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

• 발행기관: 한국유통과학회
• 저자명: Thi Thuy An NGO Thi My Thanh LE Thanh Hieu NGUYEN Truong Giang LE Gia Thinh NGO Tran Duong NGUYEN
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』The Journal of Asian Finance, Economics, and Business Vol. 9 No.5, 497~506쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.05.30

영문 초록

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.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Results

5. Discussion and Managerial Implications

6. Conclusion

References

키워드

Online Purchase Intention SNS Advertisements Gen Z TikTok Vietnam