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Author

Anh Thi Quynh Le

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Review Sep 2026

Purchase intention in short-video social commerce: the roles of hedonic motivation, utilitarian motivation, social presence and social support

This study aims to integrate the self-determination theory (SDT) and social presence theory (SPT) to investigate how hedonic motivation, utilitarian motivation and social-oriented values influence consumers’ purchase intention on TikTok shop, a short-video social commerce platform. It further investigates the media...

Mai Thi Thu Le, D. Nguyen, Dat Tien Hoang et al. · 0 citations

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