Influence of E-Wom via Tiktok on Purchase Intention among Generation Z

In Malaysia's ever-changing digital ecosystem, consumers are empowered to obtain information. Consumers are paying more attention to online product reviews, which have become a crucial source of information. This research delves into the realm of electronic word-of-mouth (e-WOM) via TikTok, focusing on the influencing factors outlined in the Information Adoption Model and Information Acceptance Model. This study scrutinizes the impact of information quality, information credibility, information adoption and attitudes toward information on the purchase intention of Generation Z in Malaysia. The Statistical Package for the Social Sciences (SPSS) version 22.0 was used to test hypotheses with a sample size of 301 respondents. The findings underscore a positive correlation between information quality, information credibility, information adoption and attitudes toward information on TikTok, collectively influencing the purchase intention of Generation Z in Malaysia. This study establishes the groundwork for future research initiatives in this field and offers practitioners insightful information to help them create successful business strategies for customer retention.

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