Hooked by Content, Sold by Features: Predictors of Gen Z Buying Intention on TikTok Shop

Authors

  • Shazwani Zaini Fadzil Faculty of Business Management and Professional Studies, Management & Science University (MSU), 40100 Shah Alam, Selangor, Malaysia
  • Siti Maryam Md Nor Faculty of Business Management and Professional Studies, Management & Science University (MSU), 40100 Shah Alam, Selangor, Malaysia
  • Nor Azima Ahmad Faculty of Business Management and Professional Studies, Management & Science University (MSU), 40100 Shah Alam, Selangor, Malaysia
  • Siti Hanim Mhd Kudus Faculty of Business Management and Professional Studies, Management & Science University (MSU), 40100 Shah Alam, Selangor
  • Nor Fadhilah Nagor Mohamed Faculty of Business Management and Professional Studies, Management & Science University (MSU), 40100 Shah Alam, Selangor
  • Nurul Anis Shafinaz Abdul Nasir Mercedes-Benz Malaysia, Taman Perindustrian, 16A, Jalan BK 1/13, Bandar Kinrara, 47180 Puchong, Selangor, Malaysia

Keywords:

Tik Tok shops, social commerce, shoppertainment, purchase intention, social influence, Gen Z

Abstract

The popularity of "shoppertainment" has increased due to the growth of social commerce, with TikTok Shop being a well-known platform that combines in-app purchases with short-form entertainment. This study examines the key determinants influencing Generation Z TikTok users’ purchase intentions on TikTok Shop by analysing the effects of platform features, shopping lifestyle, positive emotions, and social influence. A total of 450 valid responses were collected from Gen Z TikTok users through an online questionnaire administered using a cross-sectional quantitative research design. All constructs had high measurement reliability which supported the scales' internal consistency. The multiple regression analysis showed good explanatory power. Platform attributes, happy emotions, shopping lifestyle, and social influence were all positive and significant predictors. According to these findings, Gen Z TikTok users' inclination to make purchases through TikTok Shop is strengthened by interactive features (such as livestreaming, reviews, and frictionless checkout), emotionally engaging content, lifestyle alignment with deal-seeking and online shopping routines, and influencer/peer validation.

Author Biographies

Shazwani Zaini Fadzil, Faculty of Business Management and Professional Studies, Management & Science University (MSU), 40100 Shah Alam, Selangor, Malaysia

shazwani@msu.edu.my

Siti Maryam Md Nor, Faculty of Business Management and Professional Studies, Management & Science University (MSU), 40100 Shah Alam, Selangor, Malaysia

sitimaryam_mdnor@msu.edu.my

Nor Azima Ahmad, Faculty of Business Management and Professional Studies, Management & Science University (MSU), 40100 Shah Alam, Selangor, Malaysia

nor_azima@msu.edu.my

Siti Hanim Mhd Kudus, Faculty of Business Management and Professional Studies, Management & Science University (MSU), 40100 Shah Alam, Selangor

siti_hanim@msu.edu.my

Nor Fadhilah Nagor Mohamed, Faculty of Business Management and Professional Studies, Management & Science University (MSU), 40100 Shah Alam, Selangor

norfadhilah_nagormohamed@msu.edu.my

Nurul Anis Shafinaz Abdul Nasir, Mercedes-Benz Malaysia, Taman Perindustrian, 16A, Jalan BK 1/13, Bandar Kinrara, 47180 Puchong, Selangor, Malaysia

anis_shafinaz.abdul_nasir@mercedes-benz.com

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Published

2026-05-09

Issue

Vol. 4 No. 1: March (2026)

Section

Articles