The Role of Information Quality, Creator Credibility, and E-Service Quality in Enhancing Customer Satisfaction and Loyalty on Tiktok Shop

The precipitous expansion of social commerce has reconfigured consumer purchasing behaviour by consolidating product information, interactions with creators, and digital transactions within a singular platform. Endeavoured within this study is an examination of the influence exerted by information quality, creator credibility and e-service quality upon customer satisfaction and customer loyalty on TikTok Shop, particularly amongst consumers who procure beauty products. A quantitative approach was espoused in this study, whereby a questionnaire was disseminated to 147 consumers who have purchased beauty products via TikTok Shop. Subsequently scrutinised through variance-based structural equation modelling were the research data, so as to appraise both direct and indirect relationships amongst the research variables. Disclosed by the findings is that e-service quality and creator credibility exert a salutary and significant effect upon customer satisfaction, whereas information quality evinces no significant effect. Moreover, customer satisfaction is shown to exert a positive and significant effect upon customer loyalty and to mediate the influence of e-service quality and creator credibility upon customer loyalty. Accounted for by the research model is 68.9% of the variance in customer satisfaction and 47.9% of the variance in customer loyalty. This study concludes that customer loyalty on TikTok Shop is chiefly determined by satisfaction, which is, in turn, shaped by e-service quality and creator credibility.