How TikTok videos from local fashion brands influence Generation Z’s purchase intentions: the roles of attitude and trust

Purpose This study aims to examine the effect of local fashion brand TikTok videos on Generation Z’s purchase intentions and the mediating effects of consumer attitudes and trust. Design/methodology/approach The respondents were identified through purposive sampling and a predictive-causal study design was used. The hypotheses were tested using variance-based structural equation modeling (SEM), also known as partial least-squares SEM. Findings The results indicate that the local fashion brand TikTok videos have a significant and direct effect on Generation Z’s purchase intentions, attitudes and trust. Moreover, consumer attitude and trust were found to be antecedents of purchase intention. The mediation assessment shows that consumer attitude and trust mediate the link between a local fashion brand’s TikTok videos and purchase intention. Originality/value This study is one of the few to examine how local fashion brand TikTok videos influence Generation Z’s purchase intention and how this relationship is affected by consumer attitude and trust as intervening variables.