Exploring the Determinants of Behavioral Intention and Use Behavior Toward TikTok Shop Based on the UTAUT 2 Model
Keywords:
UTAUT 2, TikTok Shop, Behavioral Intention, Use Behavior, Social Commerce, PLS-SEM
Abstract
The rapid growth of social commerce through TikTok Shop has opened new opportunities for businesses and consumers in Indonesia, including in the city of Ambon. This study aims to analyze the factors influencing consumers’ behavioral intention and use behavior in shopping on TikTok Shop by applying the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) model. The respondents of this research were TikTok Shop users in Ambon who had made at least one transaction, with a minimum sample size of 200 participants. The results show that all UTAUT 2 constructs, except for facilitating conditions on use behavior, have a significant effect on consumers’ intention and usage behavior. The variable behavioral intention was found to be the most dominant factor driving actual usage behavior, with R² values of 0.753 for behavioral intention and 0.817 for use behavior, indicating a strong predictive capability of the model. These findings affirm the relevance of the UTAUT 2 model in explaining technology adoption in the context of social commerce and provide practical implications for platform developers and digital business practitioners to design marketing strategies that align with the characteristics of consumers in eastern Indonesia.
Keywords: UTAUT 2, TikTok Shop, Behavioral Intention, Use Behavior, Social Commerce, PLS-SEM.
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References
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[2] N. Huda, Dyah, A. Rani, S. E. Bhima, and Y. Adhinegara, “Digital Economy Outlook 2025,” 2024. [Online]. Available: www.celios.co.id
[3] Kementerian Komunikasi dan Informatika Republik Indonesia dan Katadata Insight Center, ‘Status Literasi Digital Indonesia 2022”, Jakarta, Indonesia: Kominfo, 2023.
[4] G. Dash and J. Paul, “CB-SEM vs PLS-SEM methods for research in social sciences and technology forecasting,” Technol Forecast Soc Change, vol. 173, Dec. 2021, doi: 10.1016/j.techfore.2021.121092.
[5] M. A. Ashraf and H. Ahmed, “Approaches to Quality Education in Tertiary Sector: An Empirical Study Using PLS-SEM,” Educ Res Int, vol. 2022, 2022, doi: 10.1155/2022/5491496.
[6] W. Zhang, B. Wang, and L. Zhou, “Evaluation and Improvement of English-Speaking Instruction Based on PLS-SEM and Intelligent Speech System,” Mobile Information Systems, vol. 2022, 2022, doi: 10.1155/2022/1081327.
[7] D. J. Lee, “Bootstrap tests for structural breaks when the regressors and the serially correlated error term are unstable,” Bull Econ Res, vol. 73, no. 2, pp. 212–229, 2021, doi: 10.1111/boer.12243.
[8] F. Magno, F. Cassia, and C. M. Ringle, “A brief review of partial least squares structural equation modeling (PLS-SEM) use in quality management studies,” TQM Journal, vol. 36, no. 5, pp. 1242–1251, 2024, doi: 10.1108/TQM-06-2022-0197.
[9] S. Demir and M. Uşak, “Analyzing the Implementation of PLS-SEM in Educational Technology Research: A Review of the Past 10 Years,” Sage Open, vol. 15, no. 2, pp. 1–23, 2025, doi: 10.1177/21582440251345950.
[10] A. S. Al-Adwan and R. M. S. Jafar, “Breaking into the black box of consumers’ perceptions on metaverse commerce: An integrated model of UTAUT 2 and dual-factor theory,” Asia Pacific Management Review, vol. 29, no. 4, pp. 477–498, Dec. 2024, doi: 10.1016/j.apmrv.2024.09.004.
[11] R. Farhat, Q. Yang, M. A. O. Ahmed, and G. Hasan, “E-Commerce for a Sustainable Future: Integrating Trust, Product Quality Perception, and Online-Shopping Satisfaction,” Sustainability (Switzerland), vol. 17, no. 4, Feb. 2025, doi: 10.3390/su17041431.
[12] O. Carvache-Franco, J. Loaiza-Torres, C. Soto-Montenegro, M. Carvache-Franco, and W. Carvache-Franco, “The risks perceived by the consumer in the acceptance of electronic commerce. A study of Bolivia,” PLoS One, vol. 17, no. 11 November, Nov. 2022, doi: 10.1371/journal.pone.0276853.
[13] K. Tamilmani, N. P. Rana, and Y. K. Dwivedi, “Consumer Acceptance and Use of Information Technology: A Meta-Analytic Evaluation of UTAUT 2,” Information Systems Frontiers, vol. 23, no. 4, pp. 987–1005, Aug. 2021, doi: 10.1007/s10796-020-10007-6.
[14] M. Maulida, Y. Sari, and S. Rohmah, “Influence of Electronic Word Of Mouth (e-WOM), Hedonic Motivation, and Price Value On Consumer’s Purchase Intention Using Social Commerce ‘TikTok Shop,’” in 2022 7th International Conference on Informatics and Computing, ICIC 2022, Institute of Electrical and Electronics Engineers Inc., 2022. doi: 10.1109/ICIC56845.2022.10007012.
[15] N. Putri, Y. Prasetya, P. W. Handayani, and H. Fitriani, “TikTok Shop: How trust and privacy influence generation Z’s purchasing behaviors,” Cogent Soc Sci, vol. 10, no. 1, 2023, doi: 10.1080/23311886.2023.2292759.
[16] D. P. Pradnyamitha and A. F. Maradona, “Actual Purchase on TikTok Live Streaming Commerce: An Analysis of Utilitarian Shopping Value and Attitude Toward Electronic Live Streaming,” 2024. [Online]. Available: http://ijsoc.goacademica.com
[17] R. Aprianto, “The UTAUT 2 to Explains How Tiktok Shop Application Affects Consumers’ Behavior,” KnE Social Sciences, Jul. 2023, doi: 10.18502/kss.v8i12.13698
[18] C. Razafinandrasana and D. Tamara, “Exploring The Factors Which Impact Impulse Purchase Intention in TikTok Live Streaming Shopping in Indonesia,” International Journal of Electronic Commerce Studies, vol. 15, no. 2, pp. 21–62, 2024, doi: 10.7903/ijecs.2279.
[19] F. Schuberth, Y. Rosseel, M. Rönkkö, L. Trinchera, R. B. Kline, and J. Henseler, “Structural Parameters under Partial Least Squares and Covariance-Based Structural Equation Modeling: A Comment on Yuan and Deng (2021),” Structural Equation Modeling, vol. 30, no. 3, pp. 339–345, 2023, doi: 10.1080/10705511.2022.2134140.
[20] R. Aprianto, N. E. Retno Wuryandari, and . R. I., “The UTAUT 2 to Explains How Tiktok Shop Application Affects Consumers’ Behavior,” KnE Social Sciences, Jul. 2023, doi: 10.18502/kss.v8i12.13698.
[21] A. Meiriza, and R. Sawitri., “Tampilan Analisis Faktor Penerimaan TikTok Shop berdasarkan Model UTAUT 2 dan SCC”.,” Jurnal Nasional Teknologi dan Sistem Informasi , Mei. 2023.
[22] T. T. Nguyen and L. T. T. Nguyen, “E-commerce applications: A study of customers’ behavioral intentions and behaviors of using these applications towards online shopping,” Journal of Infrastructure, Policy and Development, vol. 8, no. 10, 2024, doi: 10.24294/jipd.v8i10.8032.
[23] Akhmad Riadi, Michelle Angelina Halim, Shafa Raissalya Khairunnisa, and Bunyaworakul Chanya, “An empirical study of the impact of live streaming quality on purchase intention in Indonesia,” International Journal of Management & Entrepreneurship Research, vol. 7, no. 8, pp. 581–592, Aug. 2025, doi: 10.51594/ijmer.v7i8.1979.
[24] M. Sarstedt, J. F. Hair, M. Pick, B. D. Liengaard, L. Radomir, and C. M. Ringle, “Progress in partial least squares structural equation modeling use in marketing research in the last decade,” Psychol Mark, vol. 39, no. 5, pp. 1035–1064, 2022, doi: 10.1002/mar.21640.
Published
2026-05-14
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Articles
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