Priviet Social Sciences Journal

Trust as a mediator between customer experience and repurchase intention: Evidence from TikTok Shop Users

by Muhamad Amir Ariandi ORCID , Muhammad Rinaldi ORCID
Vol. 5 No. 8 (2025): August 2025

Abstract

This study investigated the influence of customer experience on repurchase intention among TikTok Shop users, with trust acting as a mediating factor. Employing a quantitative approach and an explanatory research design, the study surveyed 100 respondents who had made at least two purchases on the TikTok Shop within the preceding six months. Data were gathered through an online questionnaire using a 5 point Likert scale and analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS software. The findings indicate that customer experience exerts a positive and significant effect on trust but does not have a direct impact on repurchase intention. Conversely, trust has a positive and significant effect on repurchase intention, and fully mediates the connection between customer experience and repurchase intention, underscoring the essential role of trust in building customer loyalty on social commerce platforms.

References

  1. Abbu, H. R., & Gopalakrishna, P. (2021). Synergistic effects of market orientation implementation and internalization on firm performance: Direct marketing service provider industry. Journal of Business Research, 125, 851–863. https://doi.org/10.1016/J.JBUSRES.2019.06.004
  2. Abosag, I., Ramadan, Z. B., Baker, T., & Jin, Z. (2020). Customers’ need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites. Journal of Business Research, 117, 862–872. https://doi.org/10.1016/J.JBUSRES.2019.03.016
  3. Agarwal, R., Mehrotra, A., & Misra, D. (2022). Customer happiness as a function of perceived loyalty program benefits - A quantile regression approach. Journal of Retailing and Consumer Services, 64, 102770. https://doi.org/10.1016/J.JRETCONSER.2021.102770
  4. Agarwal, R., Mehrotra, A., Pant, M. K., Alzeiby, E. A., & Vishnoi, S. K. (2024). Digital photo hoarding in online retail context. An in-depth qualitative investigation of retail consumers. Journal of Retailing and Consumer Services, 78, 103729. https://doi.org/10.1016/J.JRETCONSER.2024.103729
  5. Agarwal, R., Mehrotra, A., Sharma, V., Papa, A., & Malibari, A. (2023). Over-the-top (OTT) retailing in the post pandemic world. Unveiling consumer drivers and barriers using a qualitative study. Journal of Retailing and Consumer Services, 75, 103529. https://doi.org/10.1016/J.JRETCONSER.2023.103529
  6. Arora, S., Parida, R. R., & Sahney, S. (2020). Understanding consumers’ showrooming behaviour: a stimulus–organism–response (S-O-R) perspective. International Journal of Retail & Distribution Management, 48(11), 1157–1176. https://doi.org/10.1108/IJRDM-01-2020-0033
  7. Chakraborty, D., Singu, H. B., & Patre, S. (2022). Fitness Apps’s purchase behaviour: Amalgamation of Stimulus-Organism-Behaviour-Consequence framework (S–O–B–C) and the innovation resistance theory (IRT). Journal of Retailing and Consumer Services, 67, 103033. https://doi.org/10.1016/J.JRETCONSER.2022.103033
  8. Chang, J., & Lee, D. (2022). Changes in user experience and satisfaction as media technology evolves: The reciprocal relationship between video games and video game-related media. Technological Forecasting and Social Change, 174, 121219. https://doi.org/10.1016/J.TECHFORE.2021.121219
  9. Chang, J. S., & Wang, G. H. (2021). Formulating the dynamics of an online community and identifying the influential members using the animal flocking model. Electronic Commerce Research and Applications, 49, 101085. https://doi.org/10.1016/J.ELERAP.2021.101085
  10. Chen, C. C., Chang, C. H., & Hsiao, K. L. (2022). Exploring the factors of using mobile ticketing applications: Perspectives from innovation resistance theory. Journal of Retailing and Consumer Services, 67, 102974. https://doi.org/10.1016/J.JRETCONSER.2022.102974
  11. Cheng, X., Su, X., Yang, B., Zarifis, A., & Mou, J. (2023). Understanding users’ negative emotions and continuous usage intention in short video platforms. Electronic Commerce Research and Applications, 58, 101244. https://doi.org/10.1016/J.ELERAP.2023.101244
  12. Feng, W., Yang, M. X., & Yu, I. Y. (2023). From devil to angel: How being envied for luxury brand social media word of mouth discourages counterfeit purchases. Journal of Business Research, 165, 113919. https://doi.org/10.1016/J.JBUSRES.2023.113919
  13. Gaan, N., & Shin, Y. (2023). Sales employees’ polychronicity and sales-service ambidexterity: Mediation of work engagement and moderation of store manager support. Journal of Retailing and Consumer Services, 75, 103514. https://doi.org/10.1016/J.JRETCONSER.2023.103514
  14. Hallikainen, H., Luongo, M., Dhir, A., & Laukkanen, T. (2022). Consequences of personalized product recommendations and price promotions in online grocery shopping. Journal of Retailing and Consumer Services, 69, 103088. https://doi.org/10.1016/J.JRETCONSER.2022.103088
  15. Hu, Q., & Pan, Z. (2023). Can AI benefit individual resilience? The mediation roles of AI routinization and infusion. Journal of Retailing and Consumer Services, 73, 103339. https://doi.org/10.1016/J.JRETCONSER.2023.103339
  16. Hur, W. M., Shin, Y., & Chung, J. ho. (2024). Is insomnia detrimental to proactive service performance and customer-directed helping? Mediation of employee resilience and moderation of job crafting. Journal of Retailing and Consumer Services, 81, 103955. https://doi.org/10.1016/J.JRETCONSER.2024.103955
  17. Irwansyah, Rinaldi, M., Yusuf, A. M., Ramadhani, M. H. Z. K., Sudirman, S. R., & Yudaruddin, R. (2023). The Effect of COVID-19 on Consumer Goods Sector Performance: The Role of Firm Characteristics. Journal of Risk and Financial Management, 16(11). https://doi.org/10.3390/jrfm16110483
  18. Kim, S. (2021). How a company’s gamification strategy influences corporate learning: A study based on gamified MSLP (Mobile social learning platform). Telematics and Informatics, 57, 101505. https://doi.org/10.1016/J.TELE.2020.101505
  19. Kita, P., & Čvirik, M. (2024). Retailer processes centred on the food market as the main determinate of business models in the context of retail size. Journal of Retailing and Consumer Services, 81, 103937. https://doi.org/10.1016/J.JRETCONSER.2024.103937
  20. Kumar, S., Jain, A., & Hsieh, J. K. (2021). Impact of apps aesthetics on revisit intentions of food delivery apps: The mediating role of pleasure and arousal. Journal of Retailing and Consumer Services, 63, 102686. https://doi.org/10.1016/J.JRETCONSER.2021.102686
  21. Kumar, S., Murphy, M., Talwar, S., Kaur, P., & Dhir, A. (2021). What drives brand love and purchase intentions toward the local food distribution system? A study of social media-based REKO (fair consumption) groups. Journal of Retailing and Consumer Services, 60, 102444. https://doi.org/10.1016/J.JRETCONSER.2021.102444
  22. Laato, S., Islam, A. K. M. N., Farooq, A., & Dhir, A. (2020). Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach. Journal of Retailing and Consumer Services, 57, 102224. https://doi.org/10.1016/J.JRETCONSER.2020.102224
  23. Li, Q., Zhu, C., & Shi, T. (2021). Augmented reality advertising in an e-commerce model with competition. Electronic Commerce Research and Applications, 49, 101092. https://doi.org/10.1016/J.ELERAP.2021.101092
  24. Muhammad Rinaldi, Sitti Rahma Sudirman, Melda Aulia Ramadhani, & Muhamad Amir Ariandi. (2025). Moderasi Ukuran Perusahaan dalam Hubungan Penghindaran Pajak dan Ketepatan Waktu Pelaporan Keuangan. AKUA: Jurnal Akuntansi Dan Keuangan, 4(3), 242–254. https://doi.org/10.54259/akua.v4i3.4352
  25. Pawesty, E., Dwi Anggreini, F., Amir Ariandi, M., Said, M., & Fauziah, F. (2022). The Effect Of Web Quality And Perceived Of Usefulness On Behavior Intention To Use Among Shopeefood Users In Samarinda. Jurnal Ekonomi Dan Manajemen. DOI: https://doi.org/10.30650/jem.v16i2.3637
  26. Qin, X., Liu, Z., & Tian, L. (2021). The optimal combination between selling mode and logistics service strategy in an e-commerce market. European Journal of Operational Research, 289(2), 639–651. https://doi.org/10.1016/J.EJOR.2020.07.029
  27. Razmus, W., Grabner-Kräuter, S., & Adamczyk, G. (2024). Counterfeit brands and Machiavellianism: Consequences of counterfeit use for social perception. Journal of Retailing and Consumer Services, 76, 103579. https://doi.org/10.1016/J.JRETCONSER.2023.103579
  28. Rinaldi, M., Ariandi, A., & Ramadhani, M. A. (2025). Article History Effect Of Tax Avoidance And Profitability On Financial Reporting Timeliness With Operational Complexity As Moderator. AFFILIATION: Universitas Mulawarman, 20(01). http://ejournal.stiepena.ac.id/index.php/fe
  29. Rinaldi, M., Ramadhani, M. H. Z. K., Ramadhani, M. A., Sudirman, S. R., & Ariandi, M. A. (2025). The Mediating Role of Digital Tax Literacy in TikTok-Based Tax Compliance Among Indonesian Taxpayers. INJECT (Interdisciplinary Journal of Communication), 10(1), 717–732. https://doi.org/10.18326/inject.v10i1.4527
  30. Silva, S. C., Rocha, T. V., De Cicco, R., Galhanone, R. F., & Manzini Ferreira Mattos, L. T. (2021). Need for touch and haptic imagery: An investigation in online fashion shopping. Journal of Retailing and Consumer Services, 59, 102378. https://doi.org/10.1016/J.JRETCONSER.2020.102378
  31. Villanova, D., Bodapati, A. V., Puccinelli, N. M., Tsiros, M., Goodstein, R. C., Kushwaha, T., Suri, R., Ho, H., Brandon, R., & Hatfield, C. (2021). Retailer Marketing Communications in the Digital Age: Getting the Right Message to the Right Shopper at the Right Time. Journal of Retailing, 97(1), 116–132. https://doi.org/10.1016/J.JRETAI.2021.02.001