Social commerce, combining social media and e-commerce, has revolutionised consumer behaviour, with platforms like TikTok Shop driving this shift by offering real-time engagement and direct purchasing features. Understanding the factors influencing consumer purchase intentions on these platforms is crucial for businesses aiming to capitalise on this growing trend. This study focuses on TikTok Shop users in Johor Bahru, Johor, Malaysia, employing the Theory of Planned Behaviour (TPB) to explore key factors such as brand image, price perception, trust, perceived quality, and brand association, with trust as a mediator. A quantitative research design was adopted, utilising purposive sampling to collect responses from 381 users, and data were analysed using SmartPLS to assess the measurement and structural models. Results indicate that all independent variables significantly influence consumer purchase intentions, with trust playing a critical mediating role. The study's findings underscore the importance of brand-related factors and trust in shaping consumer behaviour on live-stream shopping platforms, offering valuable insights for marketers and platform operators to enhance engagement and drive purchase decisions. Further research could explore the role of emerging variables such as social influence, user-generated content, and the impact of influencer marketing on purchase intentions. Additionally, cross-cultural studies or longitudinal research examining how consumer behaviour evolves on social commerce platforms could deepen understanding and support more targeted strategies for different markets. This research contributes to the growing body of knowledge on social commerce, emphasising the need to continuously adapt to the dynamic consumer environment shaped by technological advancements and social interactions.
Ahmadi, H., & Hudrasyah, H. (2022). Trust and consumer behaviour in social commerce: The role of influencers. Journal of Social Commerce Research, 18(2), 102-115. https://doi.org/10.1016/j.jscr.2022.04.005
Ahmadi, R., & Hudrasyah, H. (2022). The relationship between trust and consumer purchase intention in the context of e-commerce. Journal of Marketing Research, 15(2), 45-60.
Ajzen, I. (1991). The theory of planned behaviour. Organisational Behaviour and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Cai, W., Wang, Y., & Zhang, H. (2023). Live-stream shopping and its impact on consumer behaviour: A study of brand image, trust, and perceived quality. Journal of Digital Commerce Research, 15(1), 47-61. https://doi.org/10.1016/j.jdcr.2023.01.002
Lee, Y., Kim, S., & Park, J. (2023). The role of brand image in social commerce: Exploring consumer responses on TikTok Shop. Journal of Consumer Marketing, 40(3), 129-142. https://doi.org/10.1108/JCM-03-2022-0504
Li, X., Liu, J., & Chen, Y. (2022). The role of perceived quality in online shopping: A focus on social commerce platforms. Journal of Interactive Marketing, 49, 85-97. https://doi.org/10.1016/j.intmar.2022.11.003
Li, X., & Wang, L. (2023). Trust and perceived risk in online shopping environments: A study on social commerce platforms. Electronic Commerce Research and Applications, 54, 101083. https://doi.org/10.1016/j.elerap.2022.101083
Li, Y., Zhang, X., & Yu, H. (2022). The impact of perceived product quality on consumer purchase intention: Evidence from e-commerce platforms. Journal of Marketing Research, 59(2), 235-250. https://doi.org/10.1177/00222437221007973
Lin, H., Zhang, Y., & Wong, M. (2023). Understanding consumer engagement in live-stream shopping: The case of TikTok Shop. Journal of Retailing and Consumer Services, 71, 102153. https://doi.org/10.1016/j.jretconser.2023.102153
Lin, J., Wong, K., & Chan, S. (2023). The effects of brand image on consumer purchase intention: A study on Asian markets. Journal of Asian Business Studies, 16(1), 101-117.
Lin, T., Chen, Y., & Huang, L. (2023). Brand image and consumer purchase intention in social commerce: A study of TikTok users. Journal of Business Research, 150, 500-511. https://doi.org/10.1016/j.jbusres.2022.07.037
Madsalae, A., & Jansri, P. (2024). The impact of perceived quality on social commerce consumer behaviour. Journal of Social Media Commerce, 19(2), 122-134. https://doi.org/10.1016/j.scmc.2024.02.002
Madsalae, C., & Jansri, P. (2024). Perceived quality and its role in shaping consumer purchase intentions in Thailand's retail sector. Retail Marketing Review, 11(2), 58-72.
Matthew, S., Smith, T., & Jones, A. (2017). Consumer behaviour and the theory of planned behaviour: A review. Journal of Marketing Research, 34(2), 175-196. https://doi.org/10.1016/j.jmr.2017.02.003
Michael, L., & Richards, K. (2020). Predicting consumer intentions using the theory of planned behaviour: A review. Journal of Consumer Psychology, 45(3), 320-332. https://doi.org/10.1016/j.jcp.2020.07.010
Mussa, A. (2023). The influence of TikTok influencers on consumer buying behaviour among millennials. Social Media & Society, 9(4), 140-155.
Mussa, F. (2023). The role of TikTok influencers in shaping online purchase decisions: A case study in Egypt. Journal of Social Commerce, 41(1), 15-26. https://doi.org/10.1016/j.jsc.2023.01.005
Mussa, S. (2023). Trust and perceived quality in online shopping: A comprehensive review. Electronic Commerce Research and Applications, 48, 101238. https://doi.org/10.1016/j.elerap.2022.101238
Nguyen, D., & Nguyen, Q. (2022). The influence of price on purchase intention in emerging markets. Journal of International Marketing, 18(3), 133-149.
Nguyen, T. A., & Nguyen, H. T. (2022). E-commerce and consumer purchase behaviour in Southeast Asia: Insights from TikTok's live marketplace. Journal of Business Research, 138, 450-462. https://doi.org/10.1016/j.jbusres.2022.09.032
Nguyen, T., & Nguyen, T. (2022). Factors influencing purchase intention in social media commerce: Evidence from TikTok. International Journal of Information Management, 62, 102422. https://doi.org/10.1016/j.ijinfomgt.2021.102422
Nilsson, M., Andersson, L., & Johansson, P. (2023). Investigating the relationship between brand association and consumer behaviour: Evidence from the Swedish fashion industry. European Journal of Marketing Research, 29(2), 44-62.
Shafira, A., Faris, M., & Noor, Z. (2023). Trust and consumer behaviour in TikTok Shop: The role of user-generated content. Journal of Consumer Marketing, 40(3), 234-246. https://doi.org/10.1108/JCM-03-2023-0556
Shafira, A., Rizki, N., & Prasetyo, F. (2023). Trust and its impact on online consumer behaviour: A case study of Indonesia. Journal of Business and Consumer Research, 19(1), 27-39.
Sofiya, A., Faris, M., & Noor, Z. (2023). Regional consumer behaviour in the context of social commerce: A case study of Sabah, Malaysia. International Journal of E-Commerce Studies, 25(2), 78-92. https://doi.org/10.1016/j.ijecs.2023.02.004
Sofiya, A., Haris, R., & Wicaksono, T. (2023). Price perceptions and their effects on consumer purchase intention: A meta-analysis. Asian Journal of Business and Economics, 13(4), 211-229.
Sofiya, A., Zhang, X., & Zhang, Y. (2023). The mediating role of trust in online shopping: Evidence from TikTok Shop users. Journal of Retailing and Consumer Services, 73, 103669. https://doi.org/10.1016/j.jretconser.2023.103669
Wong, K., Lin, J., & Chan, S. (2024). Consumer purchase intention and brand image: A cross-cultural comparison. Journal of International Business Studies, 19(2), 89-105.
Wong, M. K., Tan, S. L., & Liew, J. C. (2022). Social commerce in Malaysia: How TikTok is changing the landscape. Journal of Asian Business and Economics, 21(4), 234-246. https://doi.org/10.1016/j.jabe.2022.07.004
Zhang, Y., Zhao, L., & Li, J. (2023). Optimising marketing strategies in TikTok Shop: The role of perceived quality and consumer trust. Journal of Marketing Trends, 32(1), 19-33. https://doi.org/10.1016/j.jmt.2023.03.005
Zheng, X., Sun, X., & Yang, F. (2023). Influencing factors of consumer behaviour in live-stream shopping: A focus on trust and brand association. Journal of Internet Commerce, 22(2), 115-130. https://doi.org/10.1016/j.jinetcom.2023.05.007.
Mahbob, N. N., Bawazir, A. A., & Hasim, M. A. (2024). The Mediating Role of Trust in Shaping Consumer Purchase Intentions on TikTok Shop: Insights from Johor, Malaysia. International Journal of Academic Research in Business and Social Sciences, 14(9), 2215–2225.
Copyright: © 2024 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
