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.TikTok小店（TikTok Shop）是娱乐、社交互动与数字商务的融合载体，隶属于多频道网络（Multi-Channel Networks，MCNs）的创作者与平台治理机制共同影响着消费者行为。本研究探讨了创作者可信度、平台治理、平台信任以及感知购买风险如何作用于TikTok小店上的负责任数字购买意向（Responsible Digital Purchase Intention，RDPI）。本研究基于刺激-机体-反应（Stimulus–Organism–Response，S-O-R）框架，将负责任数字购买意向作为可持续发展目标12（Sustainable Development Goal 12，SDG 12）中负责任消费原则的行为代理变量，用以衡量消费者以知情、审慎且减少浪费的方式进行购买的意向。本研究采用定量研究方法，通过偏最小二乘结构方程模型（Partial Least Squares Structural Equation Modeling，PLS-SEM）对印度尼西亚226名活跃TikTok小店用户的调研数据进行分析。研究结果显示，创作者可信度与平台治理均能显著增强消费者对TikTok小店的信任。然而，平台信任并未显著降低消费者在产品质量与配送不确定性方面的感知购买风险。值得注意的是，感知风险通过促使消费者在购买前更谨慎地评估产品，对负责任数字购买行为产生了正向影响。上述结果表明，风险认知能够培育更具韧性与审慎性的消费者行为，而非抑制在线购买行为。因此，透明度、创作者的真实沟通以及完善的平台治理，对于支撑数字商务中的可持续与负责任消费实践至关重要。