Scale validation of students' gratification purchasing sports products on TikTok Shop: A Uses and Gratification Theory (UGT) perspective

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 behaviors 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 TikTok Shop instrument, intending 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 reorganized 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.