Author

  • Shahira Ariffin

    • Faculty of Business Management, Universiti Teknologi MARA (UiTM), Cawangan Selangor, Kampus Puncak Alam, Selangor, Malaysia
    • Malaysia

  • Nadhrathul Ain Ibrahim

    • Faculty of Business Management, Universiti Teknologi MARA (UiTM), Cawangan Selangor, Kampus Puncak Alam, Selangor, Malaysia
    • Malaysia

  • Zarith Delaila Abd Aziz

    • Faculty of Business Management, Universiti Teknologi MARA (UiTM), Cawangan Selangor, Kampus Puncak Alam, Selangor, Malaysia
    • Malaysia

  • Norsiah Ahmad

    • Faculty of Business Management, Universiti Teknologi MARA (UiTM), Cawangan Selangor, Kampus Puncak Alam, Selangor, Malaysia
    • Malaysia

  • Nur Shahrulliza Muhammad

    • Faculty of Business Management, Universiti Teknologi MARA (UiTM), Cawangan Selangor, Kampus Puncak Alam, Selangor, Malaysia
    • Malaysia

  • Intan Syafinaz Mat Shafie

    • Faculty of Business Management, Universiti Teknologi MARA (UiTM), Cawangan Selangor, Kampus Puncak Alam, Selangor, Malaysia
    • Malaysia

Abstract

The popularity of TikTok live streaming among pensioners has been gaining momentum lately. During live streaming, TikTok has been drawing viewers with live videos that are interactive and engaging, allowing consumers to interact in real time. It is well understood that the willingness to purchase on TikTok live streaming has been dominant among the younger generation. However, there has been a lack of understanding of the popular use of TikTok among pensioners from a different generation. Therefore, this study aims to understand pensioners’ willingness to purchase on TikTok live streaming using the extended Theory of Planned Behavior (TPB). The extended TPB factors that have been considered in this study are subjective norms, perceived behavioral control, attitude, and trust to break down the relationships with willingness to purchase during TikTok live streaming. As Malaysia is entering an ageing population, this study is very much relevant to assist marketers in implementing the right marketing strategies. The study intends to utilize a self-administered online survey via Google Forms. Sampling techniques to use are convenience and snowball sampling techniques, and the target demographic is pensioners who are using the TikTok app. The statistical methods to apply are Structural Equation Modelling (SEM)-SmartPLS 4, and the Statistical Package for the Social Sciences (SPSS). The results of the study would help marketers to develop targeted marketing strategies that resonate with the unique characteristics and preferences of pensioners engaging with live stream platforms. At the same time, the study would help businesses to improve their outreach and effectiveness in turning viewer engagement into purchase decisions.

Keywords

References

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How to Cite

Ariffin, S., Ibrahim, N. A., Abd Aziz, Z. D., Ahmad, N., Muhammad, N. S., & Mat Shafie, I. S. (2025). Factors Affecting the Willingness to Purchase on TikTok Live Streaming Among Pensioners. Information Management and Business Review, 17(2(I)S), 315-327. https://doi.org/10.22610/imbr.v17i2(I)S.4607

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Vol. 17 No. 2(I)S (2025) AI in Audit, Workplace Safety & Digital Consumer Society View issue contents

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2025-08-10

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