Explaining Actual Behavior of TikTok Shop Users through Attitude, Subjective Norms, Perceived Behavioral Control, and Behavioral Intention

Authors

  • Dede Solihin Fakultas Ekonomi dan Bisnis, Prodi Manajemen, Universitas Pamulang https://orcid.org/0009-0008-2641-9172
  • Ahyani Ahyani Fakultas Ekonomi dan Bisnis, Prodi Manajemen, Universitas Pamulang
  • Siti Aprilliani Fakultas Ekonomi dan Bisnis, Prodi Manajemen, Universitas Pamulang

DOI:

https://doi.org/10.31941/jebi.v29i1.7789

Abstract

Purpose – This study examines how attitudes, subjective norms, and perceived behavioral control influence behavioral intention and actual behavior among TikTok Shop users, highlighting the mediating role of behavioral intention. It aims to identify the key psychological and social factors driving actual purchasing behavior. Design/methodology/approach – A quantitative survey was conducted. With an unknown population size, the sample followed Hair et al.’s rule of thumb (8 times the number of indicators), requiring at least 120 respondents. Respondents were purposively sampled TikTok Shop users in Tangerang Regency with prior purchasing experience. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Findings – Attitudes and perceived behavioral control significantly influence behavioral intention, while subjective norms do not affect intention but can directly influence actual behavior. Perceived behavioral control affects actual behavior only through behavioral intention. Behavioral intention mediates the relationship between attitudes and perceived behavioral control with actual purchasing behavior. These results indicate that internal evaluations and perceived self-efficacy, through intention, are stronger drivers of purchase actions than social pressure among Generation Z users. Research limitations/implications – The study focuses on TikTok Shop users in Tangerang Regency, limiting generalizability. Nevertheless, the findings contribute to consumer behavior theory and provide practical insights for digital marketers to enhance engagement and transaction rates through cognitive and social mechanisms. Originality/value – This research provides empirical evidence of how attitudes and perceived behavioral control shape actual behavior on TikTok Shop, highlighting the interplay between intention, social influence, and real consumer action in digital commerce.

Downloads

Published

2026-04-21

Issue

Vol. 29 No. 1 (2026): JURNAL EKONOMI DAN BISNIS MARCH 2026

Section

Artikel

License

Authors who publish with JEBI: Jurnal Ekonomi dan Bisnis agree to the following terms:

  1. Authors retain copyright and grant the JEBI: Jurnal Ekonomi dan Bisnis  right of first publication with the work simultaneously licensed under Creative Commons Attribution License (CC BY 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the published version of the work (e.g., post it to an institutional repository or edit it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.