Conclusion

This study aimed to connect how Generation Z uses TikTok Shop with their shopping habits. Overall, the study reinforced the existing literature that members of Generation Z need trust and reliability before they spend their money. It also solidified that Generation Z is actively using TikTok and seeing ads for it within the platform. Although TikTok is at risk with the United States government at this moment, it is clear that Generation Z is not afraid to use the app, or spending their money from businesses that advertise and sell their products on the platform. 

Future research could include more investigation into how TikTok advertises their space compared to other e-commerce platforms. Additionally, the could be more accurate to skew the age group up to a group with more buying power than ages 18-25, and asking about employment status.