Digital Native Perception and Influence of the TikTok Platform as an Online Shop Media Using Method Technology Acceptance Model (Actual Used) to Behavior Consumptive (High School Students in Metro City)

Abstract

This study explores the perceptions of digital natives regarding the TikTok platform as an online shopping medium and its impact on their consumptive behavior, using the Technology Acceptance Model (TAM). The research focuses on high school students in Metro City and investigates how perceived knowledge and actual use influence their shopping behavior on TikTok. The results reveal that digital natives show significant interest in using the TikTok Shop feature for online shopping. However, the perception of knowledge does not significantly impact consumer behavior, indicating that not all students are aware of the online shopping features on TikTok. On the other hand, the perception of system usage positively influences consumer behavior, leading to stronger purchase intentions. Data analysis shows that 86.5% of respondents find the TikTok Shop feature convenient for online shopping. The study concludes that the usability of the TikTok Shop feature significantly affects the consumptive behavior of high school students in Metro City, demonstrating the platform's potential as a viable medium for online shopping among digital natives.

Keywords: TikTok, Technology Acceptance Model, Consumers Behavior, Digital Natives.