This independent study is to investigate the factors that affect user engagement among all users of Tik Tok shop in Bangkok. In this study, a quantitative method was used, and the questionnaire was items will be adapted from existing literature, drawing upon studies by Xu & Pratt (2018), Pancer & Smith (2021), Kumar & Reinartz (2018), Lemon & Verhoef (2016), Enberg (2022), Harrigan et al. (2018), Xu et al. (2022), Zhang et al. (2017), and Rungruangjit et al. (2023). A total of 166 respondents participated in this research, however only 150 respondents’ data were included in the research because 16 respondent’s data were screened out from the survey. The study indicates that the factors such as influencer marketing and user experience (UX) interface design play important roles in affecting user engagement in Tiktok shop in Bangkok. The finding of this study contributes to a better understanding of the factors that can enhance user engagement, optimizing the product strategy and e-commerce business platforms like Tik Tok shop.

Independent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024