Factors Influencing Purchase Intentions on TikTok Shop e-commerce: Case study in Vietnam

Abstract

The rapid growth of e-commerce platforms has significantly changed consumer behavior in Vietnam, particularly the shift from in-store shopping to online shopping. Major e-commerce platforms like Shopee, Lazada, and Tiki have achieved considerable success. However, TikTok Shop, with its Shoppertainment model—a blend of shopping and entertainment—has created a new shopping experience, altering the way consumers interact and make purchasing decisions. This model not only attracts users but also changes consumer behavior. Nevertheless, there is still a lack of in-depth studies on the factors influencing attitudes and purchase intentions on TikTok Shop in Vietnam. Therefore, this study employs the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM) as theoretical foundations to analyze the factors impacting attitudes and purchase intentions on TikTok Shop among Vietnamese consumers. The research is conducted in two phases: qualitative and quantitative. The qualitative phase begins with a focus group interview consisting of 15 consumers representing Generation X, Y, and Z (ages 13 to 60) to adjust and refine the measurement scales for the study variables. The quantitative phase collects data from 415 Vietnamese consumers through an online survey. The data is analyzed using SmartPLS 4.0 software, employing the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The research results indicate that the factors of Perceived Usefulness, Perceived Reliability, Perceived Ease of Use, Materialism, and Hedonic Motivation all positively influence Purchase Intention on TikTok Shop through the mediating variable of Attitude. Furthermore, Subjective Norms directly affect Purchase Intention. A novel aspect of this study is the discovery that the relationship between Perceived Usefulness and Attitude tends to weaken under the moderating effect of Negative Effects from Social Media. However, the study does not demonstrate a negative impact of Perceived Reliability on Attitude when moderated by Negative Effects from Social Media. Based on these findings, the study proposes several key strategies to assist businesses, retailers, and managers in Vietnam in developing creative and effective business strategies to attract and optimize consumer purchase behavior on TikTok Shop