IMPACT OF TIKTOT ALGORITHMS AND SHORT-FORM VIDEOS ON CONSUMER PURCHASING DECISION ON ONLINE SHOPPING
Keywords:
TikTok Algorithm, Short-Form Videos, Consumer Purchasing Decision, Content Visibility.Abstract
This study examined how TikTok’s short videos and recommendation algorithm affect people’s decisions to buy products online. The main goals were to find out whether TikTok videos influence what people buy, and which parts of TikTok’s algorithm have the most impact on buying decisions. A structured questionnaire was given to 200 TikTok users, and the responses were analyzed using
basic statistics and a regression test. The results showed that many users do discover products on TikTok and are sometimes influenced to buy them. However, this influence is not very strong or consistent across everyone. The analysis found that only 6% of the changes in buying preference could be explained by TikTok videos and algorithm features. Trust in product reviews came close to having a strong impact, while things like influencer videos and the "For You Page" had a small, positive effect. Conclusively, TikTok does help promote products, but it works best when the content is trustworthy and engaging. The study suggests that businesses should create more relatable content and take advantage of TikTok’s algorithm to reach more people. Future studies should look deeper into age groups, user habits, and personal buying behaviors.
