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http://dx.doi.org/10.13106/jafeb.2022.vol9.no5.0497

The Impact of SNS Advertisements on Online Purchase Intention of Generation Z: An Empirical Study of TikTok in Vietnam  

NGO, Thi Thuy An (Faculty of Business Administration, FPT University, Can Tho Campus)
LE, Thi My Thanh (Faculty of Business Administration, FPT University, Can Tho Campus)
NGUYEN, Thanh Hieu (Faculty of Business Administration, FPT University, Can Tho Campus)
LE, Truong Giang (Faculty of Business Administration, FPT University, Can Tho Campus)
NGO, Gia Thinh (Faculty of Business Administration, FPT University, Can Tho Campus)
NGUYEN, Tran Duong (Faculty of Business Administration, FPT University, Can Tho Campus)
Publication Information
The Journal of Asian Finance, Economics and Business / v.9, no.5, 2022 , pp. 497-506 More about this Journal
Abstract
The study was carried out to investigate the factors affecting the online purchase intention of Vietnamese consumers, focusing on Generation Z (Gen Z), through the information provided on TikTok - a social media network. Besides, the study evaluates the influence of these factors on the intention to purchase online of Gen Z. Most important; the research aims to help businesses better understand the insight of their consumers. The data were collected from 250 people who were born in the 1995 to 2010 period, living in the South of Vietnam. The study was conducted from December 2021 to March 2022 and used two analytical methods, which are exploratory factor analysis and Structural Equation Modeling. Research results show that there are 4 factors of TikTok advertisements that affect the purchase intention of Gen Z consumers, including information, entertainment, trust, and social interaction, and they all have a positive impact on the online purchase intention. In which the information factor has the most significant impact on the online purchase intention of Gen Z consumers. Based on the research results, recommendations are made to help businesses that have sold or intend to sell products via TikTok, improve the effectiveness of advertisement through the TikTok channel.
Keywords
Online Purchase Intention; SNS Advertisements; Gen Z; TikTok; Vietnam;
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Times Cited By KSCI : 3  (Citation Analysis)
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