Mediating Effect of Flow Experiences Between TikTok Advertising Attributes and Cosmetics Purchase Intention Among Generation Z

Xu Jingwu, Nor Azura Adzharuddin

Abstract


TikTok short video advertising has promoted the traffic monetization model of social platforms, enabling content creators to realize commercial value through advertising revenue. Its short and engaging format fits the quick browsing habits of today's users, making it popular for sharing purchasing information. In the cosmetic industry, short videos help brands promote products and share beauty knowledge, making them widely used. Using the Stimulus-Organism-Response (SOR) model and TikTok as an example, this study examines how entertainment, informativeness, and interactivity in short video advertising affect Generation Z's intention to buy cosmetics. In this framework, flow experience, derived from Flow Theory, is introduced as a mediating variable to explain the process of consumer responses. A quantitative survey method was employed to collect data from 428 Gen Z consumers actively engaged with TikTok. The collected data was rigorously analyzed using SPSS 27 and Smart PLS 4.0. The findings indicate that the entertainment, informativeness and interactivity of TikTok short video advertising for cosmetics positively influence Gen Z's flow experience and purchase intention for cosmetics. Moreover, flow experience is shown to partially mediate the relationship between these advertising features and purchase intention. Overall, this study highlights the importance of advertising features and flow experience. This study provides valuable insights into brands and influences on effective marketing through TikTok short video advertising.

 

Keywords: TikTok short video advertising, S-O-R model, flow experience, purchase intentions, Generation Z.

 

https://doi.org/10.17576/JKMJC-2026-4201-28


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