Advisers

Cyra Dizon

Discipline

Business administration

Abstract

This study assessed the relationship between limited-time offers and Generation Z purchasing decisions on TikTok Shop. It used the Fear of Missing Out Theory by Przybylski et al., 2013 as its framework. The study focused on urgency and scarcity, discount stackability, trendiness and relevance, and vouchers as key promotional factors. It aimed to determine whether these factors relate to purchase intention, buying behavior, brand preference, purchase frequency, and loyalty. The research applied a descriptive quantitative design. It involved 150 Gen Z TikTok Shop users in the Philippines selected through snowball sampling. Data came from a validated questionnaire and were analyzed using frequency, percentage, weighted mean, ranking, and correlation tests. The null hypothesis stated that no significant relationship exists between limited time offers and purchasing decisions, both overall and when grouped by demographic profile. Results showed clear trends in respondent profiles and shopping behavior. Most participants were students with low to mid monthly funds and used smartphones for shopping. Among the six limited time offer factors, relevance and discount stackability ranked highest. These factors received the highest ratings in relation to how Gen Z evaluated promotions. Urgency, trendiness, and vouchers showed moderate associations with purchasing decisions, while scarcity ranked lowest. The discussions examined how limited-time offers relate to Generation Z purchasing decisions on TikTok Shop. The findings showed consistent positive associations with purchase intention, buying behavior, brand preference, purchase frequency, and customer loyalty. Gen Z respondents showed higher readiness to plan purchases, switch brands, buy more frequently, and remain loyal when offers provided clear value and matched personal needs. Age, gender, education level, income amount, and device used were associated with differences in how strongly users responded to limited-time offers, while source of income showed no significant association. Overall, the discussion highlighted that value-driven and relevant promotions, supported by urgency cues, were most strongly associated with short-term sales and repeat engagement among Gen Z consumers on TikTok Shop.

Keywords

purchasing decisions, promotion, tiktok shop, limited-time offers, gen z