The Factors Influencing Generation Z Consumers’ Intention to Purchase Fast-Moving Consumer Goods (FMCG) on Live Streaming Platforms : A Case Study of the TikTok Shop
Year: 2024
Type: article
Study design: Observational Study
Abstract: The Objective of the research is to study 1) trust theory 2) perceiving risk 3) the influence of Influencers 4) customer engagement and 5) business competency that affects purchase intention Fast-moving Consumer Goods (FMCG) via Live: The TikTok Shop. A case study was conducted with quantitative research and a sample group of 400 generations interested in purchasing live consumer products through the TikTok application. Research tools include descriptive statistical analysis. These include percentage, mean, standard deviation and statistics used in inferential analysis: Stepwise multiple regression analysis and Simple Regression. Research shows that the factors of trust, risk perception, and Influencer participation, as well as business competency factors that affect the intentions of fast-moving consumer products (FMCG) through live channels: A TikTok Shop case study.
Author: Tanida Chiangnua
Institution: Kasetsart University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405457932