The impact of Tiktok on generation Z's online cosmetic purchase intention in Ho Chi Minh City: Applying the s-o-r model.

Abstract

Vietnam's e-commerce market is rapidly expanding, supported by a tech-savvy population and increasing internet usage, making platforms like TikTok essential in shaping consumer behavior. Generation Z (Gen Z), born in the digital era, frequently relies on TikTok for information, especially in the cosmetics industry. This study explores the impact of TikTok on Gen Z's online cosmetic purchase intention in Ho Chi Minh City, using the Stimulus-Organism-Response (S-O-R) framework. Specifically, it explores how perceived credibility, perceived usefulness, and perceived risk mediate this relationship. A mixed-methods approach was employed, beginning with qualitative interviews to refine the measurement scales, then proceeding with quantitative research based on insights collected from 338 individuals representing Generation Z. Data analysis through Partial Least Squares Structural Equation Modeling (PLS-SEM) confirmed TikTok's significant influence on purchase intention, with mediating factors playing critical roles. The results highlight the significant role of content created by users on TikTok in fostering trust, perceived utility, and reducing perceived risk among users. This study provides both theoretical and practical insights, emphasizing TikTok's potential as an effective marketing tool for cosmetics brands targeting Gen Z in Vietnam.