Assessing the Impact of Personalized Recommendation on TikTok on People’s Purchasing Behavior

Abstract

There have been increasing concerns over the impact of personalized recommendations on people’s behavior since many social media platforms used by modern people have such algorithms. Notably, influences on people’s purchasing behavior are usually analyzed to provide useful implications for both consumers and companies. This article investigates the impact of personalized recommendations on TikTok on people’s purchasing decisions. A primary research method, a survey, is used to gather people’s opinions toward personalized recommendations. It reveals that people of different age groups respond differently toward personalized recommendations but it is certain that the recommendation system on TikTok has an impact on people regarding their purchasing decision.