Factors influencing college students’ buying decisions on Tik Tok Shop

Abstract

TikTok Shop is an e-commerce platform that is growing strongly, aiming to become a shopping paradise for young people, especially students. Therefore, we do this research to survey the factors which influence the purchasing decisions of college students in HCMC. This research using quantitative methods, collects the data from 169 college students in HCMC through a questionnaire designed with a 5-point Likert scale. We use some typical analytical methods such as “descriptive statistics, Cronbach's Alpha test, exploratory factor analysis (EFA), and regression analysis.”To solve this study, we use independent variables including Ease of use (EU), Trust (T), Perceived threats (PT), Social influence (SI), Promotion (P) and Consumer’s feedback (CF). In which, except for Perceived threats (PT), all the remaining independent variables have positive effect on the dependent variable, especially Social influence (SI), which has the strongest effect on the dependent variable. Through this study, sellers on TikTok shops can clearly understand customers' shopping behavior and optimize marketing strategies to improve the shopping experience. From there, they can increase recognition as well as revenue