Stuck in the Experience: How Tiktok Shop Leverages Perceived Interactivity, Immersion, and Enjoyment in Purchase Decisions

Authors

  • Nisrina Hamid Universitas Muhammadiyah Kendari
  • Indri Hapsari Universitas Muhammadiyah Kendari
  • Sri Wani Universitas Muhammadiyah Kendari

DOI:

https://doi.org/10.26905/jmdk.v12i2.12913

Keywords:

Enjoyment, Immersion, Percevied Interactivity, Purchase Decisions

Abstract

Initially a social media platform, TikTok has evolved into the most extensively downloaded medium for product promotion and sales, prompting both endorsement and critique. This study aims to explore the impact of enjoyment as a mediating variable between perceived interactivity, immersion, and buying decisions utilizing SEM-PLS analysis. Findings reveal that perceived interactivity and immersion significantly and positively influence enjoyment, yet perceived interactivity fails to significantly impact purchase decisions positively. Notably, enjoyment as a mediating variable demonstrates mediating effects on purchase decisions, with distinct degrees of mediation, including partial and full mediation.

References

Afifah, N., & Yulida. (2019). Pengaruh Product Knowledge, Online Customer Review dan Perceived Enjoyment Terhadap Niat Beli Smartphone Dengan Price Discount Sebagai Variabel Moderasi (Studi Pada Konsumen Situs Jual Beli Online Shope. 2019, 7 No 1(1), 1–12.

Eddy, R. R. (2021). Immersion ’ s Relationship to Enjoyment in Gaming. 2020–2021.

Fang, Y. H. (2012). Does online interactivity matter? Exploring the role of interactivity strategies in consumer decision making. Computers in Human Behavior, 28(5), 1790–1804. https://doi.org/10.1016/j.chb.2012.04.019

Gonzales, A. L., Finley, T., & Duncan, S. P. (2009). (Perceived) interactivity: Does interactivity increase enjoyment and creative identity in artistic spaces? Conference on Human Factors in Computing Systems - Proceedings, 415–418. https://doi.org/10.1145/1518701.1518767

Hansel, B. (2021). Pengaruh Perceived Enjoyment terhadap Repurchase Intention melalui Shopping Orientation untuk Seller yang membuka Lapak pada aplikasi Tokopedia di Surabaya. Agora, 9(2).

Hasudungan Sinaga, R. P., P. Tobing, R., & Larasati, N. (2022). Pengaruh Perceived Usefulness, Perceived Ease of Use Dan Perceived Enjoyment Terhadap Usage Decision Konsumen Pada Shopee Tanam. JISMA: Jurnal Ilmu Sosial, Manajemen, Dan Akuntansi, 1(4), 509–524. https://doi.org/10.59004/jisma.v1i4.188

Indriastuti, H., Hidayati, T., Asnawati, Martiyanti, D., Ayu, A. R. F., & Putit, L. (2024). How Real-Time Interactivity Influences Impulse Buying Behaviour in Generation Z’s during Live Streaming Shopping: The Mediating Role of Perceived Enjoyment. ECONOMICS - Innovative and Economics Research Journal, 279–291. https://doi.org/10.2478/eoik-2024-0047

Jee, J., & Lee, W. (2002). Antecedents and Consequences of Perceived Interactivity: An Exploratory Study. Journal of Interactive Advertising, 3(1), 34–45.

Jiang, Z., Chan, J., Tan, B. C. Y., & Chua, W. S. (2010). Effects of interactivity on website involvement and purchase intention. Journal of the Association for Information Systems, 11(1), 34–59. https://doi.org/10.17705/1jais.00218

Joo, E., & Yang, J. (2023). How perceived interactivity affects consumers’ shopping intentions in live stream commerce: roles of immersion, user gratification and product involvement. Journal of Research in Interactive Marketing, 17(5), 754–772. https://doi.org/10.1108/JRIM-02-2022-0037

Khasanah, U., & Kuswanto, A. (2023). The Effect of Demand, Convenience, Interactivity, Playfulness Through Impulsive Buying as an Intervening Variable on Shopee Live. Kontigensi : Jurnal Ilmiah Manajemen, 11(1), 163–176. https://doi.org/10.56457/jimk.v11i1.338

Laudon, K. C., & Guercio Traver, C. (2020). E-Commerce 2020-2021: Business, Technology and Society, Global Edition. Pearson Education.

Leveau, P. H., & Camus, et S. (2023). Embodiment, immersion, and enjoyment in virtual reality marketing experiences. Psychology and Marketing, 40(7), 1329–1343. https://doi.org/10.1002/mar.21822

Maharani, S., & Dirgantara, I. M. B. (2023). Faktor-Faktor yang Mempengaruhi Immersion Saat Live Streaming Syaria Shopping Serta Pengaruhnya Kepada Minat Pembelian (Studi Pada Social Commerce Tik Tok Indonesia). Jurnal Ilmiah Ekonomi Islam, 2(9), 2942–2955. http://dx.doi.org/10.29040/jiei.v9i2.9854

Mohammad Ibrahim, M., & Irwan Abdul Rahim, Mk. (2018). Moocs Continuance Intention In Malaysia: The Role Of Interactivity And Enjoyment. Journal Of Global Business and Social Entrepreneurship (GBSE), 4(11), 24621714. www.gbse.com.my

Smink, A. R., Frowijn, S., van Reijmersdal, E. A., van Noort, G., & Neijens, P. C. (2019). Try online before you buy: How does shopping with augmented reality affect brand responses and personal data disclosure. Electronic Commerce Research and Applications, 35(January), 100854. https://doi.org/10.1016/j.elerap.2019.100854

Song, H. K., Baek, E., & Choo, H. J. (2020). Try-on experience with augmented reality comforts your decision: Focusing on the roles of immersion and psychological ownership. Information Technology and People, 33(4), 1214–1234. https://doi.org/10.1108/ITP-02-2019-0092

Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37(December 2018), 100886. https://doi.org/10.1016/j.elerap.2019.100886

Tang, F. (2020). The more interactivity the better? Investigating interactivity, task complexity, and product knowledge in online purchase decisions. Information Technology and Management, 21(3), 179–189. https://doi.org/10.1007/s10799-020-00316-2

Tonietto, G. N., & Barasch, A. (2021). Generating Content Increases Enjoyment by Immersing Consumers and Accelerating Perceived Time. Journal of Marketing, 85(6), 83–100. https://doi.org/10.1177/0022242920944388

Wismiarsi, T., Pangaribuan, C. H., Prayitno, S. B., & Ainin, A. Q. (2024). The influences of content interactivity on purchase intention: An engagement mediation. Multidisciplinary Science Journal, 6(7), 1–10. https://doi.org/10.31893/multiscience.2024094

Woolams, B. (2023). From entertainment to e-commerce: how TikTok is spearheading a retail revolution. The Drum. https://www.thedrum.com/opinion/2023/08/09/entertainment-e-commerce-how-tiktok-spearheading-retail-revolution

Yang, F., & Shen, F. (2018). Effects of Web Interactivity: A Meta-Analysis. Communication Research, 45(5), 635–658. https://doi.org/10.1177/0093650217700748

Downloads

Additional Files

Published

2025-01-02

Issue

Vol. 12 No. 2 (2024): December (2024)

Section

Articles

License

Authors who publish with this journal agree to the following terms:

(1) Copyright of the published articles will be transferred to the journal as the publisher of the manuscripts. Therefore, the author confirms that the copyright has been managed by the journal.

(2) Publisher of Jurnal Penelitian is University of Merdeka Malang.

(3) The copyright follows Creative Commons Attribution–ShareAlike License (CC BY SA): This license allows to Share — copy and redistribute the material in any medium or format, Adapt — remix, transform, and build upon the material, for any purpose, even commercially.