Customer Perceptions of User Experience on TikTok E-Commerce: A Qualitative Research

The chapter examines Malaysian consumers’ perceptions of TikTok as an e-commerce platform. Using established theories such as TAM, UTAUT, Trust in E-Commerce, Social Proof Theory, and the Value-Based Adoption Model, the chapter presents a conceptual framework explaining user adoption. A qualitative approach was employed through semi-structured interviews with TikTok users to gain in-depth insights into their shopping experiences. The findings identify five key themes influencing user experience: ease of use, features and benefits, trust, social influence, and value perception. While users value TikTok’s simple navigation, engaging features, and attractive prices, concerns about product authenticity and seller credibility remain. Social validation and perceived value strongly affect purchasing decisions, highlighting the need for TikTok to balance entertainment with trust to sustain e-commerce growth

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