Ian Lam, who was 42, is survived by his wife and children.
Mr Lam, from Telford, fell to his death on Saturday afternoon from the roof of the town's Southwater car park.
A statement released by his family reads: "The wife, family and friends of the man who was involved in a tragic incident in Telford Town Centre on Saturday would like to express their deep sorrow and overwhelming feeling of loss of such a kind, caring and loving man. The family would request that they are allowed peace and privacy to deal with their loss."
Detective Inspector William Scott said: "Our thoughts are with Mr Lam's family and friends at this very difficult time. This has been an extremely traumatic time for all of them and I would also ask that their privacy be respected."
Police are investigating reports that a number of onlookers goaded Mr Lam before he fell. According to witnesses some even filmed him on their mobile phones,
More than 9,100 people have signed a petition urging the police to find and prosecute anyone who may have taken part.
The top floor of the car park remains closed while Telford & Wrekin Council considers whether further safety measures are needed. The authority says the car park was built to national guidelines.
Mr Lam's death has been referred to the Independent Police Complaints Commission, which has confirmed it will not investigate and is satisfied that the force's Professional Standards Department will carry out a review.
Call police on 101 with any information.