The Effect of Attitude, Subjective Norms, and Perceived Behavioral Control on Purchasing Behavior with Purchase Intention as an Intervening Variable in the TikTok Shop Affiliate Program: Evidence from Nayasalia's Account

Abstract

This study examines the effects of attitude, subjective norms, and perceived behavioral control on purchasing behavior, with purchase intention as an intervening variable, in the Nayasalia TikTok Shop affiliate context. A quantitative explanatory survey using purposive sampling was conducted with 120 respondents who had purchased through Nayasalia’s TikTok Shop content or live sessions. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with WarpPLS 8.0. The results show that attitude (β = 0.262; p = 0.001), subjective norms (β = 0.212; p = 0.008), and perceived behavioral control (β = 0.325; p < 0.001) significantly and positively affect purchasing behavior. They also significantly affect purchase intention: attitude (β = 0.389; p < 0.001), subjective norms (β = 0.257; p = 0.002), and perceived behavioral control (β = 0.159; p = 0.036). However, purchase intention does not significantly affect purchasing behavior (β = 0.061; p = 0.250) and does not mediate the three relationships. The model explains 60.7% of purchase intention and 66.8% of purchasing behavior. The findings imply that direct product evaluation, social influence, and transaction control may be more important for actual purchases than stated intention. Practically, affiliates should emphasize credible product demonstrations, social proof, clear information, and frictionless transactions.