<![CDATA[TikTok has become a major social commerce channel, and it has changed digital marketing practice, most visibly through the spread of affiliate marketing strategies. Indonesia has one of the largest TikTok user bases in the world, and Generation Z is a leading consumer group there, heavily engaged with short-form video, particularly in fashion. This study examines how affiliate content quality affects Generation Z's purchase intention on TikTok Shop, using the Stimulus-Organism-Response (S-O-R) framework as its analytical basis. More precisely, the research probes the mediating role of trust alongside the moderating role of perceived risk in shaping purchase intention. A quantitative research design was adopted, harnessing PLS-SEM. Data were amassed via an online questionnaire disseminated to 165 Generation Z respondents in Indonesia who actively use TikTok and have been exposed to affiliate marketing content. The findings disclose that affiliate content quality exerts a positive and significant effect upon both trust and purchase intention. Trust, in turn, significantly influences purchase intention and partially mediates the relationship between affiliate content quality and purchase intention. Moreover, perceived risk mediates the relationship between trust and purchase intention, such that an escalation in perceived risk weakens the positive impact of trust on purchase intention. This study augments the S-O-R framework's applicability within the context of social commerce and furnishes practical implications for brands and affiliate creators seeking to cultivate authentic, credible, and high-quality content so as to enhance consumer trust and purchase intention.]]>
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