Beyond the hype: Investigating theory of planned behavior in TikTok marketing for food products

Background and Purpose: Since its launch in 2016 and reaching one billion users by 2022, TikTok has become a major player in social media marketing, especially for product recommendations like food items. Despite its broad user base, there’s still confusion about what drives purchases on TikTok, particularly regarding authenticity, reliability, and user-generated content. This study explores how factors like product quality, security, and delivery influence food purchases on TikTok, aiming to help companies tailor their offerings and provide insights for scholarly research. Methodology: The study used online questionnaires distributed to 300 TikTok users to identify factors influencing food product purchases, employing the Theory of Planned Behaviour (TPB). Key elements analyzed included TikTok live streaming, attitude, subjective norm, perceived risk, electronic word-of-mouth (eWOM), and product quality. Data were analyzed using SPSS, with descriptive and inferential statistics, including Pearson Correlation Coefficient and Multiple Regression Analysis tests. Ethical approval was obtained from the Universiti Malaysia Terengganu ethics committee. Findings: TikTok Live Streaming is the strongest driver of purchase intention. Aligned with the Theory of Planned Behavior, it shapes consumer attitudes and fosters social influence. Attitude and subjective norm also play key roles, as positive perceptions and social pressure increase buying likelihood. Electronic Word of Mouth reinforces trust through user reviews, while perceived risk negatively impacts purchases due to safety and fraud concerns. Notably, product quality is insignificant, suggesting consumers prioritize social validation, entertainment, and interactivity over detailed quality assessments. Contributions: This research applies the TPB to understand TikTok user behavior and its impact on food purchases. It offers recommendations for businesses on leveraging TikTok's engaging visuals and user-friendly interface in their marketing strategies, and provides advice on customizing marketing tactics for the food sector. Keywords: TikTok, online food shopping, theory of planned behaviour, eWOM, purchase intention.