The Impact of Mobile Application Attributes on Purchase Behavior among Gen Z Consumers: The Case of TikTok Shop

This study investigates the influence of mobile app attributes on the purchasing behavior of Generation Z (Gen Z) consumers in the Philippines, focusing on TikTok as a platform. The purpose is to analyze how mobile app attributes, specifically security, privacy, visual appeal, and customization affect TikTok's perceived usefulness, continuous app usage, leading to actual purchases, with customer satisfaction as a mediating factor. Using a quantitative research design This study applies Partial Least Squares Structural Equation Modeling (PLS-SEM) by the Stimulus-Organism-Response (SOR) model framework to explore the relationships among the variables. Questionnaires were distributed amongst a sample of 327 official respondents who are Gen Z and have experience buying in a TikTok online store in the Philippines.