EXPLORING MUSLIM YOUTHS’ PURCHASE INTENTION ON TIKTOK LIVE: A TECHNOLOGY ACCEPTANCE MODEL PERSPECTIVE

Abstract

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.