Limitations

First, there was a lack in diversity. All of the people who were interviewed in this study were limited to the Northeast. Outside of this area there could be varying answers about purchase decisions and shopping habits. It also could be more common for more people to talk more about TikTok and engage more with products in different parts of the country. Seventy five percent of people interviewed for this study were women. This may speak to the demographic TikTok Shop is trying to reach. However, results may have varied if more men had participated. 

A big factor in purchase decisions for these participants was the cost of the items they purchased. During the interview, there was a lack of questions about income. As previously mentioned, all participants were college students. This likely means that they are making less money than they would in a full time position, arguably forcing them to look for cheaper items to fit their budget. To further gauge the driving forces for this generation, this study could be improved by asking questions about how often they work and how much income they make.