Purchase intention of Gen Z university students over the tiktok shop facilitated by hyper-personalization
This study focuses on investigating the purchase intentions of Generation Z university students in Malaysia towards TikTok Shops, with a focus on the role of hyper-personalization in the Technology Acceptance Model (TAM2). Six variables were investigated, which included social media experience, mobi...
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| Main Authors: | , |
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2025
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| Subjects: | |
| Online Access: | http://eprints.utar.edu.my/7117/1/21ABB04302_Koh_Yi_Xiang.pdf http://eprints.utar.edu.my/7117/ |
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