This study uses a Stimulus-Organism-Response (SOR) framework to examine how TikTok Shop advertising shapes Generation Z purchase intention, mediated by consumer engagement and trust. Data were collected through survey questionnaires from 190 self-reported Generation Z individuals who reported using TikTok and prior exposure to TikTok Shop advertisements. The six stimulus variables are advertising informativeness, entertainment, visual appeal, credibility, influencer persuasiveness, and content clarity; the organism variables are engagement and trust; and the response variable is purchase intention. Pearson correlations showed that trust was strongly and positively correlated with purchase intention (r = 0.865, p < 0.001). The multi-item engagement, trust, and purchase-intention measures showed good to high internal consistency (α = 0.811 - 0.925). The study provides strategic insights for marketers targeting Gen Z through TikTok Shop advertising.
Cite this paper
Baijal, A. and Jambhekar, A. (2026). TikTok Shop Advertising and Gen Z Purchase Intention: A Stimulus-Organism-Response Perspective on Engagement and Trust. Open Access Library Journal, 13, e15910. doi: http://dx.doi.org/10.4236/oalib.1115910.
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