Gender and Age differences impact purchase intentions on TikTok

Abstract

This study explores the differential effects of gender and age on purchase intentions influenced by TikTok short video advertisements. Through a quantitative survey of 680 Chinese-speaking participants, the research reveals that while visual appeal is the most crucial factor across all demographics, Generation Z, particularly females, are notably more responsive to celebrity and influencer endorsements compared to older age groups. The study reveals important implications for targeted marketing strategies on short-form video platforms, highlighting the need for visually appealing content and strategic use of influencers, especially when targeting younger female consumers.