Beyond Entertainment : How Trust and Hedonic Value Drive Gen- Z Purchase Intentions in Tiktok Shop

Particularly among Generation Z, the quick development of social commerce platforms has changed how consumers make purchases. This study looks at how purchase intentions in the TikTok Shop ecosystem are influenced by multidimensional trust factors and entertainment value. We evaluated five hypotheses among 300 Gen-Z respondents in Indonesia drawing on the Stimulus-Organism-Response. Hedonic value significantly outperformed utilitarian value of purchase intention, according to path analysis using PLS-SEM. The second most significant factor was found to be seller trust, which was followed by platform trust and product trust. The structural model accounted for 61% of the variance in purchase intention. These results imply that although vendors establish reputation through open communication, platform designers ought to give priority to engagement focused on entertainment. The investigation advances social.