The Mediating Role of Perceived Value in the Relationship between Brand Image and Willingness to Pay a Higher Price on TikTok Shop

Abstract

This study investigates the impact of Brand Image on female Gen Z consumers' willingness to pay a higher price, with Perceived Value as a mediating variable, in the context of TikTok Shop. Data were collected from female Generation Z consumers who purchased Somethinc serum products through TikTok Shop, using an online questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to assess the measurement and structural models. The results show that Brand Image significantly influences both Perceived Value and willingness to pay a higher price. Additionally, Perceived Value partially mediates the relationship between Brand Image and willingness to pay a higher price. These findings emphasize the importance of Brand Image in enhancing perceived value and influencing premium pricing acceptance in social commerce platforms like TikTok Shop. This research provides valuable insights for brands seeking to leverage social commerce platforms, particularly TikTok Shop, to optimize their marketing strategies. It highlights the importance of building a compelling brand image and offering perceived value that resonates with consumers, especially those from Generation Z, who are becoming key decision-makers in online skincare purchases.