Influencer persona endorsement and algorithm awareness as drivers of product search intention on Douyin: an extended TPB approach

Short-form video (SFV) platforms have evolved from entertainment hubs into vital e-commerce tools. To understand the drivers of user product-information searching intention (UPIS) on Douyin, this study integrates the theory of planned behaviour (TPB) with self-presentation and advertising value theories. Data collected from 516 respondents were analysed using structural equation modelling (SEM) to test eleven hypotheses. The results reveal three distinct pathways influencing search intention: 1) influencer persona traits - specifically authenticity, positivity, and self-congruence - indirectly drive UPIS via subjective norms; 2) endorsement characteristics, including informative and entertainment value, fully mediate UPIS through user attitude towards endorsement (ATE); 3) algorithm awareness positively impacts intention by enhancing perceived behavioural control. Notably, ATE emerged as the dominant driver of behavioural decisions. Theoretically, this research extends the TPB framework by incorporating algorithmic and influencer-specific constructs into the social commerce context. Practically, the findings offer strategic guidance for brands and influencers to optimise content strategies and improve user experience.