International Journal of Applied Mathematics and Machine LearningAuthor's: Jingru Sun, Yutong Xiao, Zixuan Zhang, Qirui Xiao, Li Li and Jianqiang Gao
Pages: [31] - [62]
Received Date: December 29, 2025
Submitted by:
DOI: http://dx.doi.org/10.18642/ijamml_7100122334
Taking the Douyin e-commerce platform as an example, this paper
examines the key factors influencing users' purchase intentions and
their underlying mechanisms. Given the diverse platform
functionalities and complex user decision-making processes in the
current digital consumption environment, this study focuses on four
dimensions-algorithmic content, operational convenience, social
interactivity, and promotional incentives-and explores how they
influence users’overall satisfaction, thereby driving their purchase
intentions.
Based on the "Stimulus-Organism-Response" theoretical framework, data
were collected through questionnaire surveys and empirically tested
using a combination of regression analysis and structural equation
modeling. The results indicate that Douyin's algorithmic content,
convenience, interactivity, and incentives significantly enhance user
satisfaction and purchase intentions. Among these, the precise
recommendations of algorithmic content have the most pronounced
impact. More importantly, user satisfaction plays a critical mediating
role between these four factors and purchase intentions, suggesting
that the emotional resonance generated by optimizing user experience
serves as a key bridge in facilitating purchasing behaviour.
This study reveals that, within an integrated e-commerce ecosystem,
user satisfaction acts as a core emotional mechanism that consolidates
multifaceted platform experiences and ultimately drives consumption.
Accordingly, it is recommended that platform operations establish an
experience optimization loop centered on satisfaction, promote deep
integration between algorithms and social interactions, and implement
dynamic marketing strategies based on user segmentation, thereby
effectively enhancing user engagement and purchase conversion rates.
Douyin E-commerce, user satisfaction, purchase intention, S-O-R theory.
