The study of factors influencing online purchase intention in tiktok among generation Z

This research aimed to study the effect between perceived media richness, perceived price and perceived convenience on online purchase intention in TikTok among generation Z. TikTok is a social media platform to sharing entertainment videos. TikTok platform is now popular with selling products at TikTok Shop. Merchants, brands, and creators can sell products directly on TikTok. Sellers can sell the products through with videos, LIVEs, and the product showcase tab. This study reviewed the literature of past research of factors influencing online purchase intention in TikTok. We used a survey questionnaire to collect 383 valid respondents from generation Z people in Malaysia. These collected data were analyzed using SPSS version 24 and the result gathered through Descriptive, Research, Reliability Test, and Correlation Pearson. As a result, TikTok advised to employs appropriate particular approaches to improve those components and online by intends. The findings revealed that perceived media richness, perceived price, and perceived convenience with significant influence generation Z in Malaysia.