted
I feel Tiktok platform
is important to my life
我感觉抖音平台对我很重要
86.17
77.854
.385
.419
.775
I feel Tiktok platform
appeals to my life
我感觉抖音平台很吸引我
86.24
75.347
.512
.520
.767
I feel that the official
brand community on the
Tiktok platform is
helpful to my life
我感觉抖音平台的官方品牌
社区对我很有帮助
86.43
78.603
.329
.508
.778
I feel Tiktok platform
products match my
shopping preferences
我感觉抖音平台的产品与我
的购物偏好相同
86.47
74.826
.486
.619
.768
I feel that using the
Tiktok platform fits my
lifestyle
我感觉使用 Tiktok 平台符
合我的生活方式
86.27
74.950
.492
.515
.767
Tiktok platform provides
the information I need
about the luxury
product.
抖音平台提供了我需要的有
86.16
79.042
.308
.473
.779
关产品的信息
Tiktok platform is a
great way to get fashion
luxury product
information
抖音平台是获取最新时尚奢
侈品牌信息的良好渠道
86.14
79.918
.284
.476
.780
Tiktok platform provides
timely information about
the fashion luxury
product.
抖音平台及时提供有关时尚
奢侈品牌的信息。
86.30
79.019
.311
.385
.779
Tiktok platform is an
easily accessible source
of information about the
fashion luxury products
抖音平台是一个容易时尚奢
侈品牌产品信息的来源
86.10
76.270
.420
.485
.772
Tiktok platform provides
complete information
about the fashion luxury
products
抖音平台提供关于时尚奢侈
品的完整信息
86.27
79.114
.283
.435
.780
Tiktok platform helps me
to communicate with
other purchasers
抖音平台促进了我和其他购
买者之间的交流。
86.24
77.652
.352
.486
.776
Tiktok platform can
provides products
feedback for me
抖音平台能够为我提供产品
反馈
86.23
79.535
.272
.497
.781
Tiktok platform
encourages me to provide
luxury product comments
抖音平台鼓励我提供在线评
论
86.13
77.524
.369
.586
.775
Tiktok platform
facilitates
communication between me
and fashion luxury brand
86.37
79.220
.240
.503
.783
community
抖音平台促进了我和奢侈品
牌社区的交流
Tiktok platform provides
a secure transaction
process
Tiktok 平台提供了安全的交
易过程
86.14
79.411
.253
.344
.782
Tiktok platform protects
my personal information
Tiktok 平台保护了我的个人
信息
86.25
81.299
.175
.518
.786
Tiktok platform
encourages highly secure
accounts and passwords
Tiktok 平台鼓励设置安全度
高的账号及密码
86.18
80.462
.222
.472
.783
Tiktok platform will
show security message
box during the
transaction
在交易过程中,Tiktok 平台
将显示安全信息框。
86.16
81.151
.164
.573
.787
Tiktok platform is safe
for fashion luxury
purchases
Tiktok 平台购买奢侈品行为
是安全的
86.20
79.054
.298
.331
.779
The brand image of
fashion luxury on the
Tiktok platform makes me
feel more interesting
抖音平台的时尚奢侈品牌形
象让我感觉更有趣
86.33
77.235
.416
.548
.773
Tiktok platform‘s
luxury brand page is a
great way to show the
luxury products
information
抖音平台的奢侈品牌页面能
够很好的展现奢侈品信息
86.11
79.194
.353
.495
.777
Tiktok platform’s luxury
brand page information
affects my attitude
86.18
78.174
.306
.604
.779
抖音平台的奢侈品牌的页面
形象影响了我的态度
My favourite fashion
luxury brand image
encourages my purchases
on Tiktok platform
喜爱的时尚奢侈品牌形象会
鼓励我在 Tiktok 的购买行
为
86.22
79.942
Scale Statistics
Mean
90.15
Variance
Std. Deviation
N of Items
84.936
9.216
23
.280
.546
.780
Case Processing Summary
N
Cases
Valid
Excludeda
Total
147
%
100.0
0
0.0
147
100.0
a. Listwise deletion based on all variables
in the procedure.
Reliability Statistics
Cronbach’s
Alpha Based on
Cronbach’s
Standardized
Alpha
Items
N of Items
0.785
0.784
23
Item Statistics
I feel Tiktok platform is
important to my life
我感觉抖音平台对我很重要
Mean
Std. Deviation
3.98
0.918
N
147
I feel Tiktok platform
appeals to my life
我感觉抖音平台很吸引我
3.91
0.972
147
I feel that the official
brand community on the
Tiktok platform is
helpful to my life
我感觉抖音平台的官方品牌
社区对我很有帮助
3.72
0.935
147
I feel Tiktok platform
products match my
shopping preferences
我感觉抖音平台的产品与我
的购物偏好相同
3.68
1.066
147
I feel that using the
Tiktok platform fits my
lifestyle
我感觉使用Tiktok平台符合
我的生活方式
Tiktok platform provides
the information I need
about the luxury product.
抖音平台提供了我需要的有
关产品的信息
3.88
1.044
147
3.99
0.921
147
Tiktok platform is a
great way to get fashion
luxury product
information
抖音平台是获取最新时尚奢
侈品牌信息的良好渠道
4.01
0.848
147
Tiktok platform provides
timely information about
the fashion luxury
product.
抖音平台及时提供有关时尚
奢侈品牌的信息。
3.85
0.917
147
Tiktok platform is an
easily accessible source
of information about the
fashion luxury products
抖音平台是一个容易时尚奢
侈品牌产品信息的来源
4.05
1.036
147
Tiktok platform provides
complete information
3.88
0.969
147
Tiktok platform helps me
to communicate with other
purchasers
抖音平台促进了我和其他购
买者之间的交流。
3.90
1.009
147
Tiktok platform can
provides products
3.92
0.933
147
Tiktok platform
encourages me to provide
luxury product comments
抖音平台鼓励我提供在线评
论
4.02
0.989
147
Tiktok platform
facilitates communication
between me and fashion
luxury brand community
抖音平台促进了我和奢侈品
牌社区的交流
3.78
1.070
147
Tiktok platform provides
a secure transaction
4.01
1.003
147
Tiktok platform protects
my personal information
Tiktok平台保护了我的个人
信息
3.90
0.897
147
Tiktok platform
encourages highly secure
accounts and passwords
Tiktok平台鼓励设置安全度
高的账号及密码
3.97
0.914
147
Tiktok platform will show
security message box
during the transaction
在交易过程中,Tiktok平台
将显示安全信息框。
3.99
0.965
147
Tiktok platform is safe
for fashion luxury
purchases
Tiktok平台购买奢侈品行为
是安全的
The brand image of
fashion luxury on the
Tiktok platform makes me
feel more interesting
抖音平台的时尚奢侈品牌形
象让我感觉更有趣
3.95
0.942
147
3.82
0.934
147
Tiktok platform‘s luxury
brand page is a great way
to show the luxury
products information
抖音平台的奢侈品牌页面能
够很好的展现奢侈品信息
4.04
0.810
147
Tiktok platform’s luxury
brand page information
affects my attitude
抖音平台的奢侈品牌的页面
形象影响了我的态度
3.97
1.046
147
My favourite fashion
luxury brand image
encourages my purchases
on Tiktok platform
喜爱的时尚奢侈品牌形象会
鼓励我在Tiktok的购买行为
3.93
0.853
147
about the fashion luxury
products
抖音平台提供关于时尚奢侈
品的完整信息
feedback for me
抖音平台能够为我提供产品
反馈
process
Tiktok平台提供了安全的交
易过程
Summary Item Statistics
Mean
3.920
Minimum
3.680
Maximum
4.048
Range
0.367
Maximum /
Minimum
1.100
Inter-Item Covariances
0.126
-0.256
0.658
0.915
-2.568
0.029
23
Inter-Item
Correlations
0.136
-0.248
0.588
0.837
-2.368
0.033
23
Item Means
Variance N of Items
0.009
23
Item-Total Statistics
I feel Tiktok platform is
important to my life
我感觉抖音平台对我很重要
Scale Mean if Scale Variance
Item Deleted if Item Deleted
86.17
77.854
Corrected ItemTotal
Correlation
0.385
Squared
Cronbach’s
Multiple
Alpha if Item
Correlation
Deleted
0.419
0.775
I feel Tiktok platform
appeals to my life
我感觉抖音平台很吸引我
86.24
75.347
0.512
0.520
0.767
I feel that the official
brand community on the
Tiktok platform is
helpful to my life
我感觉抖音平台的官方品牌
社区对我很有帮助
86.43
78.603
0.329
0.508
0.778
I feel Tiktok platform
products match my
shopping preferences
我感觉抖音平台的产品与我
的购物偏好相同
86.47
74.826
0.486
0.619
0.768
I feel that using the
Tiktok platform fits my
lifestyle
我感觉使用Tiktok平台符合
我的生活方式
86.27
74.950
0.492
0.515
0.767
Tiktok platform provides
the information I need
about the luxury product.
抖音平台提供了我需要的有
关产品的信息
86.16
79.042
0.308
0.473
0.779
Tiktok platform is a
great way to get fashion
luxury product
information
抖音平台是获取最新时尚奢
侈品牌信息的良好渠道
86.14
79.918
0.284
0.476
0.780
Tiktok platform provides
timely information about
the fashion luxury
product.
抖音平台及时提供有关时尚
奢侈品牌的信息。
86.30
79.019
0.311
0.385
0.779
Tiktok platform is an
easily accessible source
of information about the
fashion luxury products
抖音平台是一个容易时尚奢
侈品牌产品信息的来源
86.10
76.270
0.420
0.485
0.772
Tiktok platform provides
complete information
86.27
79.114
0.283
0.435
0.780
Tiktok platform helps me
to communicate with other
purchasers
抖音平台促进了我和其他购
买者之间的交流。
86.24
77.652
0.352
0.486
0.776
Tiktok platform can
provides products
feedback for me
抖音平台能够为我提供产品
反馈
86.23
79.535
0.272
0.497
0.781
Tiktok platform
encourages me to provide
luxury product comments
抖音平台鼓励我提供在线评
论
86.13
77.524
0.369
0.586
0.775
Tiktok platform
facilitates communication
between me and fashion
luxury brand community
抖音平台促进了我和奢侈品
牌社区的交流
86.37
79.220
0.240
0.503
0.783
Tiktok platform provides
a secure transaction
process
Tiktok平台提供了安全的交
易过程
86.14
79.411
0.253
0.344
0.782
Tiktok platform protects
my personal information
86.25
81.299
0.175
0.518
0.786
Tiktok platform
encourages highly secure
accounts and passwords
Tiktok平台鼓励设置安全度
高的账号及密码
86.18
80.462
0.222
0.472
0.783
Tiktok platform will show
security message box
during the transaction
在交易过程中,Tiktok平台
将显示安全信息框。
86.16
81.151
0.164
0.573
0.787
Tiktok platform is safe
for fashion luxury
86.20
79.054
0.298
0.331
0.779
86.33
77.235
0.416
0.548
0.773
Tiktok platform‘s luxury
brand page is a great way
to show the luxury
products information
抖音平台的奢侈品牌页面能
够很好的展现奢侈品信息
86.11
79.194
0.353
0.495
0.777
Tiktok platform’s luxury
brand page information
affects my attitude
抖音平台的奢侈品牌的页面
形象影响了我的态度
86.18
78.174
0.306
0.604
0.779
My favourite fashion
luxury brand image
encourages my purchases
on Tiktok platform
喜爱的时尚奢侈品牌形象会
鼓励我在Tiktok的购买行为
86.22
79.942
0.280
0.546
0.780
about the fashion luxury
products
抖音平台提供关于时尚奢侈
品的完整信息
Tiktok平台保护了我的个人
信息
purchases
Tiktok平台购买奢侈品行为
是安全的
The brand image of
fashion luxury on the
Tiktok platform makes me
feel more interesting
抖音平台的时尚奢侈品牌形
象让我感觉更有趣
Scale Statistics
Mean
Variance Std. Deviation N of Items
90.15
84.936
9.216
23
Factor Analysis
Notes
Output Created
25-AUG-2022 06:21:33
Comments
Input
Active Dataset
数据集 1
Filter
Weight
Split File
N of Rows in Working Data
File
Missing Value Handling
Syntax
147
Definition of Missing
MISSING=EXCLUDE: Userdefined missing values are
treated as missing.
Cases Used
LISTWISE: Statistics are
based on cases with no
missing values for any
variable used.
FACTOR
/VARIABLES 感知有用性 1 感知
有用性 2 感知有用性 3 感知有
用性 4 感知有用性 5 信息性 1
信息性 2 信息性 3 信息性 4 信
息性 5 交互性 1 交互性 2 交互
性 3 交互性 4 安全性 1
安全性 2 安全性 3 安全性 4 安
全性 5 品牌形象 1 品牌形象 2
品牌形象 3 品牌形象 4
/MISSING LISTWISE
/ANALYSIS 感知有用性 1 感知
有用性 2 感知有用性 3 感知有
用性 4 感知有用性 5 信息性 1
信息性 2 信息性 3 信息性 4 信
息性 5 交互性 1 交互性 2 交互
性 3 交互性 4 安全性 1
安全性 2 安全性 3 安全性 4 安
全性 5 品牌形象 1 品牌形象 2
品牌形象 3 品牌形象 4
/PRINT INITIAL KMO
EXTRACTION ROTATION
/CRITERIA MINEIGEN(1)
ITERATE(25)
/EXTRACTION PC
/CRITERIA ITERATE(25)
/ROTATION VARIMAX
/METHOD=CORRELATION.
Resources
Processor Time
00:00:00.02
Elapsed Time
00:00:00.02
Maximum Memory Required
63504 (62.016K) bytes
KMO and Bartlett’s Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett’s Test of
Sphericity
Approx. Chi-Square
.717
1266.196
df
253
Sig.

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