Understanding Digital Shoppers: How TikTok Shop Elevates E-Commerce Experiences

We are currently living in the era of globalization, which has brought numerous positive impacts to society. One significant benefit is the ease of access to communication and information for a wide range of people. This technological advancement has spurred the growth of digital businesses, with E-Commerce being widely embraced by the public. This study aims to know the influential factors influencing the consumer purchase intentions on the TikTok Shop E-Commerce platform using the Technology Acceptance Model (TAM). Data to support this research was collected through a questionnaire distributed to individuals in the Greater Jakarta area (Jabodetabek), The selection of respondents from Jabodetabek was based on the region's high concentration of digital consumers, making it a representative sample of Indonesia's online shopping demographic. Greater Jakarta is the economic hub of Indonesia, with a technologically engaged population that frequently adopts new e-commerce trends. This demographic selection ensures that the study captures consumer behaviors reflective of broader TikTok Shop users in Indonesia. aged between 17 and 40 years who have prior experience with online shopping, particularly through the TikTok Shop application, this group represents the primary users of TikTok and social commerce platforms, as supported by industry reports and previous research. Younger consumers are more likely to engage with digital shopping trends, particularly through interactive and visually engaging mediums like TikTok. The findings reveal that perceived usefulness, perceived enjoyment, and attitude have a significant impact on purchase intention. These results highlight the importance of these factors in encouraging consumers to Purchase items on E-Commerce platforms. In conclusion, this study offers valuable insights into the critical element that will shape user purchase intentions in the context of E-Commerce, emphasizing the need to understand consumer behavior to Accommodate their shopping experience.