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.