Exploring TikTok Shop and the Correlation it has with the Gen Z Consumers: Consumers Purchase Decisions within the Beauty and Personal Care Product Category

Authors

Ciara A. Lewis, Florida State UniversityFollow
Richard Waters, Florida State UniversityFollow
Russell B. Clayton, Florida State UniversityFollow
Jaejin Lee, Florida State UniversityFollow

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

The purpose of this paper is to understand the correlation between Gen Z consumers’ perceived level of attractiveness, credibility, trustworthiness, and relatability of a TikTok influencer and their intention to purchase beauty and personal care products from TikTok Shop. A quantitative research method was applied, using an online survey to gather data from 154 students between the ages of 18 and 27 from Florida State University. Pearson correlation analyses were used to investigate five hypotheses and one research question. Results indicated that credibility was the strongest correlation with behavioral intentions to purchase beauty and personal care products. There was a positive correlation among attractiveness, credibility, and relatability, although none of these variables were significantly associated with purchase intention. Additionally, trustworthiness was the only variable that was not correlated and had no known statistical significance. Findings indicated that the more an influencer is seen as credible, the more they become attractive.

Recommended Citation

Lewis, Ciara A.; Waters, Richard; Clayton, Russell B.; and Lee, Jaejin, "Exploring TikTok Shop and the Correlation it has with the Gen Z Consumers: Consumers Purchase Decisions within the Beauty and Personal Care Product Category" (2026). AMTP Proceedings 2026. 37.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2026/37