What Matters Most for Customer Satisfaction in TikTok Shop? Evidence from Malaysian Online Consumers

Authors

DOI:

https://doi.org/10.24191/abrij.v12i1.12467

Keywords:

Customer satisfaction, Product variety, Affordable price, Transaction convenience, TikTok Shop

Abstract

The emergence of social commerce has transformed online shopping by integrating social media engagement with e-commerce activities. Among the leading social commerce platforms, TikTok Shop has gained significant popularity among Malaysian consumers due to its interactive features, live-streaming capabilities, and seamless purchasing experience. Despite its rapid growth, there is limited empirical evidence on the factors influencing customer satisfaction among TikTok Shop users in Malaysia. Therefore, this study examines the influence of product variety, affordable price, and transaction convenience on customer satisfaction among TikTok Shop users. A quantitative research approach was employed using a cross-sectional survey design. Data were collected from 105 TikTok Shop users residing in the Klang Valley through a structured questionnaire and analyzed using the Statistical Package for the Social Sciences (SPSS) version 27. Multiple regression analysis was performed to examine the relationships between the study variables. The findings revealed that the regression model explained 53.0% of the variance in customer satisfaction. Affordable price was identified as the strongest predictor of customer satisfaction, followed by product variety. However, transaction convenience did not significantly influence customer satisfaction. The findings suggest that consumers place greater emphasis on obtaining value for money and access to diverse product offerings when evaluating their shopping experiences on TikTok Shop. This study provides practical insights for online sellers and platform operators in developing effective pricing and product strategies to enhance customer satisfaction and strengthen competitiveness in the social commerce environment.

 

Author Biographies

  • Noor Azzah Said, MARA University of Technology

    Dr. Noor Azzah Said is a Senior Lecturer at the Faculty of Business and Management, Universiti Teknologi MARA (UiTM), Malaysia. She obtained her PhD in Business Management from Universiti Teknologi MARA (UiTM). Her research interests include digital transformation, entrepreneurship development, innovation ecosystems, disaster preparedness, community resilience, and stakeholder collaboration. She has been actively involved in research, consultancy, training, and community engagement projects focusing on digital innovation and sustainable socio-economic development.

  • Syukrina Alini Mat Ali, MARA University of Technology

    Dr. Syukrina Alini Mat Ali is an Associate Professor at the Faculty of Business and Management, Universiti Teknologi MARA (UiTM), Malaysia. She obtained her PhD in Business Administration from the International Islamic University Malaysia (IIUM). Her research interests include consumer behaviour, customer experience, entrepreneurship, digital innovation, educational technology, and immersive learning. She has been actively involved in research, postgraduate supervision, and scholarly publications in the fields of business and management.

  • Noor'ain Mohamad Yunus, MARA University of Technology

    Dr. Noor'ain Mohamad Yunus is an Associate Professor at the Faculty of Business and Management, Universiti Teknologi MARA (UiTM), Malaysia. She obtained her PhD in Business Administration from the International Islamic University Malaysia (IIUM). Her research interests include healthcare management, healthcare utilisation, population ageing, quality of life and organ donation. She has been actively involved in research, postgraduate supervision, and scholarly publications focusing on healthcare management, healthcare utilisation, population ageing, quality of life and organ donation.

  • Sri Fatiany Abdul Kader Jailani, MARA University of Technology

    Dr. Sri Fatiany Abdul Kader Jailani is an Associate Professor at the Faculty of Business and Management, Universiti Teknologi MARA (UiTM), Malaysia. She holds a PhD in Information Technology from the International Islamic University Malaysia (IIUM), and both her Master’s and Bachelor’s degrees in Information Technology from UiTM. Her research interests include Green Information Technology (Green IT), digital transformation, sustainability, information systems, technology adoption, digital innovation, electronic commerce, and entrepreneurship. She has published widely in peer-reviewed journals and conference proceedings, supervised postgraduate students, and led multidisciplinary research projects. She is also actively involved in community engagement, industry collaboration, and knowledge transfer initiatives that promote digital innovation and sustainable development.

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Published

30-05-2026

Issue

Vol. 12 No. 1 (2026): May Issue

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Articles

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Copyright (c) 2026 Noor Azzah Said, Syukrina Alini Mat Ali, Noor'ain Mohamad Yunus, Sri Fatiany Abdul Kader Jailani

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Said, N. A., Mat Ali, S. A., Mohamad Yunus, N., & Abdul Kader Jailani, S. F. (2026). What Matters Most for Customer Satisfaction in TikTok Shop? Evidence from Malaysian Online Consumers. Advances in Business Research International Journal, 12(1), 82-91. https://doi.org/10.24191/abrij.v12i1.12467

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