Purchase intention on TikTok live: a study among Muslim youth consumers in Kubang Pasu

E-commerce, which facilitates the online exchange of goods and services, has revolutionized the global retail landscape. In Malaysia, this sector has experienced remarkable growth driven by technological advancements and shifting consumer behaviors. This study aims to investigate the purchase intentions of Muslim youth consumers on TikTok Live in Kubang Pasu. Utilizing a quantitative methodology, the research is grounded in the Technology Acceptance Model (TAM) and Trust Transfer Theory (TTT). Data were gathered from 384 Muslim youth consumers in Kubang Pasu through a validated questionnaire distributed via Google Forms. Hypothesized relationships were tested using Pearson correlation and regression analysis with Statistical Package for the Social Sciences (SPSS) software version 22. The results indicated that perceived usefulness, perceived ease of use, and perceived trust significantly and positively impact purchase intentions on TikTok Live. This study suggests that by enhancing these key determinants, industries could increase Muslim youth consumers’ purchases on TikTok Live, thereby potentially boosting economic growth.