Undergraduate Research

College Students’ Awareness and Concerns about Data Collection on Fashion Social Commerce 

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Abstract

The rise of TikTok Shop has transformed fashion social commerce for young consumers. Despite its popularity, the 2025 ban in the U.S. sparked discussion regarding young users' data privacy, impulsive shopping, and irresponsible money management. This qualitative study examines students' engagement with TikTok Shop, explores their purchasing influences and data safety practices, and offers strategies for promoting a safe online environment for young consumers. Through interviews with 20 undergraduate students, findings revealed that subject norms and algorithmic personalization have a significant impact on their buying behavior. While participants expressed concerns about data privacy, most demonstrated limited digital literacy, rarely reading privacy policies or implementing security measures. Many acknowledged impulsive buying tendencies driven by influencer marketing and emotional influences. Findings underscore the need for improved digital literacy education to help students shop fashion products responsibly. This study contributes to research on young consumer behavior on social commerce platforms.

 

 

 

Keywords: Emotional Influences (Impulsive Shopping), Low Digital Literacy, Personalization, Education Gap, Online Shopping

How to Cite:

Avila, E. C. & Liang, Y., (2025) “College Students’ Awareness and Concerns about Data Collection on Fashion Social Commerce ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21755