The Influence of Data Security and Privacy on the Intention to Use TikTok Shop Through the UTAUT Framework

This study was conducted to understand the factors that influence the adoption and use of payment features on TikTok Shop, a social commerce platform. By utilizing the UTAUT model supplemented with data security and privacy variables, this study examines how various factors encourage or hinder the intention to use this digital payment system. The results show that performance expectancy, social influence, security, and facilitating conditions have a significant effect on the intention to use, while effort expectancy and privacy do not have a significant effect. Data privacy also does not influence usage decisions, indicating that privacy concerns are not a major factor for users. Overall, this study concludes that the adoption of TikTok Shop's payment features is more determined by perceived benefits, social influence, system security, and the availability of supporting facilities than by privacy or ease of use factors.

Keywords: TikTok Shop, Data Privacy Security, UTAUT

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