Factors Influencing Young Consumers’ Purchasing Decisions on TikTok Shop in Vietnam: The Role of Advertising Attributes

Thuy Nguyen Thi Thu; Ha Dinh Thi

doi:10.55047/jekombital.v4i3.1171

Authors

Thuy Nguyen Thi Thu* Departement of Informatics, Faculty of MIS and E-Commerce, Thuongmai University, Hanoi, Vietnam
Ha Dinh Thi Departement of Informatics, Faculty of MIS and E-Commerce, Thuongmai University, Hanoi, Vietnam

DOI:

https://doi.org/10.55047/jekombital.v4i3.1171

Keywords:

Purchase Intention, Social Media Platform, TikTok Shop, Vietnam

Abstract

In the context of Vietnam’s rapid digital transformation, TikTok Shop has emerged as a leading social commerce platform, especially for young people. This research aims to analyze the factors influencing consumers’ purchasing decisions on the TikTok Shop platform through advertising activities. The research uses a quantitative research method, surveying 178 respondents, mainly University students in Vietnam. Data analysis methods included Cronbach’s Alpha coefficient testing, exploratory factor analysis (EFA), and linear regression using SPSS software. Based on the synthesis and analysis of aspects of digital advertising, the research initially proposed seven factors. However, the regression analysis confirmed that only three key factors significantly influence purchasing decisions: trust, interactivity, and brand awareness. Factors such as entertainment, information quality, annoyance, and incentive factors did not reach statistical significance or correlation in the final model. The results indicate that enhancing trust, increasing interactivity, and building brand awareness will be the core factors boosting consumers’ purchase intentions and behaviors on TikTok Shop. These findings not only add to the theoretical framework of digital consumption but also provide practical implications for businesses to optimize their marketing strategies on TikTok by prioritizing building credibility, brand recognition, and enhancing two-way interaction rather than overusing intrusive advertisements.

References

Bamoriya, H., & Singh, R. (2019). Sms Advertising in India: is Tam a Robust Model for Explaining Intention? Organizations and Markets in Emerging Economies, 3(1), 89–101. https://doi.org/10.15388/omee.2012.3.1.14277

Bùi, N. (2025). Shopee, TikTok Shop bỏ xa đối thủ trên thị trường thương mại điện tử Việt Nam. Báo Tài chính - Đầu tư.

Cao, T., & Nguyen, T. H. (2025). The impact of TikTok advertising content on purchase intention: the roles of brand awareness, brand image, age, and income groups. Asia Pacific Journal of Marketing and Logistics, 1–18. https://doi.org/10.1108/apjml-11-2024-1700

Clarensa, R. L., & Narimo, S. (2026). The Role of Digital Marketing and Discounts in Purchase Intention on Tiktok Live Sales. Dinasti International Journal of Education Management and Social Science, 7(3), 2708–2715. https://doi.org/10.38035/dijemss.v7i3.6010

DataReportal. (2025). Digital 2025: Vietnam. DataReportal.

Ghosh, M. (2024). Meta-analytic review of online purchase intention: conceptualising the study variables. Cogent Business & Management, 11(1), 2296686. https://doi.org/10.1080/23311975.2023.2296686

Jaradat, M. I. R. M., Moustafa, A. A., & Mashaqba, A. M. Al. (2018). Exploring perceived risk, perceived trust, perceived quality and the innovative characteristics in the adoption of smart government services in Jordan. International Journal of Mobile Communications, 16(4), 399. https://doi.org/10.1504/ijmc.2018.092669

Jayasingha, N., Kavindiya, W., Ranjith, D. P., Pathiranage, S. N., Wisenthige, K., & Dayapathirana, N. (2025). The role of platform interactivity in enhancing trust: unlocking purchase intentions for skincare products on Facebook. Cogent Business & Management, 12(1). https://doi.org/10.1080/23311975.2025.2567631

Luo, C., Hasan, N. A. M., Zamri bin Ahmad, A. M., & Lei, G. (2025). Influence of short video content on consumers purchase intentions on social media platforms with trust as a mediator. Scientific Reports, 15(1). https://doi.org/10.1038/s41598-025-94994-z

Mou, J., & Benyoucef, M. (2021). Consumer behavior in social commerce: Results from a meta-analysis. Technological Forecasting and Social Change, 167, 120734. https://doi.org/10.1016/j.techfore.2021.120734

Nelimarkka, M., Laaksonen, S.-M., Tuokko, M., & Valkonen, T. (2020). Platformed Interactions: How Social Media Platforms Relate to Candidate–Constituent Interaction During Finnish 2015 Election Campaigning. Social Media + Society, 6(2). https://doi.org/10.1177/2056305120903856

Pei, Z., Ghose, S., Yan, R., Zhou, S. B., & Yan, A. (2024). The strategic value of buy online and pick up from store service to the dual channel coordination. Journal of Retailing and Consumer Services, 77, 103648. https://doi.org/10.1016/j.jretconser.2023.103648

Prestyasih, N. I., & Hati, S. R. H. (2025). The Role of Social Commerce Trust and Satisfaction on TikTok Consumer Purchasing Behavior. Jurnal Ilmiah Manajemen Kesatuan, 13(4), 2817–2826. https://doi.org/10.37641/jimkes.v13i4.3455

Putri, N., Prasetya, Y., Handayani, P. W., & Fitriani, H. (2023). TikTok Shop: How trust and privacy influence generation Z’s purchasing behaviors. Cogent Social Sciences, 10(1). https://doi.org/10.1080/23311886.2023.2292759

Rentracks. (2025). Báo cáo thống kê mạng xã hội – Dữ liệu và Xu hướng năm 2025. Rentracks Vietnam.

Rosdiana, A., & Indrawati, I. (2024). The Impact of Social Media Marketing Elements on Consumer Brand Engagement, Brand Awareness, and Brand Image. Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL), 4(1), 199–209. https://doi.org/10.55047/marginal.v4i1.1524

Sharma, A., Dwivedi, R., Mariani, M. M., & Islam, T. (2022). Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model. Technological Forecasting and Social Change, 180, 121731. https://doi.org/10.1016/j.techfore.2022.121731

Shi, R., Wang, M., Liu, C., & Gull, N. (2023). The Influence of Short Video Platform Characteristics on Users’ Willingness to Share Marketing Information: Based on the SOR Model. Sustainability, 15(3), 2448. https://doi.org/10.3390/su15032448

Tian, X., Zhang, Y., & Qu, G. (2022). The Impact of digital economy on the efficiency of green financial investment in China’s provinces. International Journal of Environmental Research and Public Health, 19(14), 8884. https://doi.org/10.3390/ijerph19148884

VECOM. (2025). Vietnam E-Business Report 2025. Vietnam E-Commerce Association.

Wu, R., Wang, G., & Yan, L. (2019). The effects of online store informativeness and entertainment on consumers’ approach behaviors. Asia Pacific Journal of Marketing and Logistics, 32(6), 1327–1342. https://doi.org/10.1108/apjml-03-2019-0182

Zhao, H., & Wagner, C. (2023). Factors influencing TikTok-based user purchase intention: comparison between potential customers and repeat customers. Internet Research, 34(6), 1901–1931. https://doi.org/10.1108/intr-07-2022-0542