SCALE VALIDATION OF STUDENTS' GRATIFICATION PURCHASING SPORTS PRODUCTS ON TIKTOK SHOP: A USES AND GRATIFICATION THEORY (UGT) PERSPECTIVE

Muhammad Faizal, Kutip and Adam Afif, Mohamad Azmi and Cassendra, Gilbert and Syahida, Mohd Nazri (2024) SCALE VALIDATION OF STUDENTS' GRATIFICATION PURCHASING SPORTS PRODUCTS ON TIKTOK SHOP: A USES AND GRATIFICATION THEORY (UGT) PERSPECTIVE. JURNAL EVOLUSI, 5 (1). ISSN 2735-2234

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Abstract

The Ministry of International Trade and Industry (MITI) in Malaysia has introduced initiatives to enhance e-commerce activities and improve the overall e-commerce platform in the country. Undoubtedly, TikTok Shop stands out as one of the most popular e-commerce platforms in Malaysia. The influence of TikTok on consumer shopping behaviours is increasingly evident, with 58.2% of TikTok users expressing that they rely on the platform for shopping inspiration. This study focuses on establishing the validity and reliability of the Students' Gratification to Purchase Sports Products on the TikTok Shop instrument. It intends to apply it in subsequent studies within similar settings. The questionnaire was adjusted to align with the target population and underwent reliability analysis, achieving a Cronbach's Alpha reliability coefficient exceeding 0.7, indicating a reliable scale. In the Exploratory Factor Analysis, none of the items were excluded, and they were reorganised into three factors: attention, positive attitude, emotion and utilitarian gratification. Subsequently, Confirmatory Factor Analysis was conducted on the 20 items. The final model confirmed the presence of three constructs: Attention, Positive Attitude Emotion, and Utilitarian Gratification. Based on the model's evaluation, the sample data fits the measurement model well (RMSEA = 0.073, GFI = 0.880, AGFI = 0.837, TLI = 0.947, and NFI = 0.923). In conclusion, this questionnaire demonstrates strong validity and reliability, making it suitable for further studies in similar settings

Item Type:	Article
Uncontrolled Keywords:	Gratification, TikTok Shop, Sports Products, Exploratory Factor Analysis,
Divisions:	Faculty of Business and Accountancy (FABA)
Depositing User:	Mrs Shariffah Shuhaiza Syed Mohd Nor
Date Deposited:	10 Feb 2025 02:46
Last Modified:	10 Feb 2025 02:46
URI:	http://eprints.kuptm.edu.my/id/eprint/3820

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