TITLE:
TikTok Shop Advertising and Gen Z Purchase Intention: A Stimulus-Organism-Response Perspective on Engagement and Trust
AUTHORS:
Arpita Baijal, Aaditya Jambhekar
KEYWORDS:
TikTok Shop, Generation Z, Purchase Intention, Stimulus-Organism-Response, Engagement, Consumer Buying, Short-Form Video Advertising
JOURNAL NAME:
Open Access Library Journal,
Vol.13 No.9,
September
23,
2026
ABSTRACT: This study uses a Stimulus-Organism-Response (SOR) framework to examine how TikTok Shop advertising shapes Generation Z purchase intention, mediated by consumer engagement and trust. Data were collected through survey questionnaires from 190 self-reported Generation Z individuals who reported using TikTok and prior exposure to TikTok Shop advertisements. The six stimulus variables are advertising informativeness, entertainment, visual appeal, credibility, influencer persuasiveness, and content clarity; the organism variables are engagement and trust; and the response variable is purchase intention. Pearson correlations showed that trust was strongly and positively correlated with purchase intention (r = 0.865, p α = 0.811 - 0.925). The study provides strategic insights for marketers targeting Gen Z through TikTok Shop advertising.