The influence of content characteristics in short form video advertisements on purchasing intentions for cosmetic products an information adoption model perspective
INTRODUCTION
Research background
The rapid development of digital technology has fundamentally transformed marketing strategies, shifting from traditional methods to digital-led approaches Short-video marketing has emerged as a powerful force, revolutionizing brand-consumer interactions by creating dynamic, interactive experiences that quickly capture attention, enhance brand recall, and boost engagement (iResearch, 2020) Research indicates that short-form videos increasingly influence product discovery, consumer opinions, and purchasing behavior, with customers 45% more likely to buy after watching short product videos compared to static images, and 56% preferring content under one minute (Alalwan et al., 2017; Zebracat, 2025) However, while short videos promote participation, they may also oversimplify complex product information, potentially impacting the depth of consumer decision-making This duality underscores the importance for brands to develop engaging and informative content, especially as social commerce—integrating shopping with interactive media—continues to rise.
TikTok has become a powerful platform for the beauty and skincare industries, revolutionizing cosmetic marketing through viral trends, tutorials, and product launches By 2021, it ranked among the world's most-visited websites, with users spending an average of 13.8 hours per month on the platform (Indrawati et al., 2023), highlighting its massive global reach The platform is particularly popular among youth, with over 76% of U.S adults aged 18-24 using TikTok (Sprout Social, 2025), making it a crucial channel for engaging younger audiences In Vietnam, TikTok’s high penetration rate among Gen Z positions it as a vital battleground for beauty brands aiming to stand out in an increasingly crowded market Innovative content formats like duets, challenges, and live streaming shopping enable brands to creatively engage followers and convert viewers into customers Its algorithm-driven content delivery allows for precise targeting, providing brands with a strategic advantage to capitalize on Vietnam’s rapid growth in the beauty sector amid intense competition.
2 evolving landscape also demands brands to stay innovative or risk drowning among the content morass
The beauty industry is experiencing rapid growth alongside technological advancements, with cosmetics serving to clean, beautify, and alter appearance without changing the body's structure or function (Alani, Davis, and Yiannias, 2013) Vietnam's beauty market is among the fastest-growing in ASEAN, projected to reach over $2.4 billion in 2024 and $2.7 billion by 2027 (Statista, 2024) While imported cosmetics dominate the market, local brands such as Cỏ Mềm, Cocoon, and M.O.I are gaining market share by emphasizing natural ingredients and chemical-free products (Kirin Capital, 2024) Vietnam’s rich natural resources provide a strategic advantage for producing authentic, localized beauty products, but intense competition, shifting consumer demands for sustainability and authenticity, and the rapid pace of digital trends pose significant challenges for both domestic and international brands.
FIGURE 1: V IETNAM COSMETICS MARKET SIZE 2018–2027 S OURCE : S TATISTA
In today's rapidly evolving landscape, where consumer behavior, marketing strategies, and market dynamics shift at breakneck speed, it is crucial for brands to critically analyze the convergence of short-video marketing and the beauty industry Leveraging real-time, data-driven insights is essential; without them, brands risk falling behind competitors and missing key opportunities in this fast-paced market Embracing this trend ensures they remain relevant and effectively engage their target audiences in the digital age.
3 lagging in an hypercompetitive marketplace where the capacity for rapid responsiveness will mean survival and success
As short-form video advertisements become increasingly popular, marketers face significant challenges in content creation, particularly in determining which content features truly drive consumer engagement and sales Many commercials fail due to their inability to effectively integrate compelling narratives, clear value propositions, and strong brand messaging within the limited duration of short videos (Teraiya et al., 2023) Additionally, there is often a lack of understanding regarding how factors such as video length, emotional appeal, interactivity, and consumer-generated content influence customer behavior Without this insight, brands tend to rely on trial and error, leading to inefficient campaigns that lack a focus on conversions and return on investment (Xiao et al., 2023) To succeed on platforms like TikTok, companies must adopt data-driven content strategies that align with consumer preferences and behaviors, ensuring their advertising efforts are both targeted and effective.
Research Gap 1: Lack of Contextual Research in Vietnam’s Short-Video Market
Existing research on short-video advertising has mainly focused on factors like video length, visual appeal, title optimization, and posting time to determine ad effectiveness (Dong & Xie, 2022; Wang, 2020) However, most studies have been conducted in Western and Chinese digital environments, where consumer behavior and media consumption habits differ significantly from emerging markets Prior research predominantly centers on platforms such as YouTube, WeChat, and Instagram, which differ from TikTok in content distribution algorithms and user interaction patterns While these studies offer valuable insights into how content characteristics drive consumer engagement, they overlook the unique dynamics of Vietnam’s digital landscape, where social commerce and influencer marketing are rapidly gaining popularity.
Despite the rapid growth of Vietnam’s beauty and skincare industry, limited research exists on how short-form video ads influence consumer behavior in this market TikTok advertisements differ from traditional e-commerce by emphasizing storytelling, influencer partnerships, and interactive engagement to drive purchases Vietnamese consumers, especially Gen Z and Millennials, actively participate in social commerce through livestream shopping and user-generated content, highlighting the importance of digital engagement However, the roles of content attributes like information quality, credibility, and entertainment value in shaping purchase intent remain unclear This study aims to fill this gap by providing Vietnam-specific insights into the key factors that influence consumer engagement and purchasing decisions in TikTok-based beauty and skincare advertising.
Research Gap 2: The Role of Moderating Factors in Consumer Engagement and Purchase Intentions
Previous research has mainly focused on the direct impact of content characteristics on advertising effectiveness, often neglecting the influence of moderating variables like advertising skepticism (Richard & Habibi, 2015) Advertising skepticism significantly affects consumer trust and their willingness to engage with ads, especially within TikTok’s short-form video environment where influencer promotions and brand-sponsored content are prevalent (Vrontis et al., 2021) Skepticism can substantially diminish the impact of even well-crafted advertisements, highlighting the importance of considering consumer attitudes in measuring ad success (Obermiller & Spangenberg, 1998) Ignoring this factor may lead to overestimating the persuasive power of TikTok ads, as it assumes uniform consumer processing of promotional content.
Utilitarian and hedonic values significantly shape how consumers interpret and respond to advertisements, with utilitarian consumers favoring functional benefits and fact-based messaging, while hedonic consumers are attracted to engaging stories, emotional appeals, and immersive visuals (Lim & Ang, 2008; Kesari & Atulkar, 2016) Despite their crucial role, the moderating effects of these psychological drivers on the relationship between content attributes, information adoption, and purchase intention in short-video advertising remain underexplored (Horrich et al., 2024) This study aims to fill this gap by examining how utilitarian and hedonic values influence consumer responses within the evolving landscape of short-video marketing.
Developing a comprehensive framework for understanding consumer decision-making on TikTok is essential for brands aiming to optimize their marketing strategies Our findings provide practical insights that enable brands to tailor content to diverse consumer segments, enhancing engagement and ad effectiveness This targeted approach is crucial for success in Vietnam's rapidly evolving digital market, where understanding consumer behavior on TikTok can significantly impact brand visibility and growth.
Research objectives
This study examines the impact of content characteristics on purchase intention in Vietnam's cosmetic market on TikTok It explores how moderators influence consumer behavior, offering valuable insights for marketers and advertisers The research aims to provide strategic guidance for effectively leveraging TikTok’s platform to enhance marketing efforts and increase sales in the cosmetics industry.
This study explores how key content characteristics—including information quality, quantity, and credibility—impact the perceived usefulness of cosmetic product advertisements on TikTok in Vietnam It highlights that higher information quality, ample content, and trustworthy sources enhance users' perception of usefulness, leading to increased likelihood of information adoption Ultimately, these factors positively influence purchase intentions among Vietnamese TikTok users engaging with cosmetic advertisements.
This study investigates how advertising skepticism, hedonic value, and utilitarian value influence the relationship between perceived information usefulness, information adoption, and purchase intention within TikTok short-form video ads for cosmetic products in Vietnam The findings highlight that consumer perceptions of advertising credibility and entertainment value significantly impact their likelihood to adopt information and make purchase decisions Understanding these moderating effects can help marketers optimize TikTok advertising strategies by addressing skepticism and enhancing both the fun and practical aspects of cosmetic product promotions to boost consumer engagement and sales in the Vietnamese market.
Research question
RQ1: How do information quality, information quantity, and information credibility influence information usefulness, information adoption, and ultimately purchase intention for cosmetic products on TikTok in Vietnam?
This study examines how advertising skepticism, hedonic value, and utilitarian value influence the relationship between perceived information usefulness, information adoption, and purchase intention in TikTok cosmetic advertisements in Vietnam Findings suggest that high advertising skepticism can weaken the positive impact of information usefulness on purchase decisions, while hedonic and utilitarian values serve as significant moderators that enhance the likelihood of product adoption and purchase intention Understanding these moderating factors is crucial for brands aiming to effectively engage Vietnamese consumers through TikTok cosmetics advertising Optimizing ad strategies by addressing skepticism and emphasizing both hedonic and utilitarian benefits can improve consumer engagement and drive purchase intentions.
Research scope
This study investigates the impact of content characteristics in TikTok Vietnam's short-video advertisements on consumer purchase intentions for cosmetic products Focusing on the specific time frame and geographic location, it examines how various content features influence viewers' decisions The research aims to understand the role of content design in shaping consumer behavior within the Vietnamese cosmetics market, providing insights into effective advertising strategies on TikTok.
The research will focus on data and trends observed till March 2025, capturing recent developments in short-video marketing and consumer behavior on TikTok in Vietnam
This study focuses exclusively on Vietnam, analyzing TikTok users exposed to cosmetic-related advertisements within the Vietnamese market By concentrating on this specific geographic region, the research provides valuable, context-specific insights into the unique dynamics of Vietnam's digital landscape.
This study explores how key content features—information quality, information quantity, and information credibility—in short-form video ads influence consumers' purchase intentions for cosmetic products Utilizing the Information Adoption Model and Information Acceptance Model, the research analyzes these relationships within TikTok, providing practical insights for marketers and advertisers in Vietnam The findings highlight the importance of credible, high-quality, and comprehensive content in driving consumer engagement on TikTok However, the results may have limited applicability to other countries or social media platforms Future research can expand on these findings by examining similar dynamics across different industries or digital environments.
Significance of the Study
This study offers valuable insights into how content characteristics in short-form video advertisements influence consumer behavior, particularly within the cosmetics sector on TikTok Vietnam The findings highlight effective content strategies that enhance consumer engagement and boost purchase intentions, providing essential guidance for marketers and advertisers seeking to optimize their advertising efforts on TikTok Vietnam.
By understanding how different content features impact consumer perception and decision-making, businesses can refine their digital marketing strategies to maximize ad effectiveness
This study offers actionable insights for businesses, content creators, and advertisers aiming to optimize short-form video ads on TikTok, enabling brands to tailor their marketing strategies based on content characteristics that resonate most with consumers (X Wang, 2024) By focusing on these key elements, companies can achieve higher engagement, improved brand recall, and increased sales conversions (Ruangkanjanases et al., 2023) Moreover, the findings support local Vietnamese cosmetic brands in enhancing their online presence and competing more effectively in a market largely dominated by foreign products.
This research explores the impact of advertising skepticism, utilitarian value, and hedonic value on consumer perceptions, helping businesses understand how consumers evaluate promotional content By leveraging these insights, advertisers can build trust, reduce skepticism, and craft compelling narratives that appeal to both rational and emotional motivations These strategies are essential for enhancing the effectiveness of digital marketing campaigns Ultimately, the study advances digital marketing success within Vietnam’s rapidly growing beauty and cosmetics industry.
This research makes significant theoretical contributions by filling gaps in digital marketing literature, especially regarding short-form video advertisements (Y Xiao et al., 2019) While prior studies have examined overall advertising effectiveness and consumer engagement on social media, there is limited systematic exploration of how content attributes impact consumer attitudes and purchase intentions (Liu & Wang, 2023) By integrating the Information Adoption Model and consumer behavior theories, this study offers a structured understanding of how video content influences perceptions of information usefulness, adoption processes, and subsequent purchase decisions.
This study is divided into five chapters, which move the research process in a sequential way from conceptualization to completion
- Chapter 1: Introduction provides an overview of the study, including research background, objectives, significance, research flowchart, organization, and important definitions
Chapter 2: Literature Review and Hypothesis Development examines key theoretical models such as the Information Adoption Model, Information Acceptance Theory, and Purchase Intention to provide a solid foundational framework It identifies research gaps related to information quality, quantity, credibility, and usefulness, highlighting their influence on information adoption and purchase intention Additionally, the chapter develops hypotheses considering moderating factors like advertising skepticism, utilitarian value, and hedonic value, which shape consumer responses and decision-making processes.
- Chapter 3: Research Methodology operationalizes the study design, variable operational definitions, research model, measurement scale development, pilot studies, sampling procedure, data collection, and statistical analysis procedures
Chapter 4 presents the results of descriptive statistics, reliability, and validity tests, establishing the robustness of the data analysis The hypothesis testing and structural equation modeling (SEM) reveal significant relationships among the variables, corroborating the proposed research framework These findings are discussed in light of previous studies, highlighting consistencies and differences that contribute to a deeper understanding of the research topic and advancing knowledge in the field.
Chapter 5: Conclusions and Recommendations summarizes the key findings on the influence of short-form video content on consumer decision-making in the beauty and cosmetics industry It discusses both theoretical and managerial implications, highlights study limitations, and suggests directions for future research The rigorous methodology ensures a comprehensive and coherent research process, effectively presenting the research framework, main findings, and contributions to the field.
LITERATURE REVIEW
Theoretical background
Sussman and Siegal's (2003) Information Adoption Model (IAM) integrates elements from TAM and ELM to explain how users assess and adopt information online The model emphasizes three key factors: Information Quality, Information Credibility, and Information Usefulness, which significantly influence how individuals process and accept information These factors play a crucial role in shaping users' decision-making processes In short-video marketing, such as on TikTok, IAM provides valuable insights into how users engage with marketing content and how it impacts their purchasing decisions.
The Technology Acceptance Model (TAM) suggests that Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) are key drivers of technology adoption, with PU reflecting the belief that a technology improves performance and PEOU indicating ease of use (Davis & Davis, 1989) Expansions of TAM also emphasize the importance of recreational value, such as Perceived Enjoyment, in influencing user engagement (Chesney, 2006) This model has been extensively applied to social media and short-form video platforms like TikTok, where ease of use and perceived usefulness significantly drive user engagement (Khasawneh et al., 2022) Moreover, TikTok’s algorithm enhances PU through personalized content delivery, promoting higher user adoption and retention Complementing TAM, the Elaboration Likelihood Model (ELM) explains persuasion via two routes: the central route involves careful message evaluation leading to lasting attitude change, while the peripheral route depends on external cues like attractiveness, source credibility, and social validation (Petty & Cacioppo, 1986).
FIGURE 2 1: I NFORMATION ADOPTION MODEL S OURCE : S USSMAN AND S IEGAL (2003)
Erkan and Evans (2016) advanced the Information Adoption Model (IAM) by integrating the Information Acceptance Model (IACM) Unlike the IAM, which
The IACM primarily emphasizes the importance of information attributes, considering consumer behavior towards information by incorporating factors like Need for Information (NI) and Attitude Toward Information (ATI) to better understand how electronic Word-of-Mouth (eWOM) influences consumer decisions (Erkan & Evans, 2016) When combined with the Theory of Reasoned Action (TRA), this model explains that eWOM on social networks impacts Purchase Intention through key factors such as Information Quality, Credibility, Needs, and Attitude toward Information This is especially significant in the cosmetics industry, where consumers rely heavily on word-of-mouth, influencers, and brand-generated content to make purchasing decisions The model highlights the mediating roles of Information Usefulness and Information Adoption, illustrating how consumers, particularly younger audiences, process information and make purchase decisions in the digital environment.
FIGURE 2 2: I NFORMATION A CCEPTANCE M ODEL (IACM) S OURCE : E RKAN & E VANS
Literature review
2.2.1 Existing Research on Short-Form Video Advertisements
Previous research has extensively examined how short video advertisement format attributes—such as video length, title length, posting time, and visual perspective—affect advertising effectiveness (Dong & Xie, 2022; Y Wang, 2020; Zhang et al., 2022) Some studies have also explored the impact of specific content features like background music on consumer responses (X Wang et al., 2023) However, despite these insights into structural elements, there remains a gap in understanding the comprehensive influence of content attributes on consumer behavior, highlighting the need for a unified framework in this area.
Content serves as the foundation of short video advertisements, making its role in shaping consumer engagement and purchasing decisions critical Andrew (2022)
A major reason for the failure of short-form video ads is the lack of effective content design, which hampers viewer engagement, value delivery, and consistent brand messaging Many advertisements fail to capture audience interest due to ineffective content strategies Without a clear understanding of the most appealing content attributes, advertisers find it challenging to optimize ad effectiveness through targeted content creation (L Xiao et al., 2023).
Most existing research primarily focuses on user engagement, interaction, and sharing behaviors, with limited attention to how specific content characteristics influence purchase intentions While much of the prior work has examined conventional television advertising (Becker et al., 2019, 2023; Teixeira et al., 2014) and social influencer marketing (Campbell & Farrell, 2020; McGranaghan et al., 2022; Pourazad et al., 2023; Veirman & Hudders, 2020), only a few studies, such as Ge et al (2021), explore the effects of vividness and sociability in short-form video advertisements on consumer purchasing decisions This gap highlights the need for further research into content-driven factors that directly influence consumer behavior and purchase intentions.
Existing research largely concentrates on Western and Chinese markets, overlooking Vietnam’s unique digital consumer culture Consumer behavior and media consumption patterns differ significantly across cultural contexts, with factors like collectivism versus individualism shaping responses to social media advertising Most studies focus on platforms like YouTube and WeChat, which differ markedly from TikTok in algorithmic content distribution and user engagement Given Vietnam's visual-driven and rapidly evolving digital landscape, there is a crucial need for research tailored to this specific context Applying findings from Western or Chinese studies may result in incomplete or inaccurate insights into the effectiveness of short-video marketing strategies in Vietnam, highlighting a significant gap in the current literature.
Previous research has largely overlooked the role of moderating variables in influencing the relationship between content attributes and consumer behavior (Richard & Habibi, 2015) Key factors such as advertising skepticism, utilitarian value, and hedonic value remain underexplored within the context of short-form content Understanding these moderating factors is essential for optimizing marketing strategies and enhancing consumer engagement in digital media.
Advertising skepticism can significantly influence how consumers interpret advertising messages, potentially diminishing their effectiveness (Obermiller et al., 2005; Darke & Ritchie, 2007) Meanwhile, utilitarian and hedonic values play a crucial role in shaping consumer engagement and purchase decisions by highlighting the perceived benefits of the product (Vieira et al., 2018; Gummerus, 2013) Furthermore, source credibility, especially in influencer marketing within short-form videos, is a key factor affecting consumer trust and warrants further research to understand its impact on marketing effectiveness (De Veirman et al., 2017).
This study explores how content characteristics in short-form TikTok ads for beauty and skincare products influence consumer engagement and purchase intentions in Vietnam It emphasizes the role of moderating variables, such as consumer traits and situational factors, in modifying the impact of content design By examining these interactions, the research offers valuable insights into optimizing content strategies for TikTok beauty and skincare advertisements Overall, it aims to deepen understanding of how effective content creation can enhance marketing success in the digital skincare industry.
Key concepts
Information Quality (IQL), as defined in the Information Adoption Model (IAM), pertains to users' assessment of the overall quality of online review content This evaluation significantly impacts their cognitive processing and shapes their behavioral intentions, highlighting the essential role of high-quality reviews in influencing consumer decision-making.
In the fast-paced and visually-driven world of TikTok short-form video advertising, high-quality information is essential to quickly communicate value and establish credibility within tight timeframes.
Users evaluate content quality based on attributes such as completeness, accuracy, relevance, clarity, timeliness, and sidedness (Bovee et al., 2003; Cheung et al., 2008; Emamjome et al., 2013) High-quality information that is structured, factual, and easy to understand helps consumers better understand product features, resulting in more informed and confident purchasing decisions (Filieri et al., 2021; Park et al., 2007).
This becomes particularly significant in the cosmetics sector, where consumers often rely on subjective experiences such as skin compatibility, fragrance preference, or
Providing detailed and accurate information enhances aesthetic appeal and reduces uncertainty, thereby fostering trust among consumers This is particularly important in platforms like TikTok, where entertainment and e-commerce intersect, making credible content essential for engaging audiences and building brand trust (Leong et al., 2021).
Information Quantity (IQT) within the Information Acceptance Model (IACM) reflects the abundance and frequency of electronic word-of-mouth (eWOM) content consumers encounter during their product searches Unlike information quality, which focuses on accuracy and reliability, IQT emphasizes the volume of information, including videos, reviews, comments, and shares, especially on viral platforms like TikTok This concept is closely related to consumers' "Need for Information," acting as a key driver that motivates them to actively seek out content about specific products or brands (Erkan & Evans, 2016; Sundaram et al., 1998).
Consumers are more likely to accept information when they perceive gaps in their existing knowledge, making information quantity crucial in meeting their needs Actively seeking information from multiple sources helps brands achieve top-of-mind awareness and build trust, even without direct product validation Consistent presence across various channels reinforces brand visibility, positively influences consumer perceptions, and ultimately drives purchase intentions.
Information credibility is crucial for establishing the believability, trustworthiness, and reliability of information as perceived by users, influencing their willingness to adopt and act on that information According to the Information Adoption Model (IAM), credibility is a core component shaped by two key factors: source trustworthiness, which reflects the perceived honesty of the information provider, and source expertise, indicating the provider’s knowledge and competence on the topic (Ismagilova et al., 2020; McKnight & Kacmar) Ensuring high information credibility enhances user confidence and promotes effective decision-making.
2007) Research shows that both trustworthiness and expertise significantly predict information adoption, as users are more likely to engage with credible sources
In digital environments such as online reviews and social media, source credibility plays a crucial role in reducing uncertainty and perceived risk, thereby enhancing user confidence and influencing their attitudes and behaviors (Flanagin et al., 2014; Khandolkar et al., 2024; Masłowska et al., 2020) Specifically, in TikTok cosmetic advertising, where user-generated content is prevalent, assessing information credibility is vital for consumers to form accurate opinions about products or brands (Erkan & Evans, 2018) High information credibility not only builds initial trust but also significantly impacts long-term brand perception and purchasing decisions.
Information Usefulness (IU), as defined by the Information Adoption Model (IAM), refers to how helpful and relevant consumers perceive electronic word-of-mouth (eWOM) content to be in their decision-making process In platforms like TikTok, where short-form cosmetic product videos are prevalent, IU acts as a crucial mediator between information exposure and consumer behavior This relationship highlights that higher perceived IU can significantly influence consumers' purchase intentions, making it a key factor for brands to optimize eWOM content for better engagement and conversions.
IU is significantly influenced by the quality, quantity, and credibility of information sources (Erkan & Evans, 2016) Content from knowledgeable sources is perceived as more useful due to its detailed and relevant reviews, which increases consumer trust and encourages information adoption (González-Rodríguez et al., 2019; Rizma & Gunanto, 2024) In TikTok cosmetics advertising, IU is enhanced when videos clearly showcase product application, ingredient transparency, and authentic user experiences, especially when endorsed by credible influencers Such practices reduce consumer uncertainty, build confidence, and support informed purchase decisions in line with the Technology Acceptance Model (Davis, 1993).
According to Shen (2014), information adoption is the process by which individuals internalize and accept external information, facilitating their knowledge accumulation and supporting decision-making In the context of short cosmetic product video commercials on TikTok, this process explains how viewers internalize product information, influencing their purchasing decisions and enhancing brand awareness Optimizing this understanding for SEO, effective cosmetic advertising on TikTok drives consumer engagement by encouraging information adoption through compelling, trustworthy content.
Research shows that 15 advertising messages are typically processed and influence purchasing decisions (Shen et al., 2014) TikTok's highly interactive and dynamic content, which often combines education and entertainment, offers a unique platform for presenting information This innovative format has a significant potential to shape consumer behavior and drive purchasing decisions.
2.3.6 Skepticism toward advertising (STA - as a moderator)
Skepticism toward advertising (STA) is a psychological trait characterized by consumers' tendency to doubt or question the credibility of advertising claims (Obermiller & Spangenberg, 2005) This skepticism influences how individuals process and respond to advertising messages, often leading to increased critical evaluation It commonly arises because many advertising assertions, particularly those related to product quality or performance, are difficult for consumers to verify, generating consumer doubt (Darby & Karni, 1973; Nelson, 1970) Understanding STA is crucial for marketers seeking to build trust and credibility with their target audiences.
STA is selected as a moderator because it fundamentally influences how advertising information affects consumer behavior on platforms like TikTok In the highly competitive beauty and cosmetics industry, where promotional content is pervasive and often exaggerated, consumer skepticism can significantly diminish the effectiveness of valuable information Research indicates that skeptical consumers tend to distrust and overlook advertising messages, even when the information is accurate and relevant (Obermiller et al., 2005) Incorporating STA as a moderator enables the study to identify key differences in how consumers process and evaluate marketing messages, helping to determine the specific conditions under which TikTok marketing strategies are most effective for beauty products (Zarouali et al.).
2.3.7 Utilitarian value (UV - as a moderator)
Utilitarian value refers to the practical, goal-oriented motivations that drive consumers to shop, focusing on aspects like convenience, quality, efficiency, and price (Bhatnagar
Consumers with high utilitarian value prioritize rational benefits and efficient solutions, focusing on tangible product attributes and clear information to facilitate effective purchasing decisions These shoppers seek functional benefits that enhance their shopping efficiency, emphasizing practicality and usefulness in their buying process (Holbrook & Hirschman, 1982; Forsythe et al., 2007; Ghosh, 2004)
Utilitarian value is chosen as a moderator because it determines how strongly information adoption translates into purchase intention For consumers with high
Hypotheses
2.4.1 The quality of information and information usefulness
Sussman and Siegal (2003) proposed that the Elaboration Likelihood Model (ELM) explains how information quality influences perceived usefulness through both central and peripheral routes The central route involves high cognitive processing, where consumers critically evaluate argument quality, such as clear product descriptions, ingredient transparency, factual demonstrations, and real before-and-after images on platforms like TikTok (Zhu et al., 2016) These heuristic cues assist consumers in assessing product features like texture, color, and efficacy, thereby reducing uncertainty and perceived risks associated with online purchases.
Ding et al (2023) discovered that positive user sentiment, supported by community interactions, boosts perceived credibility Eru (2022) emphasizes that audience emotions, influenced by cognition, feelings, and behavior, significantly impact how information is processed Moreover, well-crafted short videos that blend informative content with emotional storytelling can enhance perceived usefulness by evoking positive emotions and increasing consumer engagement.
High-quality short-video ads also enhance information diagnosticity the ability to assess and compare product performance (Filieri & McLeay, 2014) For cosmetics,
18 this means offering tailored usage advice for different skin types and showcasing authentic reviews or testimonials Such content aligns consumer expectations with actual product performance, fostering trust and satisfaction
H1: Quality of information of TikTok short video advertisements for cosmetic products has a positive and significant influence on information usefulness
2.4.2 The quantity of information and perceived information usefulness
Providing abundant information helps minimize perceived risk by enabling consumers to cross-check diverse opinions through reviews and videos, thereby assessing the product's performance and building trust (Ismagilova et al., 2017) When cosmetic products are featured across multiple content creators, prospective buyers gain insights into different skin types, usage experiences, and actual results, enhancing their purchase knowledge Additionally, a high volume of information boosts the chances of discovering valuable and relevant details while reflecting the product's popularity and market reputation (Ho et al., 2021) On platforms like TikTok, noisier or more cluttered product content often correlates with increased sales and strong reputations, effectively countering consumer skepticism (Liu, 2006).
Research confirms that the quantity of information significantly influences consumer behavior, as increased discussion around a product enhances awareness and drives potential sales The volume of content also plays a crucial role in review diagnosticity; more content increases the likelihood that customers will find the specific information they seek (Dellarocas et al., 2007) On TikTok, this manifests through numerous short clips showcasing different aspects of a beauty product, such as application hacks, before-and-after results, or solutions for specific skin issues.
High information quantity enhances product recognition and consumer knowledge through repeated exposure, making the information more useful and impactful (Ngarmwongnoi et al., 2020) Therefore, increasing the amount and frequency of information exposure can significantly improve the effectiveness of marketing communications.
H2: Information quantity of short video advertisements of cosmetic products on TikTok is positively and significantly correlated with information usefulness
2.4.3 The credibility of information positively and perceived information usefulness
Trustworthiness and validity of information significantly influence consumer trust, perception of content usefulness, and consumption behavior (Filieri, 2015) Consumers are more likely to engage with, share, and consider purchasing products based on credible information, which enhances brand trust According to Weitzl (2017), credibility encompasses believability, trustworthiness, reliability, and authenticity—key factors that bridge the gap between brand messaging and consumer perception When consumers find information to be accurate and persuasive, they view it as more helpful, thereby strengthening their purchase intentions (Ho et al., 2021) Additionally, Sussman and Siegal (2003) highlight that source credibility acts as a peripheral cue in decision-making, especially important on fast-paced platforms like TikTok where quick, effective messaging is crucial.
TikTok's informal and conversational style fosters a culture of authenticity that resonates with users, emphasizing relatability and genuineness Verified brand accounts play a vital role in establishing credibility and positively influencing consumer purchase intentions (Lontoh et al., n.d.) While TikTok values authenticity, a study by Hautz et al (2014) suggests that professional videos are not necessarily perceived as less trustworthy than user-generated content, highlighting the evolving consumer perception that both professionalism and authenticity hold significance within TikTok’s unique digital landscape.
H3: Information credibility of cosmetic products on TikTok positively and significantly influences information usefulness
2.4.4 Information usefulness and information adoption
The usefulness of information is a crucial factor in encouraging its adoption, as it influences how customers incorporate information into their decision-making processes (Erkan & Evans, 2018) Research has shown that information diagnostics—an aspect of information usefulness—strongly predicts consumer information adoption behavior (Filieri, 2015) For example, TikTok videos that offer diagnostic content such as tips, ingredient analysis, and how-to tutorials are more effective at converting viewers into customers, demonstrating the importance of valuable, diagnostic information in marketing strategies.
Davis (1989, 1993) defines usefulness as the expectation that using new technology will enhance individual performance In online shopping, usefulness refers to consumers' perception that the information provided improves their shopping experience and outcomes (Perea & Monsuwé et al., 2004) Specifically, on TikTok, advertisements that deliver informative, credible messages in an engaging and concise manner are perceived as more useful by users.
The online shopping environment offers a distinct advantage over traditional retail by reducing reliance on salespersons, allowing consumers to make more autonomous purchasing decisions Digital platforms like TikTok enhance this experience by providing access to reviews, expert content, and video demonstrations, which increase buyers’ awareness and confidence in their purchases (Khalifa & Limayem, 2003) This shift enables customers to shop more independently and achieve greater satisfaction, minimizing biases typically influenced by sales personnel (Shim et al., 2002).
H4: Information usefulness of cosmetic products on TikTok positively and significantly influences information adoption
2.4.5 Information adoption and purchase intention
TikTok videos play a crucial role in influencing consumers’ purchase decisions through information adoption, guiding them from initial product evaluation to forming preferences and ultimately making purchases (Poh et al., 2024) This aligns with Erkan and Evans (2016) hypothesis that eWOM significantly impacts purchase intentions, a trend that extends to short video platforms like TikTok Utilizing TikTok’s short-form videos as a form of electronic word-of-mouth (eWOM) can strongly enhance consumers' likelihood to buy.
Adoption of information is an active process where consumers evaluate its quality, credibility, and relevance, rather than passively receiving it (Erkan & Evans, 2016) Short video commercials on TikTok effectively bridge the gap between information adoption and purchasing intention by guiding consumers through awareness, evaluation, and ultimately, purchase Kemp (2020) highlights that internalization of information during the evaluation stage significantly influences brand selection and purchase decisions.
Erkan and Evans (2016) highlight that consumers who trust eWOM messages tend to have higher purchase intentions, demonstrating how credible information sources can drive consumer behavior TikTok's interactive and creative content fosters engaging experiences, increasing the likelihood of information adoption among users Its continuous stream of interesting and personalized content enhances consumer engagement and reinforces the platform’s effectiveness in influencing purchasing decisions.
H5: Information adoption of cosmetic products on TikTok and purchase intention
2.4.6 Skepticism toward advertising moderates the relationship between perceived information usefulness and information adoption
Advertising skepticism refers to consumers' tendency to distrust advertising messages, especially in industries like cosmetics and beauty where exaggerated claims are common Research shows that skeptical consumers are less likely to trust advertisements and prefer alternative information sources such as peer reviews and personal experiences This skepticism is particularly prevalent among young people, who are more exposed to and aware of manipulative advertising tactics.
According to Brehm’s (1989) reaction theory, individuals tend to resist messages when they perceive their freedom of choice is threatened, such as feeling persuaded by an advertisement This resistance manifests as rejecting the message or scrutinizing the source and content more skeptically (Silvia, 2006; Kassin, Fein) Understanding this psychological response is crucial for effective advertising strategies, emphasizing the importance of maintaining consumer autonomy to reduce resistance and increase message acceptance.
& Markus, 2011) This is particularly evident in young people, who tend to develop
22 skepticism during adolescence when exposed to media and advertising (Friestad & Wright, 1994)
Conceptual Framework
The framework is rooted in the Information Adoption Model (IAM), encompassing three essential components: Information Quality, Information Credibility, and Information Adoption These elements significantly shape consumer perceptions and responses to information, with Information Usefulness serving as a mediating factor between Information Quality and Information Adoption Ultimately, this process influences consumers' Purchase Intention, highlighting the importance of high-quality and credible information in driving purchase decisions.
The Information Acceptance Model (IACM) highlights the importance of Information Quantity, closely linked to the consumer's "Need for Information." It emphasizes that the perceived utility of information significantly influences consumer decision-making and behavior.
Expanding these theories reveals three additional critical factors: skepticism toward advertising, hedonic value, and utilitarian value Skepticism acts as a moderating factor that influences consumers' responses to advertising messages Meanwhile, hedonic and utilitarian values interact to shape consumer perceptions of product benefits, collectively impacting the relationship between information adoption and purchase intention These factors highlight the complexity of consumer decision-making processes in the digital landscape.
Research Paradigm
This research employs the hypothetico-deductive method, following Popper's (1959) framework, to ensure scientific rigor Key hypotheses are formulated based on theoretical assumptions and rigorously tested through systematic data collection and analysis The approach involves logical deduction to generate predictions, which are then empirically verified against real-world observations Validating or refuting these hypotheses maintains the study’s scientific objectivity and commitment to falsifiability By relying solely on this method, the research guarantees that its conclusions are both logically sound and empirically grounded, adhering to a strict process of critical testing and iterative validation.
Research Method
Quantitative research involves measuring and analyzing variables using statistical techniques to draw meaningful conclusions, addressing key questions like who, what, where, when, how, and to what extent (Apuke, 2017) The research process typically starts with identifying the problem, developing hypotheses or research questions, conducting a literature review, and performing statistical data analysis, ensuring a systematic approach to understanding the research topic (Williams & Williams).
This study emphasizes data collection methods that enable numerical quantification and statistical evaluation to validate or challenge existing knowledge claims (Leedy & Ormrod, 2001; Williams, 2011) To analyze the research model, a survey approach was employed, which is a widely used method in social sciences for collecting large-scale data (Mathers et al., 2002) A questionnaire survey was selected as the most suitable tool for gathering standardized information from respondents, facilitating structured data collection through self-administered questionnaires or interviews (Sekaran & Bougie, 2009) This method ensures consistency and reliability in data collection, enabling effective statistical analysis (Wilson).
Research Process
FIGURE 3 1: H YPOTHETICO - D EDUCTIVE M ETHOD S OURCE : L ITTLE , D (1986) T HE
S CIENTIFIC M ARX U NITED S TATES : U NIVERSITY OF M INNESOTA P RESS
Sampling and data collection
This research examines how content features in short-form video advertisements influence the purchase intention of cosmetics on the TikTok platform in Vietnam In
In 2022, Vietnam's social media landscape saw 76.95 million users, representing 78% of the population, with an average daily engagement of 2 hours and 28 minutes (WeAreSocial) TikTok emerged as a leading platform for both entertainment and e-commerce, with 39.91 million users aged 18 and above, making it highly popular among youth and women—key demographics for the cosmetics market (Market Report, 2022).
In 2022, approximately 51.78 million people in Vietnam shopped for consumer goods online, resulting in $12.42 billion in revenue and reflecting a 35.4% year-on-year growth This significant increase highlights the crucial role of digital advertising in directly boosting consumer purchasing behavior, as reported by Decision Lab.
In 2024, 65% of Vietnamese consumers see short-form videos as a valuable source of product information, especially in the beauty and cosmetics industry This highlights the crucial role of short-form video advertising in shaping consumer behavior and driving purchasing decisions within this sector Leveraging engaging and informative short videos can significantly enhance brand awareness and boost sales among Vietnamese audiences.
This research focuses on two consumer groups: those who have purchased cosmetics on TikTok and those who are open to doing so but haven't yet, to understand how ad content influences their behavior and to identify their attitudes and perceived barriers The study includes a diverse sample of men and women across different age groups, education levels, and income brackets, all active social media users with varying levels of purchase experience or intention By capturing both experienced buyers and potential customers, the research provides valuable insights to optimize marketing strategies and increase conversion rates.
To ensure the sample size is sufficient for generalizing findings and minimizing sampling errors or biases, this study employs Yamane's formula (1967), a widely used method in survey research for accurately estimating feasible sample sizes Determining the appropriate sample size involves not only considering the proportion of the population to be sampled but also accounting for the complexity of the population, research objectives, and the statistical analysis methods applied (Taherdoost, 2016) Yamane's formula is particularly valuable because it offers a practical approach to calculating the required sample size for a given population while maintaining a 95% confidence level.
FIGURE 3 2: F ORMULA FOR KNOWN POPULATION (S OURCE : A DAPTED FROM Y AMANE
Survey researchers typically consider a margin of error between 4% and 8% at a 95% confidence level acceptable (Stokes & Belin, 2004) For this study, focusing on Vietnam’s TikTok users aged 18 and above—approximately 39,910,000 individuals—the sample size was calculated with a 7% margin of error to ensure accurate and reliable results.
This study, based on a sample size of 218 surveys, provides robust and generalizable insights into how content characteristics in short-form video advertisements influence purchasing intentions for cosmetic products on TikTok in Vietnam The adequate sample ensures the reliability of the findings, highlighting the significant impact of content features on consumer behavior in the social media marketing landscape.
Or calculating on a website to calculate the sample size
FIGURE 3 3: C ALCULATING SAMPLE SIZE S OURCE : Q UALTRICS COM
Data for this study were collected through an online questionnaire survey conducted from January 15th to February 27th, 2025, utilizing a convenience sampling approach Convenience sampling, as defined by Rahman (2017), involves selecting participants from easily accessible populations to facilitate efficient data collection, especially in large and diverse groups According to MacNealy (1999), this method prioritizes accessibility over randomness by recruiting respondents through public spaces and existing networks In this study, participants were recruited via various social media channels, including Instagram, Facebook, and Zalo, with the survey link widely shared through school emails, student groups, and social platforms to ensure extensive reach and quick response collection.
To maximize participation and improve response diversity, the study utilized a combined approach of convenience and snowball sampling, encouraging initial respondents to share the survey with others who met the criteria (Gaskell & Bauer, 2000) This method expanded the sample beyond direct contacts, leveraging personal networks and increasing sample size efficiently Ultimately, the strategy resulted in 218 valid responses, providing a robust and representative dataset for analysis By integrating these sampling techniques, the research enhanced data collection efficiency and overall study reliability.
The findings are expected to significantly contribute to the fields of digital marketing and consumer behavior research The demographics of data is provided in Table 3.2
Usage frequency of social media platforms (per day)
Purchase frequency of cosmetic products promoted by short-form video ads (per month)
Have you ever bought cosmetic products on tiktok?
Haven’t, but tend to buy 10 4,6%
Measurement
The questionnaire was carefully designed to explore the factors influencing customers’ purchase intentions regarding Vietnamese short cosmetic video advertisements It collected detailed data on specific dimensions of advertisement content to gain a comprehensive understanding of consumer perceptions Using a five-point Likert scale from "strongly disagree" to "strongly agree," the survey ensured accurate responses Screening questions were included to verify respondent qualification, ensuring data quality The questionnaire consisted of two main sections: demographic information and research-focused questions, covering both objective and subjective aspects of consumer behavior and perception.
Questionnaire Instruments
This study utilizes advanced PLS-SEM techniques, including both linear and nonlinear modeling methods, to precisely analyze the interactions between exogenous factors such as information quality, volume, and credibility, and endogenous latent variables like perceived information usefulness, information adoption, and purchase intention.
This study examines how key content characteristics of TikTok short video advertisements impact consumers' purchase intentions for beauty and cosmetic products The independent variables—Information Quality (IQL), Information Quantity (IQT), and Information Credibility (IC)—are considered exogenous factors, meaning they are not influenced by other variables within the model These elements play a crucial role in shaping viewers' perceptions and ultimately their decision to purchase Optimizing these content attributes can enhance the effectiveness of TikTok advertising strategies for beauty and cosmetic brands.
Table 3.3: Dimensions and indicators of information quality
1 IQL1 I believe the information in short-form video ads is credible Filieri
2 IQL2 I think the content of this ad demonstrates technical ability and expertise Ohanian
3 IQL3 I believe the content of this ad reflects professional skills Filieri
4 IQL4 I think the content of this ad conveys expert knowledge about the product Ohanian
5 IQL5 I believe the product featured in the video is of high quality Reijmerink
Table 3.4: Dimensions and indicators of information quatity
1 IQT1 I believe the quantity of information in this short-form video ad about the cosmetic product is sufficient to satisfy my needs
2 IQT2 I think this short-form video ad provides a large amount of review information about the cosmetic product Wilson
3 IQT3 I believe I can rely on the amount of information about the cosmetic product presented in this short-form video ad
4 IQT4 I think the amount of information in this short-form video ad helps me understand the performance and benefits of the cosmetic product
Table 3.5: Dimensions and indicators of information Credibility
1 IC1 I believe the story in this short-form video ad about the cosmetic product is authentic Newman &
2 IC2 I think the story in this short-form video ad about the cosmetic product is realistic
3 IC3 When I buy a new cosmetic product for the first time,
I rely on short-form video advertisements as a source of information
4 IC4 I believe the story in this short-form video ad reflects a realistic life situation related to cosmetic product usage
In this study, the endogenous (dependent) variables—Information Usefulness (IU), Information Adoption (IA), and Purchase Intention (PI)—are influenced by one or more exogenous variables, playing a crucial role in illustrating the causal relationships within the research model Understanding these variables helps to explain how external factors impact consumer behavior and decision-making processes.
Table 3.6: Dimensions and indicators of information Usefulness
1 IU1 I believe this short-form video ad helps me reduce the risk of buying the wrong cosmetic product Wu & Zhang
2 IU2 I think I get accurate information from most cosmetic video ads
3 IU3 I believe most cosmetic video ads provide essential information
4 IU4 I think this video ad helps me make better purchasing decisions
5 IU5 I believe this video ad helps me understand the product better
Table 3.7: Dimensions and indicators of information adoption
1 IA1 I think online reviews in short-form video ads have motivated me to make a purchase decision for cosmetic products
2 IA2 I would give this TikTok advertisement for the cosmetic product a like López &
3 IA3 I would like to share this TikTok advertisement for the cosmetic product with my friends and/or family Reijmerink
4 IA4 I believe I was able to get valuable information from the short-form video ad about the cosmetic product Wu & Zhang
Table 3.8: Dimensions and indicators of Purchase Intention
1 PI1 I think short videos on TikTok often provoke my impulse to consider purchasing specific cosmetic products
2 PI2 I believe viewing short video ads on TikTok increases my likelihood of purchasing cosmetic products
3 PI3 I think the content of this ad influences my intention to buy the promoted cosmetic product
4 PI4 I would like to buy the cosmetic product featured in the video
5 PI5 I would like to click on “Shop now” based on this
This research examines the role of moderating variables, which influence the strength and direction of the relationship between independent and dependent variables Specifically, the study explores how Skepticism Towards Advertising (AS), Utilitarian Value (UV), and Hedonic Value (HV) act as moderators, shaping consumer responses and behaviors Understanding these moderating factors is crucial for optimizing marketing strategies and improving advertising effectiveness through targeted insights.
Table 3.9: Dimensions and indicators of Skepticism towards advertising
1 AS1 I believe the content of this short-form video ad about cosmetics is accurate Ohanian
2 AS2 I think the cosmetic product in this video ad is reliable
3 AS3 I believe this video ad does not exaggerate the cosmetic product’s features
4 AS4 I think if a short-form video ad makes a claim about a cosmetic product I want to buy, I verify it by asking friends or testing it myself
5 AS5 I believe short-form video ads generally present a true picture of the cosmetic product
Note: AS: Skepticism towards advertising
Table 3.10: Dimensions and indicators of Utilitarian Value
1 UV1 I think it is important to save effort in searching when
2 UV2 I believe watching short-form video ads helps me find competitive prices on cosmetics To et al.,
3 UV3 I prefer to shop for cosmetics with online retailers who provide quick and easy access to a lot of information Anderson
4 UV4 I think short-form video ads help me access a wide selection of cosmetic products To et al.,
5 UV5 I believe watching short-form video ads makes shopping for cosmetics more convenient for me To et al.,
Table 3.11: Dimensions and indicators of Hedonic Value
1 HV1 I think shopping for cosmetics is an adventure
2 HV2 I believe watching short-form video ads allows me to see what new cosmetic products are available
3 HV3 I think this TikTok account allows me to enjoy a pleasant and relaxing time
4 HV4 I enjoy hunting for bargains on cosmetic products
5 HV5 I believe that by watching this short video content, I can interact with people who are similar to me
DATA ANALYSIS AND FINDINGS
Data description
After over a month of data collection, questionnaires were distributed to users and responses carefully analyzed to understand key respondent characteristics The study focused on demographic details and shopping behaviors on TikTok, with insights illustrated through pie charts This comprehensive data provides essential background to interpret survey results and assess the broader applicability of the findings.
Demographic results
The pie chart illustrates the gender distribution of the 218 study respondents, with females constituting 66.5% and males 33.5% This demographic trend highlights that women are more interested in cosmetic products and are the primary target audience for cosmetic advertising content on TikTok.
The survey reveals that 33.5% of men participate, offering a broader perspective on the influence of cosmetic advertising beyond traditional target audiences This demographic may have personal or gifting needs for skin and body care products, highlighting an emerging market segment Understanding men's engagement helps cosmetic brands expand their reach and tailor marketing strategies to attract non-traditional consumers, fostering future growth opportunities in the industry.
The age distribution of respondents reveals that 57.8% are aged 18-30, making it the largest age group, followed by 31.2% in the 30-40 age bracket, and 11% over 40 This aligns with the profile of TikTok users in Vietnam, who are predominantly young, energetic, and quick to adopt new advertising trends, particularly in cosmetics This demographic distribution ensures that the survey sample accurately reflects the target audience, enabling effective assessment of how short video content on TikTok influences consumers' cosmetic purchasing decisions.
The monthly income chart of respondents shows that the majority are in the range of
3,000,000 - 10,000,000 VND, accounting for 58.3% The income group of 10,000,000
- 20,000,000 VND accounts for 30.3%, while only 11.5% of participants have an income of over 20,000,000 VND This result reflects the economic characteristics of
A recent survey indicates that young TikTok users, including students and new employees, tend to have moderate spending habits on cosmetic products This insight suggests that TikTok advertising should focus on affordable, budget-friendly beauty products that align with the financial capacity of this target demographic Creating engaging videos that incorporate current youth trends will effectively capture their attention and enhance brand appeal among young consumers.
FIGURE 4 4: U SAGE FREQUENCY OF SOCIAL MEDIA PLATFORMS
The pie chart of the frequency of using social media platforms per day shows that the majority of respondents have a fairly high time spent on social media Specifically,
A significant portion of users, with 66.1%, spend 2-6 hours daily on social media platforms, while 21.1% use these platforms for less than 2 hours, and 12.8% dedicate over 6 hours each day This highlights the extensive reach of social media in consumers' daily routines, emphasizing its potential as an effective channel for advertising Leveraging short videos on TikTok can increase brand visibility and influence purchase decisions, making it a powerful tool for cosmetic product promotion.
The chart of the frequency of cosmetics purchases advertised with short videos per month shows that the majority of consumers tend to shop through short video ads
A recent survey reveals that 59.2% of consumers purchase cosmetics 2-5 times per month, highlighting frequent engagement driven by short video content Additionally, 28.9% buy cosmetics less than twice monthly, while 11.9% make more than five purchases per month through TikTok ads This data underscores the powerful influence of TikTok short videos on consumers' purchasing decisions within the cosmetics industry Consequently, investing in high-quality short video content presents significant opportunities to increase conversion rates and boost sales in this competitive sector.
FIGURE 4 6: E XPERIENCE OF BUYING COSMETIC PRODUCTS ON TIKTOK
The chart shows that 95.4% of survey participants have purchased cosmetics on
TikTok, while only 4.6% have never purchased However, the "never purchased" group does not mean that they do not intend to buy in the future The study is aimed at
Understanding purchase intention is essential for effective marketing strategies Potential customers who have never made a purchase but express the intent to buy represent valuable opportunities for growth By targeting these prospects, businesses can develop tailored communication campaigns on platforms like TikTok to convert interest into actual sales This approach not only helps retain existing customers but also expands the customer base by engaging potential buyers through strategic content and outreach.
Assessment of the measurement model
Table 4.2: Construct reliability and validity
Note: AS: Ads skepticism, HV: Hedonic Value, IA: Information Adoption, IC: Information Credibility, IQL: Information Quality, IQT: Information Quantity, IU: Information Usefulness, PI: Purchase Intention, UV: Utilitarian Value
The construct's reliability and validity results confirm the robustness of the measurement model Internal consistency reliability was evaluated using Cronbach's Alpha and composite reliability (rho_c), with Cronbach's Alpha values ranging from 0.797 for IQL to 0.905 for PI, indicating acceptable to excellent reliability However, since Cronbach’s Alpha can underestimate true reliability, composite reliability was also used to provide a more accurate assessment of the measurement’s consistency.
(rho_c) is preferred in PLS-SEM, as it accounts for indicator contributions (Tenenhaus et al., 2005) Here, rho_c values range from 0.860 (IQL) to 0.932 (IA), exceeding the
0.70 threshold (Hair et al., 2016), confirming strong internal consistency
All constructs demonstrate adequate composite reliability, with the highest values for
IA (0.932), PI (0.930), and IC (0.928) HV (0.913) and UV (0.919) also show strong
The evaluation of convergent validity through Average Variance Extracted (AVE) shows that all constructs exceed the recommended threshold of 0.50, indicating that each construct explains at least 50% of its indicators’ variance; notably, IA has the highest AVE at 0.774, while IQL has the lowest at 0.860, yet still meets the required standard.
The validity assessment reveals that constructs such as PE (0.764) and PI (0.725) exhibit strong construct representation, demonstrating robust measurement reliability Additionally, HV (0.678) and UV (0.693) show good validity, while IQT (0.563) and IU (0.569) reflect moderate validity levels Although IQL (0.552) is above the minimum threshold, it remains the weakest among the variables, indicating a need for future refinement Overall, these findings confirm the model’s reliability and convergence, supporting further hypothesis testing in subsequent research.
Table 4.1 : Outer loadings of indicators
AS HV IA IC IQL IQT IU PI UV
Note: AS: Ads skepticism, HV: Hedonic Value, IA: Information Adoption, IC: Information Credibility, IQL: Information Quality, IQT: Information Quantity, IU: Information Usefulness, PI: Purchase Intention, UV: Utilitarian Value
In SmartPLS 4, PLS-SEM analysis assesses outer loadings to determine the correlation between observed indicators and their constructs, with a threshold of 0.7 indicating indicator reliability as recommended by Hair et al (2011) All constructs in the study meet or surpass this threshold, confirming their robustness; for example, Ads Skepticism (AS) exhibits strong reliability with loadings from 0.789 to 0.829, while Hedonic Value (HV) shows high reliability with loadings between 0.773 and 0.862 Utilitarian Value (UV) also demonstrates strong validity with loadings from 0.803 to 0.873, and Information Adoption (IA) reports the highest loadings, ranging from 0.869 to 0.885, indicating its significant contribution Additionally, Information Credibility (IC) displays high reliability with loadings between 0.857 and 0.895, whereas Information Quality (IQL) has acceptable loadings from 0.711 to 0.739, supporting its reasonable contribution to the model.
46 to the construct Information Quantity (IQT) demonstrates consistent loadings from
0.770 to 0.844, ensuring its reliability Information Usefulness (IU) exhibits strong results, with loadings between 0.759 and 0.813, reinforcing its role in the model
Lastly, Purchase Intention (PI) reports high loadings, ranging from 0.828 to 0.873, confirming its reliability Additionally, the interaction terms AS × IU, HV × IA, and
The UV and IA constructs demonstrate perfect loadings of 1.000, highlighting their exceptional accuracy in measuring moderation effects All outer loadings exceed the 0.7 threshold, confirming the reliability and validity of the measurement model Consequently, no indicators were removed, ensuring the model's robustness for further structural analysis.
AS HV IA IC IQL IQT IU PI UV
Note: AS: Ads skepticism, HV: Hedonic Value, IA: Information Adoption, IC: Information Credibility, IQL: Information Quality, IQT: Information Quantity, IU: Information Usefulness, PI: Purchase Intention, UV: Utilitarian Value
The Fornell-Larcker criterion is a widely used method for assessing discriminant validity in structural equation modeling (SEM) It ensures that each construct is distinct from the others by verifying that the square root of the Average Variance Extracted (AVE) for each construct exceeds its correlations with all other constructs This criterion is demonstrated in a table where diagonal entries represent the square roots of AVE, while off-diagonal entries indicate inter-construct correlations Most constructs, such as IA (0.880), IC (0.874), and PI (0.852), satisfy this criterion, confirming adequate discriminant validity within the model.
UV = 0.833), confirming distinctiveness However, some constructs show high
47 correlations, raising concerns IQL (0.743) is close to its highest correlations (IQL-IA
= 0.572, IQL-IC = 0.562, IQL-AS = 0.571), reducing uniqueness Similarly, IU (0.774) strongly correlates with IA (0.728) and IC (0.743), indicating shared variance IQL and
IQT (0.639) still meet the criterion, but further validation is needed Given criticisms of Fornell-Larcker, cross-checking with HTMT is recommended for greater rigor
While minor issues exist, the model shows adequate discriminant validity, with refinement suggested for precision
Table 4.4: Heterotrait- Monotrait ratio (HTMT)
AS HV IA IC IQL IQT IU PI UV
Note: AS: Ads skepticism, HV: Hedonic Value, IA: Information Adoption, IC: Information Credibility, IQL: Information Quality, IQT: Information Quantity, IU: Information Usefulness, PI: Purchase Intention, UV: Utilitarian Value
The Heterotrait-Monotrait ratio (HTMT) is a reliable method for evaluating discriminant validity in structural equation modeling (SEM), with a common threshold of 0.85 or 0.90 (Henseler et al., 2012) Most HTMT values in Table 4.4 are below 0.85, indicating adequate discriminant validity for several constructs, such as HV & IA (0.259), IC & HV (0.188), and UV & PI (0.234) However, certain constructs show high HTMT values, which may raise concerns about discriminant validity.
IA & AS (0.831) is close to the threshold, while IU & IA (0.838), IU & IC (0.856), and
IU & IQL (0.891) indicate strong correlations, raising concerns about conceptual overlap Additionally, IQT & IQL (0.782) is relatively high, requiring further scrutiny
While interaction terms such as AS × IU (0.372), UV × IA (0.074), and HV × IA (0.063) show no validity concerns, the high correlations involving IU and IQL warrant further investigation.