Generation Z’s Experience of Shopping via Live Shopping on TikTok: A Phenomenological Study amongst University Students in Central Java
DOI:
https://doi.org/10.47701/7y5kft27Keywords:
live shopping, TikTok,, Generation Z, consumer experienceAbstract
This study aims to explore the life experiences of Generation Z in shopping activities through TikTok's live shopping feature. Employing a qualitative approach and a phenomenological strategy, the study involves Gen Z students and lecturers in Central Java who have conducted at least three transactions using TikTok Live. Data were collected via Google Forms designed to examine participants' in-depth reflective notes on their subjective experiences, including emotions, motivations, concerns, and their understanding of interactions with live hosts, promotions, and transaction processes. Data analysis utilized a phenomenological approach to identify the core themes of the participants' experiences. It is hoped that the findings of this study will provide theoretical contributions to the understanding of digital consumption phenomena among Generation Z in Indonesia, as well as practical implications for business practitioners and e-commerce platforms in creating a more meaningful and ethical live streaming shopping experience
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