The Moderating Role of Big Data Attitudes in Gen Z TikTok Live Shopping Decisions

The rapid growth of social media platforms has significantly transformed consumer purchasing behaviors, particularly among Generation Z (Gen Z), with TikTok emerging as a key player in social e-commerce. This study aims to explore the moderating role of big data attitudes in the relationship between trust, commitment, price consciousness, and purchase intention among Gen Z users engaging in TikTok live shopping feature. By employing a quantitative research approach, data were collected from 137 respondents who have used TikTok Shop and made purchases via its live shopping feature. Structural Equation Modeling (SEM) was applied to test the hypotheses, revealing that trust, commitment, and price consciousness positively influence purchase intention, while big data attitudes significantly moderate these relationships. The findings highlight the importance of big data in shaping user behavior, where users perceptions of personalized recommendations and data privacy significantly impact their purchase decisions. This study contributes to the understanding of social e-commerce, emphasizing the role of big data in enhancing consumer engagement and trust in digital shopping platforms. The implications suggest that e-commerce platforms, particularly those integrating live streaming features, can optimize their services by focusing on building trust, fostering commitment, and addressing users concerns regarding data privacy, ultimately improving their purchase intention and platform loyalty.