August 13, 2025

The Influence of Promotion, Influencer, and Transaction Convenience on Purchase Intention of Gen Z and Millennials in Tiktok Shop Based on Theory of Planned Behavior

Key Points

Promotions significantly enhance purchase intentions among Gen Z and Millennials.
Results show that influencer recommendations effectively strengthen subjective norms in social commerce contexts.
Transaction convenience positively impacts perceived behavioral control and purchase intention.
Findings confirm the Theory of Planned Behavior's relevance in digital marketing and social commerce.

Abstract

This study examines the influence of promotion, influencer, and transaction convenience on the purchase intention of Gen Z and Millennials in TikTok Shop, using the Theory of Planned Behavior (TPB) as the theoretical framework. A mixed-methods approach was employed: a quantitative survey (n=90) and qualitative interviews (n=5). Results show that promotions significantly affect attitudes, influencer recommendations strengthen subjective norms, and transaction convenience enhances perceived behavioral control, all of which positively impact purchase intention. These findings confirm the applicability of TPB in the context of social commerce and provide practical recommendations for digital marketing strategies.

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Cite This Study

Mumtahanah et al. (Wed,) studied this question.

synapsesocial.com/papers/68af63efad7bf08b1eae4a29 https://doi.org/https://doi.org/10.32424/icsema.1.1.389

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