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What is Purchase Intention in Social Media Commerce about?

This study investigates the influence of attitude, ease of use, and perceived usefulness on purchase intention through social media commerce, specifically on TikTok, with age and gender as moderating variables. The research, conducted with 125 TikTok users in Indonesia, found that while attitude and ease of use positively affect purchase intention, perceived usefulness does not have a significant impact. Additionally, the study revealed that neither age nor gender significantly moderates the relationship be

Author

Ken Ivan Hervas

Language

EN