Factors Affecting the Willingness to Purchase on TikTok Live Streaming Among Pensioners

TikTok live streaming popularity among pensioners has been gaining some momentum lately. During live streaming, TikTok has been drawing viewers using live videos, which are interactive and engaging with consumers in real time. It is well understood that the willingness to purchase on TikTok live streaming has been dominant among the younger generation. However, there has been a lack of understanding of the popular use of TikTok among pensioners who belong to a different generation. Therefore, this study aims to understand pensioners’ willingness to purchase on TikTok live streaming using the extended Theory of Planned Behaviour (TPB). The extended TPB factors that have been considered in this study are subjective norms, perceived behavioural control, attitude, and trust to break down relationships with willingness to purchase during TikTok live streaming. As Malaysia is entering an ageing population, this study is very much relevant to assist marketers in implementing right marketing strategies. The study intends to utilise self-administered online survey via Google Forms. Sampling techniques to use are convenience and snowball sampling techniques, and the target demographic is pensioners who are using the TikTok app. The statistical methods to apply are Structural Equation Modelling (SEM)-SmartPLS 4, and Statistical Package for the Social Sciences (SPSS).  The results of study would help marketers to develop targeted marketing strategies that resonate with unique characteristics and preferences of pensioners engaging with live stream platforms. At the same time, the study would help businesses to improve their outreach and effectiveness in turning viewer engagement into purchase decisions.