Factors affecting the purchase intention of university students on Tiktok Shop: A case study in Ho Chi Minh City

Abstract

The e-commerce industry in Vietnam is growing day by day with the presence of popular e-commerce platforms such as Shopee, Lazada, Tiki, etc. TikTok Shop was born not long ago but it is currently the third largest e-commerce platform in Vietnam. Therefore, this study aims to analyze the determinants influencing university students' purchase intention on TikTok Shop in Ho Chi Minh City. The study was conducted based on qualitative and quantitative research methods to adjust the research model and measurement scales, then analyze Scale Reliability (Cronbach’s Alpha), Exploratory Factor Analysis (EFA), Correlation and Regression using SPSS 25.0. With a sample size of 387, the results show that there are 6 factors affecting university students' purchase intention on TikTok Shop: (1) Perceived Usability, (2) Subjective Norms, (3) Trust, (4) Price, (5) eWOM and (6) Perceived Risk. The research team also proposes solutions and managerial implications for businesses, sellers and the TikTok Shop platform