The Influence of TikTok Commercial Advertising Interactivity on Users’ Purchasing Decisions

Abstract

TikTok’s commercials have changed how brands interact with consumers, the commercial factors driving purchase intentions of viewers remain underexplored. Drawing on 134 survey responses, this study investigates how interactivity in TikTok commercial advertisements shapes consumer purchasing behavior, with a focus on the mediating roles of emotional and utilitarian value.The results show that advertisement interactivity significantly increases purchase intention only through utilitarian value (such as product utility, price discount, or convenience link), emotional value (such as the pleasure and emotional resonance generated by the advertisement) had no significant effect on purchase intention, indicating that functional messaging is more influential than emotional appeals in commercial advertising. This suggests that functional messaging is more influential and useful than emotional appeals in TikTok commercials. These insights encourage marketers to focus on tangible value propositions when planning TikTok advertising campaigns. By integrating academic theory with real world marketing practice, this study provides data-driven guidance for companies navigating the rapidly evolving e-commerce landscape on TikTok and highlights key psychological drivers of digital consumer behavior.