Purchase Decision Formation Among Generation Z in TikTok Social Commerce

Abstract

Research on purchase decision formation in social commerce has predominantly adopted quantitative approaches that examine the relationships among individual variables, including electronic word-of-mouth, trust, price perception, and influencer marketing. Consequently, limited attention has been given to how consumers interpret these considerations collectively throughout their purchasing experiences. However, limited studies have qualitatively explored how these considerations are interpreted by consumers during their purchase decision formation This study explores how Generation Z consumers negotiate multiple purchase considerations within TikTok's social commerce environment. A qualitative approach was employed by conducting semi-structured interviews with nine Generation Z consumers who had experience purchasing products through TikTok Shop. The data were analyzed using thematic analysis to identify the key considerations emerging throughout participants' shopping experiences. The findings identify four interconnected considerations characterizing purchase decision formation: personalized content, negotiated trust through electronic word-of-mouth, value considerations, and self-reward as an emotional purchase justification. Rather than explaining purchase decisions as the outcome of isolated variables, this study demonstrates that Generation Z actively negotiates multiple considerations before forming purchase decisions within TikTok's social commerce environment.