Exploring Muslim Youths’ Purchase Intention on Tiktok Live: A Technology Acceptance Model Perspective
DOI:
https://doi.org/10.32890/ijib2026.11.1.3Keywords:
Technology acceptance model (TAM), Muslim youth, TikTok live, E-commerce, Social commerceAbstract
E-commerce, which enables the online trading of goods and services, has significantly altered the global retail environment. In Malaysia, this sector has experienced substantial growth driven by evolving consumer behavior and technological advancements. However, while TikTok Live is gaining popularity as a social commerce platform, limited research has examined the key drivers influencing the purchase intentions of Muslim youth consumers in this context. This study employs a quantitative approach grounded in the Technology Acceptance Model (TAM) to examine the purchase intentions of Muslim youth consumers on TikTok Live in Kubang Pasu, Kedah. A verified Google Forms survey was used to collect data from a sample of 384 respondents. The analysis employed Pearson correlation and regression techniques, using SPSS version 22 to evaluate the proposed relationships. Findings indicate that perceived usefulness and perceived ease of use have a significant influence on purchase intentions on TikTok Live. By emphasizing these crucial elements, businesses, marketers, and industry stakeholders can enhance purchase engagement with Muslim youth consumers, which will aid in the development of the digital economy and the social commerce sector. This research adds to the corpus of knowledge in social commerce and consumer behavior by validating the effects of perceived usefulness and perceived ease of use on purchase intention within the TikTok Live context among Muslim youth consumers.
Downloads
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Alnemer, H. A. (2022). Determinants of digital banking adoption in the Kingdom of Saudi Arabia: A technology acceptance model approach. Digital Business, 2(2), 100037. https://doi.org/10.1016/j.digbus.2022.100037
Bhandari, P. (2022). Independent and dependent variables. Scribbr. https://www.scribbr.com/methodology/independent-and-dependent-variables/
Bloomenthal, A. (2023, May 23). Ecommerce Defined: Types, History, and Examples. Investopedia. https://www.investopedia.com/terms/e/ecommerce.asp Chain, 100029. https://doi.org/10.1016/j.clscn.2022.100029
Chau, P. Y. K., & Lai, V. S. K. (2003). An Empirical Investigation of the Determinants of User Acceptance of Internet Banking. Journal of Organizational Computing and Electronic Commerce, 13(2), 123–145. https://doi.org/10.1207/s15327744joce1302_3
Collins, A. (2024, January 24). The Rise Of E-Commerce And It’s Impact On Brick-And-Mortar Stores. Https://Afeusa.org/. https://afeusa.org/articles/the-rise-of-e-commerce-and-its-impact-on-brick-and-mortar-stores/
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. Journal of Risk and Uncertainty, 18(3), 321–325. JSTOR. https://doi.org/10.1023/a:1011156710779
ElSayad, G. (2024). Online customers’ attitudes and intentions towards e-payment usage in Egypt during the COVID-19 pandemic: The serial mediation roles of perceived usefulness, perceived trust, and attitude. Journal of Science and Technology Policy Management, ahead-of-print(ahead-of-print). https://doi.org/10.1108/JSTPM-02-2023-0024
Gani, M. O., Rahman, M. S., Bag, S., & Mia, Md. P. (2023). Examining behavioural intention of using smart health care technology among females: dynamics of social influence and perceived usefulness. Benchmarking: An International Journal. https://doi.org/10.1108/bij-09-2022-0585
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90. https://doi.org/10.2307/30036519 https://www.capillarytech.com/blog/ecommerce-in-malaysia-growth/
Kashyap, M. (2023, April 20). Ecommerce in Malaysia: Growth, Trends & Opportunities CapillaryTech. CapillaryTech.
Kementerian Kemajuan Desa Dan Wilayah (2017). Retrieved July 7, 2024 B.C.E., from https://profilkg.rurallink.gov.my/v1/index.php?step=1&id=2
Kementerian Kemajuan Desa dan Wilayah. (2017). DUN Kampung Name. Profil Kampung. Retrieved July 7, 2024, from https://profilkg.rurallink.gov.my/v1/index.php?Page=DUN.php&step=2&id=6
Khan, N., Sarwar, A., & Tan, B. C. (2020). Determinants of purchase intention of halal cosmetic products among Generation Y consumers. Journal of Islamic Marketing, ahead-of-print (ahead-of-print). https://doi.org/10.1108/jima-11-2019-0248
Kucukusta, D., Law, R., Besbes, A., & Legohérel, P. (2015). Re-examining perceived usefulness and ease of use in online booking: The case of Hong Kong online users. International Journal of Contemporary Hospitality Management, 27(2), 185–198. https://doi.org/10.1108/IJCHM-09-2013-0413
Nuryakin, Md Saad, M. S., & Rizky Maulani, M. (2023). Purchase intention behavior of halal cosmetics. Comparing study between Indonesia and Malaysia millennial generation. https://doi.org/10.1108/jiabr-06-2021-0177
Pikkarainen, T., Pikkarainen, K., Karjaluoto, H., & Pahnila, S. (2004). Consumer acceptance of online banking: an extension of the technology acceptance model. Internet Research, 14(3), 224–235. https://doi.org/10.1108/10662240410542652
Saoula, O., Shamim, A., Suki, N. M., Ahmad, M. J., Abid, M. F., Patwary, A. K., & Abbasi, A. Z. (2023). Building e-trust and e-retention in online shopping: the role of website design, reliability and perceived ease of use. Spanish Journal of Marketing, 27(2). https://doi.org/10.1108/sjme-07-2022-0159
Sekaran, U. (2003). Research Methods for Business: A Skill-Building Approach (4th ed.). Wiley.
Shanmugavel, N., & Micheal, M. (2022). Exploring the Marketing related Stimuli and Personal Innovativeness on the Purchase Intention of E-Vehicles through Technology Acceptance Model. Cleaner Logistics and Supply
Wang, S., Wang, J., Li, J., Wang, J., & Liang, L. (2018). Policy implications for promoting the adoption of electric vehicles: Do consumer’s knowledge, perceived risk and financial incentive policy matter? Transportation Research Part A: Policy and Practice, 117, 58–69. https://doi.org/10.1016/j.tra.2018.08.014
Yin, A. C. P. (2022, April 28). TikTok Shop Is Now Live In Malaysia. RinggitPlus. https://ringgitplus.com/en/blog/apps/tiktok-shop-is-now-live-in-malaysia.html
Yu, X., Cheng, X., Kim, K. H., & Wang, H. (2024). Exploring the brand experience in the metaverse under the perspective of technology acceptance model. Asia Pacific Journal of Marketing and Logistics, ahead-of-print (ahead-of-print). https://doi.org/10.1108/APJML-10-2023-0952
Published
Issue
Section
License
Copyright (c) 2026 International Journal of Islamic Business
This work is licensed under a Creative Commons Attribution 4.0 International License.
