ANÁLISIS DE LA INFLUENCIA DE TIKTOK COMMERCE EN LA INTENCIÓN DE COMPRA DE PRODUCTOS DE CUIDADO PERSONAL EN JÓVENES ECUATORIANOS DE 18 A 35 AÑOS

Abstract

This study analyzes the influence of TikTok Commerce on the purchase intention of personal care products among young Ecuadorian consumers aged 18 to 35. Using a quantitative approach, a non-experimental, cross-sectional, and correlational design was applied. Data were collected through a structured questionnaire using a Likert scale, allowing the assessment of key variables such as platform trust, content creator credibility, and perceived risk. The results indicate that trust in TikTok Commerce and the credibility of content creators have a positive and significant effect on purchase intention, while perceived risk shows a negative relationship. These findings are consistent with prior international research on social commerce, confirming that trust-based and social factors play a critical role in digital purchasing decisions. Furthermore, the study highlights the relevance of content generated by credible creators and interactive formats in reducing consumer uncertainty. This research contributes theoretically by expanding the literature on social commerce through empirical evidence from an emerging market context, specifically Ecuador, where TikTok Commerce is experiencing rapid adoption but remains in a consolidation phase. From a practical perspective, the findings offer valuable insights for brands and entrepreneurs, emphasizing the need to prioritize trust-building strategies, select credible and culturally aligned creators, and mitigate perceived risk to enhance purchase intention within TikTok-based commerce environments.