How Does Personalization by Artificial Intelligence on TikTok Influence Purchase Intention?
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Published:
Nov 28, 2023
Keywords:
Artificial Intelligence, Attitude Towards Personalization, Perceived Ease of Use, Perceived Usefulness, Purchase Intention
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Economy
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Abstract
The rise of technology has brought about a surge in internet-based services, shaping social media into a platform for both promotion and online commerce. This study aims to assess the influence of artificial intelligence-driven personalization on purchase intention within the context of TikTok's social media platform. The variables examined in this study encompassed the impact of perceived usefulness, perceived ease of use, and attitude toward personalization on purchase intention within TikTok. This study employs Structural Equation Modeling (SEM) and AMOS 22 statistical software to examine the association between the independent and dependent variables to provide empirical evidence supporting the formulated hypothesis. The data collection methodology employed in this study was a questionnaire administered to a sample of 206 respondents, selected using purposive sampling. The results of this study indicate that the perceived usefulness and perceived ease of use personalization by artificial intelligence have a notable and favorable influence on individuals' attitudes toward personalization. The attitude towards personalization also exhibits a strong influence on purchase intention. Meanwhile, the attitude towards personalization mediates between the perceived usefulness of personalization by artificial intelligence and the perceived ease of use of personalization by artificial intelligence concerning purchase intention.
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How to Cite
Anjelita, M., Juniwati, J., Purmono, B. B. ., Pebrianti, W. . and Saputra, P. . (2023) “How Does Personalization by Artificial Intelligence on TikTok Influence Purchase Intention?”, Jurnal Mantik, 7(3), pp. 2513-2523. doi: 10.35335/mantik.v7i3.4412.
References
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Bleier, A., Goldfarb, A., & Tucker, C. (2020). Consumer privacy and the future of data-based innovation and marketing. International Journal of Research in Marketing, 37(3), 466–480. https://doi.org/10.1016/j.ijresmar.2020.03.006
Campbell, C., Sands, S., Ferraro, C., Tsao, H. Y. (Jody), & Mavrommatis, A. (2020). From data to action: How marketers can leverage AI. Business Horizons, 63(2), 227–243. https://doi.org/10.1016/j.bushor.2019.12.002
Capatina, A., Kachour, M., Lichy, J., Micu, A., Micu, A. E., & Codignola, F. (2020). Matching the future capabilities of an artificial intelligence-based software for social media marketing with potential users’ expectations. Technological Forecasting and Social Change, 151. https://doi.org/10.1016/j.techfore.2019.119794
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Choudhary, V., Ghose, A., Mukhopadhyay, T., & Rajan, U. (2005). Personalized pricing and quality differentiation. Management Science, 51(7), 1120–1130. https://doi.org/10.1287/mnsc.1050.0383
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De Toni, D., Pompermayer, R., Lazzari, F., & Milan, G. S. (2022). The symbolic value of wine, moderating and mediating factors and their relationship to consumer purchase intention. International Journal of Wine Business Research, 34(2), 190–211. https://doi.org/10.1108/IJWBR-01-2021-0006
Gao, Y., & Liu, H. (2022). Artificial intelligence-enabled personalization in interactive marketing: a customer journey perspective. Journal of Research in Interactive Marketing, 1–18. https://doi.org/10.1108/JRIM-01-2022-0023
Hallikainen, H., Luongo, M., Dhir, A., & Laukkanen, T. (2022). Consequences of personalized product recommendations and price promotions in online grocery shopping. Journal of Retailing and Consumer Services, 69. https://doi.org/10.1016/j.jretconser.2022.103088
Herzallah, D., Muñoz-Leiva, F., & Liebana-Cabanillas, F. (2022). Drivers of purchase intention in Instagram Commerce. Spanish Journal of Marketing - ESIC, 26(2), 168–188. https://doi.org/10.1108/SJME-03-2022-0043
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Holsapple, C. W., Hsiao, S. H., & Pakath, R. (2018). Business social media analytics: Characterization and conceptual framework. Decision Support Systems, 110, 32–45. https://doi.org/10.1016/j.dss.2018.03.004
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the Customer Experience Through New Technologies. Journal of Interactive Marketing, 51, 57–71. https://doi.org/10.1016/j.intmar.2020.04.001
Huang, Z., Zhu, Y., Hao, A., & Deng, J. (2023). How social presence influences consumer purchase intention in live video commerce: the mediating role of immersive experience and the moderating role of positive emotions. Journal of Research in Interactive Marketing, 17(4), 493–509. https://doi.org/10.1108/JRIM-01-2022-0009
Koran Sulindo. (2023). Sejarah TikTok Shop Hingga Dilarang di Indonesia. Koran Sulindo. https://koransulindo.com/sejarah-tiktok-shop-hingga-dilarang-di-indonesia/
Kosinski, M., Stillwell, D., & Graepel, T. (2013). Private traits and attributes are predictable from digital records of human behavior. Proceedings of the National Academy of Sciences of the United States of America, 110(15), 5802–5805. https://doi.org/10.1073/pnas.1218772110
Lavie, T., Sela, M., Oppenheim, I., Inbar, O., & Meyer, J. (2010). User attitudes towards news content personalization. International Journal of Human Computer Studies, 68(8), 483–495. https://doi.org/10.1016/j.ijhcs.2009.09.011
Lee, I. (2018). Social media analytics for enterprises: Typology, methods, and processes. Business Horizons, 61(2), 199–210. https://doi.org/10.1016/j.bushor.2017.11.002
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Liang, Y., Lee, S. H., & Workman, J. E. (2020). Implementation of Artificial Intelligence in Fashion: Are Consumers Ready? Clothing and Textiles Research Journal, 38(1), 3–18. https://doi.org/10.1177/0887302X19873437
Martínez-López, F. J., Li, Y., Feng, C., & Esteban-Millat, I. (2020). Purchasing through Social Platforms with Buy Buttons: A Basic Hierarchical Sequence. Journal of Organizational Computing and Electronic Commerce, 30(1), 67–87. https://doi.org/10.1080/10919392.2020.1713698
Mican, D., Sitar-T?ut, D. A., & Moisescu, O. I. (2020). Perceived usefulness: A silver bullet to assure user data availability for online recommendation systems. Decision Support Systems, 139. https://doi.org/10.1016/j.dss.2020.113420
Miller, T. (2019). Explanation in artificial intelligence: Insights from the social sciences. In Artificial Intelligence (Vol. 267, pp. 1–38). Elsevier B.V. https://doi.org/10.1016/j.artint.2018.07.007
Tong, S., Luo, X., & Xu, B. (2020). Personalized mobile marketing strategies. Journal of the Academy of Marketing Science, 48(1), 64–78. https://doi.org/10.1007/s11747-019-00693-3
Truong, P., Uyen, L., & Le Ha, N. T. (n.d.-a). IMPACT OF CONSUMERS’ MOTIVATIONS ON CONSUMERS’ ATTITUDES TOWARDS FACEBOOK PERSONALIZED ADVERTISING AND PURCHASE INTENTIONS: A RESEARCH MODEL. International Journal of Information, Business and Management, 13(4), 2021.
Truong, P., Uyen, L., & Le Ha, N. T. (n.d.-b). IMPACT OF CONSUMERS’ MOTIVATIONS ON CONSUMERS’ ATTITUDES TOWARDS FACEBOOK PERSONALIZED ADVERTISING AND PURCHASE INTENTIONS: A RESEARCH MODEL. International Journal of Information, Business and Management, 13(4), 2021.
Tuck, *, Chung, S., Rust, R. T., & Wedel, M. (2007). MY MOBILE MUSIC: AN ADAPTIVE PERSONALIZATION SYSTEM FOR DIGITAL AUDIO PLAYERS.
Wang, C., Ahmad, S. F., Bani Ahmad Ayassrah, A. Y. A., Awwad, E. M., Irshad, M., Ali, Y. A., Al-Razgan, M., Khan, Y., & Han, H. (2023). An empirical evaluation of technology acceptance model for Artificial Intelligence in E-commerce. Heliyon, 9(8). https://doi.org/10.1016/j.heliyon.2023.e18349
Wang, M., Sun, L. L., & Hou, J. D. (2021). How emotional interaction affects purchase intention in social commerce: the role of perceived usefulness and product type. Psychology Research and Behavior Management, 14, 467–481. https://doi.org/10.2147/PRBM.S301286
Wang, Y. (2020). Humor and camera view on mobile short-form video apps influence user experience and technology-adoption intent, an example of TikTok (DouYin). Computers in Human Behavior, 110. https://doi.org/10.1016/j.chb.2020.106373
White Baker, E., Hubona, G. S., & Srite, M. (2019). Does “Being There” Matter? The Impact of Web-Based and Virtual World’s Shopping Experiences on Consumer Purchase Attitudes. Information and Management, 56(7). https://doi.org/10.1016/j.im.2019.02.008
Xiao, Y., Wang, L., & Wang, P. (2019). Research on the Influence of Content Features of Short Video Marketing on Consumer purchase intentions.
Zhao, M., Hoeffler, S., & Dahl, D. W. (2012). Imagination difficulty and new product evaluation. Journal of Product Innovation Management, 29, 76–90. https://doi.org/10.1111/j.1540-5885.2012.00951.x
Bahri-Ammari Nedra, Walid hadhri, & Mariem Mezrani. (2019). Determinants of customers’ intentions to use hedonic networks: The case of Instagram. Elseiver.
Bhagat, R., Chauhan, V., & Bhagat, P. (2023). Investigating the impact of artificial intelligence on consumer’s purchase intention in e-retailing. Foresight, 25(2), 249–263. https://doi.org/10.1108/FS-10-2021-0218
Bhagat, R., Chauhandanpallavi, V., Abstrak, B., Bhagat Berbasis Di, R., Bisnis, S., Bhaderwah, K., & Chauhan Berbasis Di, V. (n.d.). Menyelidiki dampak kecerdasan buatan terhadap niat membeli konsumen di e-retailing. www.onlinedoctranslator.com
Bhimani, H., Mention, A. L., & Barlatier, P. J. (2019). Social media and innovation: A systematic literature review and future research directions. Technological Forecasting and Social Change, 144, 251–269. https://doi.org/10.1016/j.techfore.2018.10.007
Bleier, A., Goldfarb, A., & Tucker, C. (2020). Consumer privacy and the future of data-based innovation and marketing. International Journal of Research in Marketing, 37(3), 466–480. https://doi.org/10.1016/j.ijresmar.2020.03.006
Campbell, C., Sands, S., Ferraro, C., Tsao, H. Y. (Jody), & Mavrommatis, A. (2020). From data to action: How marketers can leverage AI. Business Horizons, 63(2), 227–243. https://doi.org/10.1016/j.bushor.2019.12.002
Capatina, A., Kachour, M., Lichy, J., Micu, A., Micu, A. E., & Codignola, F. (2020). Matching the future capabilities of an artificial intelligence-based software for social media marketing with potential users’ expectations. Technological Forecasting and Social Change, 151. https://doi.org/10.1016/j.techfore.2019.119794
Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22–32. https://doi.org/10.1016/j.techfore.2018.11.025
Choudhary, V., Ghose, A., Mukhopadhyay, T., & Rajan, U. (2005). Personalized pricing and quality differentiation. Management Science, 51(7), 1120–1130. https://doi.org/10.1287/mnsc.1050.0383
Christina Newberry. (2023). 2023 TikTok Algorithm Explained + Tips to Go Viral. Hootsuite.
Cindy Mutia Annur. (2023). TikTok Shop Ditutup Hari Ini, Berapa Jumlah Pengguna TikTok di Indonesia? Databoks.
De Toni, D., Pompermayer, R., Lazzari, F., & Milan, G. S. (2022). The symbolic value of wine, moderating and mediating factors and their relationship to consumer purchase intention. International Journal of Wine Business Research, 34(2), 190–211. https://doi.org/10.1108/IJWBR-01-2021-0006
Gao, Y., & Liu, H. (2022). Artificial intelligence-enabled personalization in interactive marketing: a customer journey perspective. Journal of Research in Interactive Marketing, 1–18. https://doi.org/10.1108/JRIM-01-2022-0023
Hallikainen, H., Luongo, M., Dhir, A., & Laukkanen, T. (2022). Consequences of personalized product recommendations and price promotions in online grocery shopping. Journal of Retailing and Consumer Services, 69. https://doi.org/10.1016/j.jretconser.2022.103088
Herzallah, D., Muñoz-Leiva, F., & Liebana-Cabanillas, F. (2022). Drivers of purchase intention in Instagram Commerce. Spanish Journal of Marketing - ESIC, 26(2), 168–188. https://doi.org/10.1108/SJME-03-2022-0043
Hill, J., Randolph Ford, W., & Farreras, I. G. (2015). Real conversations with artificial intelligence: A comparison between human-human online conversations and human-chatbot conversations. Computers in Human Behavior, 49, 245–250. https://doi.org/10.1016/j.chb.2015.02.026
Holsapple, C. W., Hsiao, S. H., & Pakath, R. (2018). Business social media analytics: Characterization and conceptual framework. Decision Support Systems, 110, 32–45. https://doi.org/10.1016/j.dss.2018.03.004
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the Customer Experience Through New Technologies. Journal of Interactive Marketing, 51, 57–71. https://doi.org/10.1016/j.intmar.2020.04.001
Huang, Z., Zhu, Y., Hao, A., & Deng, J. (2023). How social presence influences consumer purchase intention in live video commerce: the mediating role of immersive experience and the moderating role of positive emotions. Journal of Research in Interactive Marketing, 17(4), 493–509. https://doi.org/10.1108/JRIM-01-2022-0009
Koran Sulindo. (2023). Sejarah TikTok Shop Hingga Dilarang di Indonesia. Koran Sulindo. https://koransulindo.com/sejarah-tiktok-shop-hingga-dilarang-di-indonesia/
Kosinski, M., Stillwell, D., & Graepel, T. (2013). Private traits and attributes are predictable from digital records of human behavior. Proceedings of the National Academy of Sciences of the United States of America, 110(15), 5802–5805. https://doi.org/10.1073/pnas.1218772110
Lavie, T., Sela, M., Oppenheim, I., Inbar, O., & Meyer, J. (2010). User attitudes towards news content personalization. International Journal of Human Computer Studies, 68(8), 483–495. https://doi.org/10.1016/j.ijhcs.2009.09.011
Lee, I. (2018). Social media analytics for enterprises: Typology, methods, and processes. Business Horizons, 61(2), 199–210. https://doi.org/10.1016/j.bushor.2017.11.002
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Liang, Y., Lee, S. H., & Workman, J. E. (2020). Implementation of Artificial Intelligence in Fashion: Are Consumers Ready? Clothing and Textiles Research Journal, 38(1), 3–18. https://doi.org/10.1177/0887302X19873437
Martínez-López, F. J., Li, Y., Feng, C., & Esteban-Millat, I. (2020). Purchasing through Social Platforms with Buy Buttons: A Basic Hierarchical Sequence. Journal of Organizational Computing and Electronic Commerce, 30(1), 67–87. https://doi.org/10.1080/10919392.2020.1713698
Mican, D., Sitar-T?ut, D. A., & Moisescu, O. I. (2020). Perceived usefulness: A silver bullet to assure user data availability for online recommendation systems. Decision Support Systems, 139. https://doi.org/10.1016/j.dss.2020.113420
Miller, T. (2019). Explanation in artificial intelligence: Insights from the social sciences. In Artificial Intelligence (Vol. 267, pp. 1–38). Elsevier B.V. https://doi.org/10.1016/j.artint.2018.07.007
Tong, S., Luo, X., & Xu, B. (2020). Personalized mobile marketing strategies. Journal of the Academy of Marketing Science, 48(1), 64–78. https://doi.org/10.1007/s11747-019-00693-3
Truong, P., Uyen, L., & Le Ha, N. T. (n.d.-a). IMPACT OF CONSUMERS’ MOTIVATIONS ON CONSUMERS’ ATTITUDES TOWARDS FACEBOOK PERSONALIZED ADVERTISING AND PURCHASE INTENTIONS: A RESEARCH MODEL. International Journal of Information, Business and Management, 13(4), 2021.
Truong, P., Uyen, L., & Le Ha, N. T. (n.d.-b). IMPACT OF CONSUMERS’ MOTIVATIONS ON CONSUMERS’ ATTITUDES TOWARDS FACEBOOK PERSONALIZED ADVERTISING AND PURCHASE INTENTIONS: A RESEARCH MODEL. International Journal of Information, Business and Management, 13(4), 2021.
Tuck, *, Chung, S., Rust, R. T., & Wedel, M. (2007). MY MOBILE MUSIC: AN ADAPTIVE PERSONALIZATION SYSTEM FOR DIGITAL AUDIO PLAYERS.
Wang, C., Ahmad, S. F., Bani Ahmad Ayassrah, A. Y. A., Awwad, E. M., Irshad, M., Ali, Y. A., Al-Razgan, M., Khan, Y., & Han, H. (2023). An empirical evaluation of technology acceptance model for Artificial Intelligence in E-commerce. Heliyon, 9(8). https://doi.org/10.1016/j.heliyon.2023.e18349
Wang, M., Sun, L. L., & Hou, J. D. (2021). How emotional interaction affects purchase intention in social commerce: the role of perceived usefulness and product type. Psychology Research and Behavior Management, 14, 467–481. https://doi.org/10.2147/PRBM.S301286
Wang, Y. (2020). Humor and camera view on mobile short-form video apps influence user experience and technology-adoption intent, an example of TikTok (DouYin). Computers in Human Behavior, 110. https://doi.org/10.1016/j.chb.2020.106373
White Baker, E., Hubona, G. S., & Srite, M. (2019). Does “Being There” Matter? The Impact of Web-Based and Virtual World’s Shopping Experiences on Consumer Purchase Attitudes. Information and Management, 56(7). https://doi.org/10.1016/j.im.2019.02.008
Xiao, Y., Wang, L., & Wang, P. (2019). Research on the Influence of Content Features of Short Video Marketing on Consumer purchase intentions.
Zhao, M., Hoeffler, S., & Dahl, D. W. (2012). Imagination difficulty and new product evaluation. Journal of Product Innovation Management, 29, 76–90. https://doi.org/10.1111/j.1540-5885.2012.00951.x
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