Generation Z Consumer Attitudes towards Video Advertisement of TikTok in the E-Commerce Industry

Abstract

Through decades of the technological era, online advertisements have become one of the most prevalent tactics for many marketers, especially for E-Commerce corporations. Therefore, this research examines the impact of online video advertising of the E-Commerce industries on Indonesians aged 18-25, particularly on the TikTok social media platform. This research is based on Yang et al. [91] and Burhan [12] studies of YouTube Advertising Attitudes Model. This study explores essential factors influencing online consumers’ attitudes: entertainment, informativeness, irritation, and credibility. In addition, the research also explores elements that affect consumer intentions and behaviour of E-Commerce ads on TikTok. The discoveries of this study demonstrate that entertainment, irritation and credibility have a significant influence on attitudes towards E-Commerce companies’ ads on TikTok, while Informativeness doesn’t. Additionally, Attitude toward the video ads also significantly affects consumer intention to watch the ads. Lastly, the flow of using TikTok does not significantly affect both intention and behaviour of watching the ads. Furthermore, managerial implications are discussed further in this research.

Keywords: Attitudes, Behaviour, Flow, Intention, Online Video Advertisement, Theory of Reasoned Action, TikTok