Consumer Trust in 'TikTok Shop': Investigating  Influential Factors in Online Shopping  Environments

Mahendran A/L Gopal

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Type :	Thesis
Subject :	Business, Marketing, International Trade
Main Author :	Mahendran A/L Gopal
Title :	Consumer Trust in 'TikTok Shop': Investigating Influential Factors in Online Shopping Environments
Content Type :	still image (rdacontent)
Media Type :	computer (rdamedia)
Carrier Type :	online resource (rdacarrier)

Place of Production :	Kuala Lumpur
Publisher :	Tun Razak Graduate School
Year of Publication :	February 2024
Physical Description :	ill, 90 pages
Notes :	Research Project Submitted in Partial Fulfillment of the Requirements\r\nfor the Degree of Master of Business Administration \r\nUniversiti Tun Abdul Razak
Corporate Name :	UNIRAZAK Library
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Abstract : UNIRAZAK Library

This research study will investigate the "Consumer Trust in 'TikTok Shop': Investigating Influential Factors in Online Shopping Environments". By using a cross-sectional analysis of 200 target respondents across Malaysia. The rapid evolution of e-commerce platforms has reshaped the retail landscape, with social commerce platforms like TikTok Shop marking a paradigm shift in consumer behavior and purchasing habits. In this context, understanding consumer trust within the TikTok Shop ecosystem is crucial for businesses and scholars alike. This study aims to investigate the influential factors shaping consumer trust in TikTok Shop, exploring the interplay of social elements, traditional e-commerce trust factors, and user perceptions. In addition, descriptive statistics, Cronbach’s alpha reliability test, Shapiro-Wilks test for normality, Pearson correlation analysis and multiple linear analysis among others were used as methods of analyzing data collected from two hundred respondents to have an inclusive understanding of the factors affecting positive relationship between traditional e-commerce practices and trust among customers about ‘TikTok Shop.

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