Abstract:
The purpose of this study is to investigate the impact of TikTok video marketing on the environment and satisfaction of Generation Z in Bangkok, and then examine the influence of enjoyment and satisfaction on their repurchase intention. Finally, the mediating role of enjoyment and satisfaction in the relationship between TikTok video marketing and repurchase intention is explored. In order to achieve these objectives, a purposive sampling method was adopted. The research sample consists of Thai Gen Z who watch TikTok videos. The survey questionnaire was distributed through both online and offline channels. In the end, a total of 401 valis samples were collected, and various statistical techniques, including descriptive analysis (percentage, frequency, mean, and standard deviation), as well as multiple regression analysis and simple regression analysis, were used to analyze the data. The results of this study indicate that TikTok video marketing has a significant and positive impact on the enjoyment and satisfaction of Generation Z in Bangkok, explaining 73.9 percent and 71.6 percent of the variance in enjoyment and satisfaction respectively. At the same time, enjoyment and satisfaction also have a significant and positive impact on their repurchase intention, explaining 49.7 percent and 27.3 percent of the variance in repurchase intention respectively. In addition, the Sobel test revealed that enjoyment and satisfaction partially mediate the relationship between TikTok video marketing and repurchase intention.
Description:
Proceedings of the 11th National and International Conference on "Research to Serve Society", 26 June 2024 at Huachiew Chalermprakiet University, Bangphli District, Samutprakarn, Thailand. p. 262-275.
