Push and pull signaling: shaping purchase intentions in TikTok social commerce

Purpose Although social commerce platforms have emerged as crucial marketing tools, it remains unclear which specific technological signals affect users' purchase intentions. Based on the stimulus–organism–response framework, this study integrates signaling theory with the push–pull approaches to investigate to what extent a social commerce platform's technological signals influence perceived product quality and, in turn, purchase intentions. Design/methodology/approach Data were gathered from 380 social commerce users through an online survey in China and analyzed using structural equation modeling. Findings The results indicate that perceived product quality fully mediates the relationship between aesthetic appeal and purchase intention, while it partially mediates the relationship between personalization and purchase intention. Furthermore, users' trust and attachment to the platform moderate the relationship between aesthetic appeal and perceived product quality. Originality/value This study extends signaling theory by conceptualizing technological attributes as push–pull technological signals that shape purchase intentions through perceived product quality in social commerce. Furthermore, the findings offer practical implications for platform operators and merchants seeking to enhance their marketing intelligence on social commerce platforms.