<![CDATA[The rapid growth of TikTok Shop has transformed online shopping by integrating social interaction, user-generated content, and purchasing activities within a single platform. However, consumers’ purchase decisions are influenced not only by direct marketing stimuli but also by psychological factors such as trust. This study aims to examine the effects of consumer involvement and Electronic Word of Mouth (e-WOM) on consumer trust and purchase decisions, as well as the mediating role of consumer trust. A quantitative approach was employed using survey data from TikTok Shop users, which were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings demonstrate that consumer involvement and e-WOM have positive and significant effects on consumer trust and purchase decisions. Consumer trust also positively and significantly affects purchase decisions. Furthermore, consumer trust significantly mediates the effects of both consumer involvement and e-WOM on purchase decisions, with the mediation identified as partial. These findings indicate that active consumer engagement and credible digital word-of-mouth can strengthen purchasing behavior, particularly when supported by consumer trust. The study implies that TikTok Shop sellers should enhance interactive engagement and encourage credible user-generated information to strengthen trust and facilitate purchase decisions.]]>
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