Researching the influence of tiktok video advertising on generation z’s purchase intention in the Mekong delta

Abstract

The study analyzed the influence of TikTok Video advertising on Generation Z’s purchase intention in the Mekong Delta. The research team has collected 190 samples from Gen Z in 13 provinces in the Mekong Delta. Data was collected by convenience sampling method. Descriptive statistics, Cronbach's Alpha coefficient test, Exploratory Factor Analysis (EFA), and Linear regression analysis were used in the study. The proposed research model includes 6 independent factors: Entertainment (ET); Social Interaction (SI); Information (IF); Easy to use (EU); Trust (TR); The Involvement of Influencers (IV). Among them, Entertainment (ET); Social Interaction (SI); Information (IF); Trust (TR); The Involvement of Influencers (IV) has a positive impact on the purchase intention of Gen Z on TikTok.