QR Code Link : Type : Thesis Subject : Business, Marketing, International Trade Main Author : Syamsul Bari’ah Binti Baihaqi Title : Factors Affecting Users' Content Consumption And Purchase Intention: A Study On Tiktok Shop 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 : October 2024 Physical Description : ill, 93 pages Notes : Research Project Submitted in Partial Fulfilment of The Requirements for The Degree of Master of Business Administration Universiti Tun Abdul Razak Corporate Name : UNIRAZAK Library PDF Full Text : Login required to access this item.

Abstract : UNIRAZAK Library

This research explores the dynamic interplay between TikTok Content, User Engagement, and Purchase Intentions among users of TikTok Shop in Malaysia. Employing a quantitative research design, the study gathered data from a representative sample of 273 users through online surveys. The research examines the impact of video attributes and social influence on User Engagement, measured through interactions such as likes, comments, and shares. Further, it investigates how these factors drive Purchase Intentions on TikTok Shop. Data were analyzed using IBM SPSS Statistics, incorporating descriptive statistics, correlation, and regression analyses to test the hypotheses. The findings highlight that high-quality, relevant content significantly enhances User Engagement, which in turn positively influences Purchase Intentions. This study contributes to the growing body of knowledge on social commerce and provides actionable insights for marketers looking to leverage TikTok as an effective platform for driving consumer behavior and sales. The implications suggest that optimizing content strategies to foster engagement can effectively convert user interactions into sales, offering a valuable framework for future research and practical applications in digital marketing.

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