<![CDATA[The rapid growth of social commerce has transformed TikTok from an entertainment platform into a major digital marketing channel, particularly through affiliate video content. In Indonesia, women’s fashion products are among the best-selling categories in online shopping activities, while TikTok affiliate videos increasingly influence consumers’ product discovery and purchase decisions. Drawing on the Extended Advertising Value Model (EAVM), this study examines how entertainment, informativeness, credibility, personalization, interactivity, and irritation influence purchase intention through perceived value in the context of TikTok affiliate videos. Using a quantitative explanatory design, this study surveys 260 female TikTok users in Indonesia aged 18 years and above who have watched, interacted with, or purchased products from women’s fashion affiliate content on TikTok. Data are collected through an online questionnaire using purposive sampling techniques and analyzed using Structural Equation Modelling-Partial Least Squares (SEM-PLS). The results show that five of the six dimensions : personalization, entertainment, interactivity, informativeness, and irritation significantly influenced perceived value, whereas credibility did not. Perceived value strongly predicted purchase intention and functioned as a central mediating mechanism: it fully mediated the effects of entertainment, informativeness, irritation, and interactivity, partially mediated the effect of personalization, and showed no mediation for credibility. Personalization exerted the strongest influence on both perceived value and purchase intention. These findings extend the advertising value model to the affiliate-marketing context and position perceived value as the key psychological route through which advertising attributes are translated into purchase intention.]]>
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