Factors Affecting The Purchase Intention Through Tiktok Shop Of Generation Z

Abstract

In today's digital age, TikTok Shop has become a major platform for engaging Generation Z consumers. With its blend of entertainment and shopping via live streaming, TikTok Shop is a key focus for businesses targeting this tech-savvy demographic. Our research aims to uncover the factors driving Gen Z's purchasing intentions on TikTok Shop, crucial for businesses to tailor effective marketing strategies. Our study originates from the remarkable ascent of TikTok Shop as a prominent ecommerce platform and its undeniable appeal to Generation Z consumers. The dynamic nature of live streaming on TikTok Shop offers an intriguing avenue for exploration, prompting us to delve deeper into the factors influencing Gen Z's purchase intentions within this digital domain. To elucidate these factors, we conducted a comprehensive study involving 215 diverse Gen Z participants. Using a convenient sampling method, we employed a combination of survey questionnaires, face-to-face interviews, and electronic platforms for data collection. Through factor analysis, we meticulously analyzed the collected data to identify the pivotal factors impacting Gen Z's intention to make purchases through TikTok Shop. Our findings highlighted four significant factors influencing Gen Z's purchase intentions on TikTok Shop. Chief among these factors is "Perceived Convenience (PC)," underscoring the paramount importance of seamless and hassle-free shopping experiences for Gen Z consumers. Close behind is "Perceived Host Interaction (HI)," emphasizing the significance of engaging and interactive host interactions during live streaming sessions. Additionally, "Perceived Price Fairness (PF)" and "Perceived Media Richness (MR)" emerged as key drivers shaping Gen Z's purchase intentions, stressing the importance of fair pricing and immersive media content. The implications of our research are profound for businesses seeking to tap into the Gen Z market on TikTok Shop. By prioritizing convenience, fostering engaging host interactions, ensuring price fairness, and enriching media content, businesses can effectively enhance Gen Z's purchase intentions and cultivate enduring consumer loyalty. In conclusion, our study offers invaluable insights into the intricate dynamics of Gen Z's purchase intentions on TikTok Shop, shedding light on key factors that businesses can leverage to optimize their marketing strategies. As the digital landscape continues to evolve, understanding and catering to the preferences of Generation Z consumers will be instrumental in driving success in the realm of e-commerce.