Resilient Consumer Behavior in Social Commerce Ecosystems: How Creator Credibility, Platform Governance, and Risk-Induced Deliberation Shape Responsible Digital Purchasing on TikTok Shop

TikTok Shop represents the convergence of entertainment, social interaction, and digital commerce, where creators affiliated with Multi-Channel Networks (MCNs) and platform governance mechanisms jointly influence consumer behavior. This study investigates how creator credibility, platform governance, platform trust, and perceived purchase risk shape Responsible Digital Purchase Intention (RDPI) on TikTok Shop. Grounded in the Stimulus–Organism–Response (S–O–R) framework, the study positions Responsible Digital Purchase Intention (RDPI) as a behavioral proxy for the responsible consumption principles of Sustainable Development Goal 12 (SDG 12), capturing consumers' intention to purchase in an informed, deliberate, and waste-minimizing manner. A quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) was conducted with data collected from 226 active TikTok Shop users in Indonesia. The findings show that creator credibility and platform governance significantly strengthen consumer trust in TikTok Shop. However, platform trust does not significantly reduce perceived purchase risk regarding product quality and delivery uncertainty. Interestingly, perceived risk positively influences responsible digital purchasing behavior by encouraging consumers to evaluate products more carefully before making purchasing decisions. These results indicate that risk awareness can foster more resilient and deliberate consumer behavior rather than discourage online purchases. Therefore, transparency, authentic creator communication, and strong platform governance are essential to support sustainable and responsible consumption practices in digital commerce.