IU Research Umbrella: TikTok Shop in the Focus of Economic Psychology
As part of the IU Research Umbrella Project, the TikTok Shop is being analyzed as a transformative form of Social Commerce. This business psychology study utilizes the S-O-R Model to scientifically establish the paradigm shift from goal-oriented searching to algorithmically driven discovery (“Discovery E-Commerce”) within the German market.
Project Leadership: Prof. Dr. Richard Geibel & Annalena Sommer, M.Sc. (E-Commerce Institute Cologne / IU International University).
“Social Commerce marks the end of the traditional customer journey. Through the integration of entertainment and direct checkout within a single app, the ‘Customer Moment’ is born—a highly emotional, impulse-driven purchasing process that fundamentally changes digital retail.”
The relevance of this research is underscored by massive market growth: forecasts suggest that Social Commerce in Germany will reach a volume of approximately 13 billion euros by 2030. While traditional e-commerce models are based on linear processes, the TikTok Shop facilitates immediate purchasing decisions through “seamless shopping” without leaving the platform. This project fills a significant research gap, as previous empirical studies have originated almost exclusively from Southeast Asia, often leaving cultural factors such as German advertising skepticism and strong privacy awareness unconsidered.
Key Data: Umbrella Project
- ✔ Research Title: The TikTok Shop as an innovative form of Social Commerce
- ✔ Analytical Framework: S-O-R Model (Stimulus-Organism-Response)
- ✔ Psychological Factors: Flow experience, FOMO, and parasocial interaction
- ✔ Duration: 6 months (Starting April 2025)
- ✔ Methodology: Interdisciplinary Mixed-Methods approach
Research Design & Components
| Component | Research Focus |
|---|---|
| Stimuli (S) | Algorithmic curation, interactive livestreams, creator content |
| Organism (O) | Affective states, trust in creators, psychological flow state |
| Response (R) | Impulsive purchasing behavior, re-use intention, brand loyalty |
FAQ – Research Background
What is the goal of the Umbrella research on the TikTok Shop?
The goal is to identify the determinants influencing the success of the TikTok Shop in Germany and to derive strategic recommendations for e-commerce alignment.
What methodological approaches are being used?
A two-stage process is employed: qualitative in-depth interviews to explore psychological motives, followed by a quantitative online survey for statistical validation via PLS-SEM.
What is the economic relevance of this study?
The results provide businesses with evidence-based insights into Social Commerce mechanisms, allowing them to adapt marketing strategies to the changing consumer behavior of Generations Z and Alpha.