Factors Influencing TikTok Cosmetic Page Users’ Purchase Intention and Purchase Adoption: With Special Reference to Generation Z Consumers in the Western Province of Sri Lanka

This study investigates the factors influencing TikTok cosmetic page users’ purchase intention with special reference to Generation Z consumers in the Western Province of Sri Lanka. Adopting the deductive research approach, a self-administered questionnaire survey has been distributed among 384 respondents who follow at least one cosmetic page on TikTok under Generation Z. The correlation and multiple linear regression, Sobel Test were used as the key inferential analysis techniques to test the hypothesis and findings stemmed from the analysis shows that the perceived media richness, perceived price fairness, perceived convenience, perceived host interaction, and trust have an impact on TikTok cosmetic page users’ purchase intention while Trust has been identified as the most influential factor. Further, it is revealed that TikTok Page users’ purchase intention mediates the relationship between trust, perceived media richness, perceived price fairness, perceived host interaction, and TikTok users’ cosmetic adoption. In addition, it has identified that there is a significant impact of TikTok cosmetic page users’ cosmetic purchase intention on TikTok cosmetic page user’s adoption. Despite being a key source of information and powerful marketing tool in cosmetic industry, Sri Lankan cosmetic companies/brands do not employ TikTok to improve their performance effectively in a way that boost their desired performances. Hence, this study will be one of the few in Sri Lanka that experimentally investigates how to stimulate individual buying behaviour towards cosmetic products in Sri Lanka by providing better understanding regarding the role of TikTok social media platform as a powerful marketing tool while being a significant contribution for the diffusion of innovation literature.