THE RELATIONSHIP OF USING TIKTOK SHOP FEATURES AND PURCHASING DECISION OF GRADE 12 ACCOUNTANCY BUSINESS AND MANAGEMENT STUDENTS AT IMMACULADA CONCEPCION COLLEGE

Abstract

One of the well-known online shopping platforms was TikTok Shop, which consumers used to purchase products directly within the TikTok app. The researchers were interested in knowing whether TikTok Shop features, including product reviews, live video shopping, and free shipping discounts, had a relationship with the purchasing decisions of Grade 12 ABM students. Through a descriptive-correlational research design and convenience sampling, one hundred fifty-nine (159) students were surveyed. Based on the results of this study, TikTok Shop features (product reviews, free shipping discounts, and live video shopping) influenced the students. Moreover, the students demonstrated a high level of purchasing decisions. Findings revealed a strong positive correlation between the use of TikTok Shop features and purchasing decisions, indicating a significant relationship. Future studies were advised to expand the scope by including additional factors related to TikTok Shop features. Specifically, factors like free shipping, discounts, and product reviews and ratings were recommended due to their significant influence on purchasing decisions.