From Value Creation to Value Identification: A Study on Consumers' Purchase Intention in TikTok Mall

This paper investigates the purchasing intent of users on the TikTok Mall and delves into the process from value creation to value identification. Through a survey of TikTok Mall users, consumer data was collected and analyzed. The findings indicate the following: Firstly, value creation does not significantly impact consumers' purchase intent on the TikTok Mall. Secondly, value creation generally exhibits a positive influence on value identification, with only collaborative R&D not significantly affecting functional identification and entertainment experience not significantly impacting price identification in this study. Thirdly, brand identification, price identification, and functional identification within value identification all notably enhance consumers' purchase intent, whereas psychological identification does not impact purchase intent. Lastly, in examining mediating effects, it was discovered that price identification acts as a mediator in the relationship between collaborative R&D and purchase intent, as well as between product innovation and purchase intent, while functional identification serves as a mediator in the relationship between entertainment experience and purchase intent, as well as between product innovation and purchase intent.