TikTok use and purchase intentions in Finnish fashion retail : a generational case study of Marimekko
Liu, Kunxia (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202602062398
https://urn.fi/URN:NBN:fi:amk-202602062398
Tiivistelmä
This research explored the relationship between TikTok usage behavior and consumers’ purchase intentions. The study focuses on Marimekko and intergenerational differences in the Finnish fashion retail industry.
The research employed a quantitative cross-section design and distributed an online survey through the Prolific platform. A total of 90 questionnaires were collected, resulting in 89 valid and fully completed responses from participants familiar with the Finnish market and Marimekko. This study applies the Stimulus-Organism-Response (SOR) model as a framework to analyze how TikTok content (Stimulus) affects brand attitude and perceived authenticity (Organism) and ultimately influences the willingness to buy (Reaction). Data analysis involved descriptive statistics, crosstabs, and correlation analysis.
Research findings indicate that the intensity of TikTok usage and interactive behavior has a positive effect on brand attitude, therefore enhances the willingness to purchase. Compared with Millennials, Gen Z presents higher platform participation and a more positive brand attitude. Furthermore, content published by regular users and influencers proves more impactful than official brand content. Audiences demonstrate greater interest in authentic evaluations and outfit inspiration posts.
TikTok is a key platform that affects customer purchase intentions in the Finnish fashion market. Marimekko and similar brands can formulate content strategies adapted to different generations, utilizing authentic and engaging content to attract audiences and build trust. By incorporating trending topics to enhance interaction, brands can further strengthen users’ brand identification.
The research employed a quantitative cross-section design and distributed an online survey through the Prolific platform. A total of 90 questionnaires were collected, resulting in 89 valid and fully completed responses from participants familiar with the Finnish market and Marimekko. This study applies the Stimulus-Organism-Response (SOR) model as a framework to analyze how TikTok content (Stimulus) affects brand attitude and perceived authenticity (Organism) and ultimately influences the willingness to buy (Reaction). Data analysis involved descriptive statistics, crosstabs, and correlation analysis.
Research findings indicate that the intensity of TikTok usage and interactive behavior has a positive effect on brand attitude, therefore enhances the willingness to purchase. Compared with Millennials, Gen Z presents higher platform participation and a more positive brand attitude. Furthermore, content published by regular users and influencers proves more impactful than official brand content. Audiences demonstrate greater interest in authentic evaluations and outfit inspiration posts.
TikTok is a key platform that affects customer purchase intentions in the Finnish fashion market. Marimekko and similar brands can formulate content strategies adapted to different generations, utilizing authentic and engaging content to attract audiences and build trust. By incorporating trending topics to enhance interaction, brands can further strengthen users’ brand identification.