The Impact of Consumer Values on Repurchase Intention: A Cross-Cultural Comparison Between China and Indonesia on the TikTok Platform

DOI

10.2991/978-94-6239-670-8_17How to use a DOI?

Keywords

Consumption Value; Repurchase Intention; Mobile Commerce; TikTok

Abstract

This paper explores the consumer values that motivate Chinese and Indonesian consumers to make repeat purchases on mobile commerce platforms, especially TikTok. A quantitative research design was used to collect data through a questionnaire survey, and the subjects were Generation Z and Millennials in both countries who had purchased products on TikTok Shop. At the same time, SmartPLS4 was used to test the collected data. The results show that emotional value is the most important consumption factor for Chinese and Indonesian consumers, while functional value is particularly important for Indonesian consumers. Different value preferences may be related to cultural factors. The influence of social, cognitive, and conditional values on continued purchases is not significant. The conclusion supports the applicability of consumer value theory in mobile commerce and provides practical insights for marketers. By adjusting marketing strategies to align with the dominant value orientation of each market, companies can increase consumer loyalty and stimulate continued purchase intention.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits any noncommercial use, sharing, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if you modified the licensed material. You do not have permission under this license to share adapted material derived from this chapter or parts of it.

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TY  - CONF
AU  - Septihani Michella Wijaya
AU  - Hetty Karunia Tunjungsari
AU  - Yang Jia Shan
PY  - 2026
DA  - 2026/05/13
TI  - The Impact of Consumer Values on Repurchase Intention: A Cross-Cultural Comparison Between China and Indonesia on the TikTok Platform
BT  - Proceedings of the fourteenth International Conference on Entrepreneurship and Business Management 2025 (ICEBM 2025)
PB  - Atlantis Press
SP  - 204
EP  - 214
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-670-8_17
DO  - 10.2991/978-94-6239-670-8_17
ID  - Wijaya2026
ER  -