RMB301_Group Assignment

RMB301_Group Assignment

ACKNOWLEDGEMENTS
First, we are thankful to our supervisor, who has conscientious teaching, extensive knowledge,
and valuable experiences related to Research Methods for Business Students Course. In
addition, the research team would like to express their sincere gratitude to Master. Nguyen Huu
Hoang Giao helped us complete this final assignment.
On another note, we also express gratitude to the respondents and colleagues who have
supported us to complete the data collection for our final assignment. Moreover, previous
professional research of the authors has been a vital role in building a theoretical foundation for
the study of us.
Sincerely.
Ho Chi Minh City, 10th July 2023
Authors of Research

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ABSTRACT
This research aims to examine the influence of TikTok video advertisements on the behavior
and purchase intention of Vietnamese Generation Z, with a specific focus on Generation Z
residing in Ho Chi Minh City (HCM City). TikTok, a popular social media platform, has gained
significant attention as a new marketing tool for brands to reach younger audiences. However,
limited studies have explored the impact of TikTok video advertisements on consumer behavior
in Vietnam, particularly among the Generation Z demographic.
The study utilizes quantitative surveys to gain comprehensive insights into the effects of the
content characteristics of the short video marketing model on Generation Z's behavior and
purchase intention. The quantitative survey collects data from a sample of Generation Z
individuals in HCM City, assessing their exposure to TikTok video advertisements, their
engagement with such ads, and the subsequent impact on their purchase intention.
The three hypotheses are going to be confirmed by distributing surveys and evaluating the data:
perceived value, playfulness, and influencer participation will all have a favorable effect on
customers' propensity to buy. The data analysis has shown that all of the aforementioned
hypotheses are correct. The most important of them is the impact of influencers.
The research findings have significant implications for marketers and advertisers seeking to
engage with Generation Z in Vietnam. Understanding the specific ways in which TikTok video
advertisements influence consumer behavior and purchase intention will enable marketers to
develop more targeted and effective advertising strategies. After combining the findings from
the empirical study with the current scenario, the article will next offer some suggestions for
the short video marketing of marketers and businesses.
Keywords: short video marketing; purchase intention; perceived usefulness; playfulness; the
involvement of influencers; TAM

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TABLE OF CONTENTS

ACKNOWLEDGEMENTS ................................................................................................................................... i
ABSTRACT ........................................................................................................................................................... ii
TABLE OF CONTENTS ..................................................................................................................................... iii
LIST OF TABLES ............................................................................................................................................... iv
LIST OF FIGURES .............................................................................................................................................. v
LIST OF ABBREVIATION ................................................................................................................................ vi
CHAPTER 1: INTRODUCTION .................................................................................................................. 1
1.1. BACKGROUND INFORMATION .................................................................................................. 1
1.2. REASON OF THIS RESEARCH ..................................................................................................... 3
1.3. RESEARCH QUESTION ................................................................................................................. 4
1.4. RESEARCH OBJECTIVE ................................................................................................................ 4
1.5. RESEARCH SCOPE ........................................................................................................................ 4
1.6. RESEARCH METHOD .................................................................................................................... 5
1.7. RESEARCH STRUCTURE .............................................................................................................. 6
CHAPTER 2: LITERATURE REVIEW ...................................................................................................... 6
2.1. BACKGROUND DEFINITION ....................................................................................................... 6
2.2. REVIEW OF RELEVANT MODELS .............................................................................................. 9
2.2.1. The consumer purchase decision model ....................................................................................... 9
2.2.2. The technology acceptance model (TAM) .................................................................................. 10
2.2.3. Selective exposure theory ........................................................................................................... 11
2.2.4. Weak ties theory ......................................................................................................................... 11
2.3. THEORETICAL FRAMEWORK .................................................................................................. 12
CHAPTER 3: RESEARCH METHODOLOGY ........................................................................................ 14
3.1. RESEARCH PROCESS .................................................................................................................. 14
3.2. RESEARCH APPROACH .............................................................................................................. 15
3.3. DATA COLLECTION METHODS ............................................................................................... 17
3.4. DESIGN QUESTIONNAIRE ......................................................................................................... 18
3.5. SAMPLING DESIGN ..................................................................................................................... 21
REFERENCES ................................................................................................................................................ 24

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LIST OF TABLES
Table 1-1: Research Time .......................................................................................................... 5
Table 3-1: Five-point Likert Scale ........................................................................................... 18
Table 3-2: Respondent’s Demographic Profile ........................................................................ 19
Table 3-3: Survey Question...................................................................................................... 20
Table 3-4: Sample amount and quality .................................................................................... 23

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LIST OF FIGURES
Figure 1-1: TikTok Global Download by Month in 2020 .......................................................... 2
Figure 1-2: Share of TikTok users ............................................................................................. 2
Figure 1-3: TikTok took over ..................................................................................................... 3
Figure 2-1: Consumer purchase decision model ........................................................................ 9
Figure 2-2: Technology Acceptance Model ............................................................................. 10
Figure 2-3: Proposed Model ..................................................................................................... 14
Figure 3-1: Research Process ................................................................................................... 15
Figure 3-2: Sampling Process .................................................................................................. 21

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LIST OF ABBREVIATION
HCMC Ho Chi Minh City

TAM technology acceptance model

Gen Z Generation Z

SPSS Statistical Package for the Social Sciences

PL Playfulness

PU Perceived usefulness

IN Influencers

PI Purchase Intention

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CHAPTER 1: INTRODUCTION
1.1. BACKGROUND INFORMATION
According to its website, TikTok, a video-sharing social network service owned by
ByteDance, aims to "inspire creativity" in its users and "bring joy" to them (TikTok - Real
Short Videos, 2020). It is a standard user-generated content (UGC) platform, meaning that
users rather than the corporation contribute the material. The program, which can be
accessed through a mobile device, enables users to produce brief lip-sync, dancing, gaming,
DIY, cuisine, etc., and movies in either 3 to 15 or 3 to 60 seconds. Users participate on
TikTok by watching, sharing, and commenting on other users' videos in addition to their
own. During user interactions, memes—which are similar to the meme practices Ryan Miller
(2018) discussed on other social media platforms—were frequently used to reflect users'
thoughts and cultures. Memes often involve the remixing and reinterpreting of catchphrases,
storylines, songs, and other formulaic elements. Some individuals progressively obtain more
followers or fame from the community by posting videos regularly. These users are referred
to as "microcelebrities" or "influencers" by the community.
Senft's term "Microcelebrity" refers to individuals who deliberately manipulate platform
usage to increase their notoriety. It incorporates self-branding strategies, including "curating,
rearranging, and recirculating" movies to promote oneself in what one believes to be the
most effective manner (Senft 2008, 349). According to Abidin (2015), "influencers" are
"high-profile micro-celebrities" who "accumulate a relatively large following" on their
digital platform. They built up a following by utilizing words and photographs to describe
their personal lives and lifestyles, connecting with their audiences both online and in person,
and monetizing their four followers by including native advertising in a blog or social media
postings (Abidin, 2015). Microcelebrities and influencers on TikTok aggressively pursue
followers while also influencing the content of their followers on a platform where contents
have the potential to be seen by millions of users.
TikTok, which was launched in 2017, quickly became one of the most commonly
downloaded apps globally (Sensor Tower, 2019).

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Figure 1-1: TikTok Global Download by Month in 2020

Source: Sensortower 2020
According to a Decision Lab survey of internet users in Vietnam in the first quarter of 2023,
the percentage of Generation Z users of TikTok reached 77%, showing a modest rise over
the previous quarter. Comparatively, TikTok was utilized by 62 percent of this age group's
internet users in the fourth quarter of 2021.

Source: Decision Lab 2020

Figure 1-2: Share of TikTok users
among Generation Z in Vietnam from 1st quarter 2020 to 1st quarter 2023

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1.2. REASON OF THIS RESEARCH

TikTok - the social media brand of the new generation, Generation Z, individuals born
between 1997 and 2012 (Warren, 2023), the generation exposed to digital 4.0 and the
advancements of science. Develop. TikTok has become a rapidly growing social media
platform; they are able to gather more information than previous generations of their age
because they can easily search for anything that has an outcome—online connection
(Seemiller & Grace, 2017). TikTok's fast-moving and innovative algorithm is attractive to
young markets globally (Weimann & Masri, 2021) because it mainly introduces short-form
videos for fun and encourages people's creativity. Use. It continues to act as a bridge for
businesses to connect with audiences through KOLs, KOLs, Influencers or Tiktokers, short-
form videos to promote product brands or live streams to sell on Tiktokshop (TikTok, 2021).
Social media has changed the way companies and brands communicate with their customers.
They must learn how to use social media consistently with the company's business plan and
brand (Mangold & Faulds, 2009). TikTok, as a constantly growing platform, has little or no
local research done on its influence on marketing communications, consumer behavior, and
Purchase intention compared to other platforms, namely: Facebook, Zalo, and Instagram..
TikTok became competitive with other sites quite soon. According to our "Connected
Consumer" research from Q4 2021, TikTok's popularity among Vietnamese users increased
by 6%, placing it first among other global juggernauts.

Source: Decision Lab 2020

Figure 1-3: TikTok took over
as Vietnamese's most favorite short-video platform in Q4 2021
Therefore, this study focuses on three content characteristics of TikTok advertising:
perceived usefulness, playfulness, and the involvement of influencers. The perceived
usefulness provides useful information about products and services, playfulness related to

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funny and funny videos on TikTok, and the involvement of influencers touches users' hearts
with prestige and popularity.
To sum up, it is necessary to analyze the influence of TikTok short video advertisements on
Vietnamese Generation Z's behavior and purchase intention in HCMC. With the growing
popularity of short-form ads, especially on Tiktok, this study helps businesses achieve their
marketing and advertising goals of being followed by their target audience and getting
returned responses from them. The article also discusses the effect of such content features
of short video ads on the purchase intention of Generation Z in HCMC.
1.3. RESEARCH QUESTION
Based on the information the researchers mentioned above, we can infer three main
questions:
 Q1: What are the components of Content Features of Short Video Marketing on
TikTok?
 Q2: What is the main factor of the Content Features of Short Video Marketing on
TikTok that affects Vietnamese Gen Z's purchase intention?
 Q3: What are the recommendations to increase Gen Z's purchase intention through
Short Video Marketing on TikTok in Vietnam?
1.4. RESEARCH OBJECTIVE
The main reason for this research is to identify, test, and analyze which elements will affect
Gen Z's purchase intention in Vietnam. Moreover, the team will propose implications for
marketers and businesses in how to catch the attention of Gen Z and effectively boost sales.
To achieve these objectives, the researchers have to set out specific steps as follows:
 Determine factors of the Content Features of Short Video Marketing on TikTok that
affects Vietnamese Gen Z's purchase intention
 Identify the influence of Content Features of Short Video Marketing on TikTok on
Gen Z's purchase intention
 Rank components of the Content Features of Short Video Marketing on TikTok
 Propose recommendations and implications for businesses to increase Gen Z's
purchase intention through Short Video Marketing on TikTok in Vietnam.
1.5. RESEARCH SCOPE
The researchers selected the target respondents are students at university and high school
and other people, residing in Ho Chi Minh City aged from 18 to 24 years old. In addition,
three (3) qualifying questions were utilized in the survey to screen out respondents who use

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TikTok, are aware that TikTok is a platform for marketing, and have seen advertising on it
during the last six months. In total of 410 surveys, the numbers of valid surveys sample are
386 people.
1.5.1. Location
Because of lacking time and conditions, the research team decided to do surveys in some
public places of Ho Chi Minh City like Nguyen Hue Walking Street, Gia Dinh Park, Tan
Phu Aeon Mall, FPT University, and FPT Information System Company for Official
research and FPT University, Hutech University, and Nguyen Tat Thanh University for
Preliminary research.
1.5.2. Time
During the final assignment processing, the researchers set the plan for collecting data from
target respondents from June 1st, 2023 to July 1st, 2023.
Table 1-1: Research Time
Research
Method Technique Time Place
type

FPT University
Preliminary
June 1st, 2023 – Hutech University
Survey Quantitative Questionnaire
June 5th, 2023 Nguyen Tat Thanh
University

Official June 5th, 2023 – The public place

Quantitative Questionnaire
Survey July 1st, 2023 (online and offline)

Source: Authors
1.6. RESEARCH METHOD
The quantitative research method is applied in this research. In the first stage, the team refers
to some journals of similar topics and other literature reviews in other to build theoretical
models and questionnaires. In the second stage, the researchers do the Preliminary survey to
evaluate the questionnaire for making the Official survey. In the third stage, the authors
move to an Official survey of 410 people in Ho Chi Minh City. The target sample population
of 385 was calculated through Raosoft with a 5% margin of error and a 95% confidence
level. The questionnaire was initially distributed to 400 TikTok users. However, only 386
respondents were qualified to proceed to the survey's completion based on the criteria. The
collected data from quantitative research will be processed by SPSS for analyzing the

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proposed model. Finally, the research team will suggest some recommendations to increase
Gen Z's purchase intention through short video marketing on TikTok.
1.7. RESEARCH STRUCTURE
This research will indicate three main factors of content characteristics of short video
marketing on TikTok that affect Gen Z's purchase intention in Vietnam. In this case study,
there are five chapters which are listed below:
 Chapter 1: Introduction. The researchers will give general information on the
research justifications, research backgrounds, research aims, research scopes,
measurement procedures, research questions, and the structure described in this
chapter.
 Chapter 2: A literature review. The researchers will review all the data related to
ideas and hypotheses in this chapter. Additionally, definitions from reliable journals
and publications are also explicitly provided in this chapter. Additionally, the
researchers display the theoretical framework employs in this case study.
 •Chapter 3: Research Methodologies. The researchers will demonstrate the study
procedure, method overview, and data collection strategy in this chapter. In Chapter
4, data measuring techniques are also described to support data analysis. To
demonstrate dependability, the researchers also display the pilot test results.
 Chapter 4: Data analysis in SPSS software will be used to examine the survey data
in this chapter. It is necessary to determine this ratio using Cronbach alpha,
exploratory factor analysis (EFA), regression, t-test, and ANOVA methods.
 Chapter 5: Findings and Recommendations. In this chapter, the research team will
conclude the main factor of content features of TikTok short video marketing on
Gen Z's purchase intention. Furthermore, the researchers also give some
recommendations for practical problems.
CHAPTER 2: LITERATURE REVIEW
2.1. BACKGROUND DEFINITION
2.1.1. Short video marketing
Short video marketing is the practice of using short videos as a social media platform and
integrating brand or product marketing information into them. Short video marketing has
taken over as the primary method used by businesses to carry out internet marketing in the
age of new media. Utilizing Internet resources, businesses create and distribute short video
commercials that cater to customer demands based on a variety of feedback data collected,

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combined with consumer demand preferences, and then distributed on short video
platforms. This is distinct from the marketing strategy used in the days of traditional media.
Enterprises start to pay attention to the consuming habits of modern consumers instead of
the velocity at which information arrives, and they begin to comprehend (Wanshan Han,
2022).
2.1.2. TikTok
A Beijing-based business called ByteDance released the short-video app Douyin in 2016
for the Chinese domestic market. The business introduced TikTok as a global replacement
for Douyin in 2017. Since then, ByteDance has maintained both versions of the program
(Abidin,2021).
The capacity to upload, view, and share quick 15-second movies is the platform's key
feature. These 15-second videos can be consecutively combined to make a longer video
that lasts at least 60 seconds. Many social media sites, including Facebook, Twitter, and
Instagram, provide users with a "feed" or a constant stream of written or visual content. In
contrast, TikTok only displays one video at a time. Users can swipe up to see the next video
or swipe down to go back to the video they were just watching. The platform offers a
number of standard social networking features, including a user profile, the option to
"follow" other users, as well as the ability to make comments and "likes."(Anderson, 2020).
In addition, TikTok provides a number of distinctive elements that influence users'
interactions and experiences, making it stand out among other social media platforms as a
unique digital media ecosystem. I will now quickly go over three distinct platform features.
(Alex Miltsov, 2021)
2.1.3. Generation Z
The group of people born between 1995 and 2010 is called Generation Z, or Gen Z for
short (Cilliers 2017). They are also called “digital natives” because they have grown up
with technology and social media. Thus, they can search for anything on the internet and
access tons of information (Seemiller and Grace 2017).
The properties of the Z generation collected during the Pécs project, called Science
Communication for the Z generation’ in 2013 are the following (Zsuzsa Emese Csobanka,
2016). The active social media users have many contacts and they mainly live their
everyday relations through these channels (personal meetings are also important to them,
however, keeping the online contacts have an equally important role).In daily consumer
goods they do not really eat fast food and drink sugary soft drinks – even if it also appears
among them, indeed, but it is not that typical. The Number of smokers and those who drink
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alcohol regularly is quite high. They Have their “beloved brands” (lovemarks), which are
extremely important - based on the in-depth interviews, these are the iPhone as a
smartphone, they are often referred to. Their content consumption can be easily recognised:
they do not like the consumption of high quality culture among young people and they
typically prefer pop music, movies. Purchasing movies and music for them means that they
usually download (piracy). They prefer content found on the internet, spend lots of time
surfing on the internet, and watch Youtube videos. (Tóbi, 2013)
2.1.4. Customer Behaviour
Understanding consumer behavior is essential for organizations to respond efficiently to
their target market's demands and preferences. Much research has been conducted to
provide insight into the elements that influence consumer behavior. Consumer behavior is
impacted by a combination of internal and external influences, according to a research
study done by Kotler et al. (2019). Personal motives, attitudes, and perceptions are
examples of internal elements, whereas external factors include social, cultural, and
environmental impacts. In addition, Hoyer and MacInnis (2008) highlight the importance
of information processing in consumer decision-making. Before making a purchase,
consumers conduct thorough research and evaluate alternatives. Furthermore, Wang and
Sun (2010) found that social media influences customer behavior. Users rely on online
evaluations, peer recommendations, and social validation to guide their shopping decisions.
Hence social media platforms have grown significantly in molding customer perceptions.
Businesses may get significant insights into consumer behavior and modify their marketing
efforts accordingly by implementing these research results into their strategy, leading to
increased customer satisfaction and loyalty.
2.1.5. Purchase Intention
Purchase intention, a crucial component of consumer behavior, describes a person's
propensity or tendency to make a purchase. The research in this field has given us important
knowledge about the variables that affect our decision to buy. The Theory of Planned
conduct proposes that purchasing intention is influenced by three primary factors: attitude
toward the conduct, subjective standards, and perceived behavioral control, according
to research by Ajzen (1991). Subjective norms include societal influences and other
people's opinions, whereas attitude toward the activity represents the individual's
assessment of the good or service. The sense of one's capacity to carry out the intended
conduct is related to perceived behavioral control. Chen and Lien (2013) discovered that
perceived product quality and brand image had a substantial impact on purchase intention.
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When customers consider a product to be of good quality and identify the brand with
positive traits, their purchase intent improves. Furthermore, Kim et al. (2010) found that
trust and perceived risk had an influence on purchase intention. Consumers are more
inclined to buy from companies they trust, but concerns about the hazards of the product
or transaction may reduce purchase intent. Businesses may build successful tactics to
increase buy intent and eventually boost sales by taking these aspects into account.
2.2. REVIEW OF RELEVANT MODELS
2.2.1. The consumer purchase decision model
Philip Kotler, a renowned marketing expert, introduced a five-phase consumer purchase
decision model that provides a comprehensive framework for understanding consumer
behavior. The model, known as the 5-stage model or the buying decision process, consists
of the following phases: problem recognition, information search, evaluation of
alternatives, purchase decision, and post-purchase behavior. (Figure 1-4)

Figure 2-1: Consumer purchase decision model

Source: Philip Kotler, 2012
In the problem recognition stage, consumers identify a need or a problem that triggers their
desire to make a purchase. Subsequently, they engage in an information search to gather
information about potential solutions. In the evaluation of alternatives phase, consumers
assess different options based on various criteria such as price, quality, and features. The
purchase decision stage involves the selection of a specific product or brand. Lastly, the
post-purchase behavior phase examines the consumer's satisfaction or dissatisfaction after
the purchase. This model has been widely cited in marketing literature and textbooks,
including Philip Kotler's "Marketing Management" (Kotler et al., 2021) and "Principles of
Marketing" (Kotler et al., 2021). It serves as a valuable tool for marketers to understand
the consumer decision-making process and develop effective marketing strategies at each
stage.

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2.2.2. The technology acceptance model (TAM)

TAM stands for Technology Acceptance Model. The Technology Acceptance Model
(TAM) focuses on individuals' acceptance and adoption of new technologies, rather than
directly influencing purchasing power. However, we can explore how TAM concepts may
indirectly affect Gen Z's purchasing decisions through short videos and vlogs created by
influencers. (Marikyan, D. & Papagiannidis, S. (2023))
In the context of Gen Z and their purchasing power, TAM concepts can be applied as
follows:

Source: Davis, 1989

Figure 2-2: Technology Acceptance Model
 Perceived Usefulness: Gen Z consumers are more likely to engage with short videos
and vlogs that they find useful and relevant to their interests and needs. If influencers
provide valuable information, product recommendations, or insightful content, it can
influence Gen Z's perception of usefulness, which may subsequently impact their
purchasing decisions.
 Perceived Ease of Use: Gen Z consumers are digitally savvy and appreciate user-
friendly platforms and content. If influencers create easily accessible and engaging
short videos and vlogs, it enhances the perceived ease of use for Gen Z viewers. This
ease of consumption can influence their likelihood to watch, engage with, and
potentially be influenced by the content.
 Attitude and Intention: According to TAM, a positive attitude toward technology
adoption and the intention to use it are crucial factors. In the case of Gen Z, if they
have a positive attitude toward influencers and perceive their content as credible and
trustworthy, it can influence their intention to follow their recommendations and make
purchases based on the content they consume.
In summary, while TAM does not directly address the influence of short videos and vlogs
on Gen Z's purchasing power, its concepts of perceived usefulness, perceived ease of use,

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attitude, and intention can provide insights into how Gen Z's acceptance and adoption of
digital platforms and influencer content may indirectly impact their purchasing decisions.
2.2.3. Selective exposure theory
Selective exposure is a psychological hypothesis that has historically been used to describe
people's propensity to favor information that supports their preexisting beliefs while
rejecting contradicting information. It is frequently utilized in media and communication
studies. The foundation of this theory is rooted in the cognitive dissonance theory
(Festinger 1957), which asserts that when individuals are confronted with contrasting ideas.
The Selective exposure theory suggests that people tend to ignore information that
contradicts their own opinions, seeking out content that aligns with their existing beliefs.
This behavior allows them to reinforce their own value system and find comfort in it. This
theory is applied in the short video distribution recommendation mechanism, such as on
TikTok, the popular short video app platform.
On TikTok, the distribution mechanism labels users based on their interests and
continuously pushes similar videos to them. However, it is important to note that the
interest tags identified by the mechanism may not always perfectly match the user's needs.
To address this, the mechanism pushes videos to users in batches.
The backend of TikTok measures user interactions, including video playback completion
rate, number of likes, comments, and sharing. The number of likes is usually the most
critical indicator. Initially, the system pushes the content to a small number of users. If at
least 10% of these users interact with the content, it is considered accurate. The system
then expands the range of push if the interaction rate remains above 10%. This iterative
process aims to improve the accuracy of content recommendations.(Yani Xiao, Lan
Wang,Ping Wang, 2019)
By watching short videos that align with their interests, users can experience pleasure and
satisfaction. This strengthens their engagement with the platform, increasing user
stickiness.
2.2.4. Weak ties theory
The Weak Ties Theory was first investigated in 1973 by Mark Granovetter, who focused
on how people locate employment. He found that acquaintances with weaker links were
more likely than close friends to have knowledge of professions that led to employment.
He categorized interpersonal relationships into two types: strong ties and weak ties. Strong
ties refer to close relationships characterized by frequent interactions, such as family,
friends, and colleagues. On the other hand, weak ties describe relationships with low
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cohesion and intimacy, like someone encountered occasionally on Facebook. However,

Granovetter's exploration of internet phenomena revealed that weak ties possess more
power than commonly believed.
While weak ties may not be as strong as close relationships, they exhibit rapid and cost-
effective transmission of information, with high efficiency. People usually keep
information in sync with their close connections, but data from weak ties tend to be
unfamiliar. The strength of weak connections lies in the exchange of uncommon and non-
repetitive messages. This exchange can occur through the medium of information, where
users with shared interests connect and gradually form specific circles or communities
(Yani Xiao, Lan Wang,Ping Wang, 2019)
For instance, short video platforms, which often have specific social attributes, are
abundant in weak ties. From this perspective, short videos emphasize information
transmission, allowing consumers to gain a substantial amount of information within a
short time through watching these videos. However, the characteristics of short videos also
make them advantageous for the transmission of information within strong ties. Influencers
typically take the spotlight in short videos, and their engaging content captivates users more
deeply. As a result, the interactions between influencers and audiences become more
intimate and active, making customers highly susceptible to influencers' recommendations
and more likely to purchase the products they endorse.
2.3. THEORETICAL FRAMEWORK
2.3.1. Hypotheses
2.3.1.1. Perceived usefulness
According to the Technology Acceptance Model (TAM) mentioned above, when a
system or new technology is sufficiently convenient and useful to improve the user's work
efficiency, they are more likely to accept the model. Displaying a lot of information in a
very short period of time, short video ads are usually succinct and to the point. They are
not only used by major e-commerce platforms but also generally show considerable
marketing and promotion abilities on other non-commercial platforms. When customers
think that short videos can help them to understand and evaluate products without taking
much effort and time into the process of purchasing decisions, they tend to accept the
short video marketing method.
The research by Pan Chi and Guo Zhida (2019) shows that perceived usefulness is the
key to increasing consumer intentions to purchase green packaging products. Sha

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Zhenquan, Jiang Yuwei, and Wen Fei (2010) find there is a significant positive correlation
between users' brand identity and the perceived usefulness of virtual brand communities.
2.3.1.2. Playfulness
Play (the behavior) and playfulness (the personality deposition) are well-studied in the
literature.
 Spontaneity (social, physical, and cognitive).
 Manifest joy (laughter, pleasure, and preference).
 Sense of humor (joking, entertaining).
Barnett (2007) offers a widely used definition of playfulness in adults as the inclination
to view and interpret situations in a manner that brings about amusement, humor, and
entertainment, both for oneself and possibly for others. Individuals with a heightened
predisposition towards playfulness tend to exhibit characteristics such as being funny,
humorous, spontaneous, unpredictable, impulsive, active, energetic, adventurous,
friendly, outgoing, cheerful, and happy. Moreover, they are likely to engage in playful
behaviors such as joking, teasing, clowning, and acting silly. Understanding the
personality traits associated with playfulness enables content creators to infuse TikTok
videos with a sense of playfulness, thus captivating and entertaining the viewers.
Playfulness in a TikTok advertisement positively affects consumer purchase interest.
Moreover, studies have indicated that videos that encourage interaction are perceived as
enjoyable, leading to increased customer engagement (Cheung et al., 2015). On TikTok,
users are particularly driven by the interactive features available on the platform, which
further motivates them to actively contribute, enhance, and create content. It is worth
noting that videos perceived as fun not only enhance consumer engagement but also
positively impact the relationship between the brand and the consumer. Consequently,
from a theoretical standpoint, it is anticipated that incorporating playfulness into video
content will result in a higher level of consumer engagement.
2.3.1.3. The involvement of influencers
2.3.2. Proposed Model
Using previous research on the relationship between new marketing methods and
consumers' willingness to purchase, related theories, and the actual situation of short video
marketing, this paper develops the framework with three independent variables: perceived
usefulness, playfulness, and influencer involvement, and the customer's willingness to
purchase as the dependent variable. Figure 1-6 depicts the theoretical model used in this
work.
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Figure 2-3: Proposed Model

Source: Authors
 H1: perceived usefulness, one of the short video marketing content features, has a
positive impact on Gen Z’s purchase intention.
 H2: Playfulness of short video marketing has a positive impact on Gen Z’s purchase
intention.
 H3: The participation of influencers in short video marketing encourages Gen Z’s
purchase intention.
CHAPTER 3: RESEARCH METHODOLOGY
3.1. RESEARCH PROCESS
This component is essential to the case study. The experts should develop a process that
includes each and every phase. This allows researchers to not only in charge the evolution
of their work, but also to promptly remedy difficulties that arise during the process.
To effectively illustrate what researchers perform, they must first clearly understand the
issue and its objectives. For this phase to be successful, researchers must develop rational
queries.

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Figure 3-1: Research Process

Source: Authors
The first stage is to guarantee that the researchers comprehend the study issue and know
exactly what to conduct throughout the research process. The next logical step is to identify
and define the research topic, as well as to formulate the question that the research paper will
answer; this phase will also reveal whether or not the study was effective. The third phase is
selecting theories that are related to the chosen topic to answer the topic questions. The
research team then determines the study approach and scale and prepares to undertake the
formal research. A survey can be done using either a quantitative or qualitative technique.
Before the final questionnaire, a pilot test should be administered to a small number of
participants to adjust the scale and questions as needed. The research team chooses a sample
design and collects data from respondents; the data acquired will be passed via SPSS to be
translated. Finally, the researchers make recommendations on the study question's
implications.
3.2. RESEARCH APPROACH
3.2.1. Qualitative research
According to Bhat, A., qualitative research utilizes social science fields such as
anthropology, sociology, and psychology. As a result, qualitative research methodologies
enable in-depth exploration and questioning for participants, regardless of their responses.
The interviewer/researcher also makes an effort to understand their motives and feelings.
Understanding how your target audience makes decisions might aid in drawing conclusions
from market research (Bhat, 2023).

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To comprehend people's views, experiences, attitudes, behaviors, and interactions, the

qualitative technique is applied. It produces non-numerical data. Integrating qualitative
research into interventions is a research technique gaining traction across disciplines
(Pathak et al., 2013). The findings of qualitative approaches give a thorough insight into
how individuals perceive their social reality and, as a result, how they behave in the social
environment (Mcleod, 2023).
Observations, interviews, documents, and audio-visual materials are the four basic forms
of qualitative research, according to Creswell (2014). They include smaller options for
every step in four primary categories. More specifically:
 Observations (For example, Complete participant-researcher hides role, Observer as
participant-role of researcher is known, Participant as observer-observation role
secondary to participant role, and Complete observer-researcher observes without
participating).
 Interviews (Face-to-face, one-on-one, in-person interview, telephone researcher
interviews via phone, Focus group-researcher interviews group participants, and E-
mail Internet interview).
 Documents (This includes both public records (such as meeting minutes or
newspapers) and private documents (such as journals, diaries, or letters).
 Audio-Visual Materials (Photographs, videotapes, art items, computer
communications, sounds, and film are examples of media).
3.2.2. Quantitative research
According to Fleetwood D., quantitative research entails the collection and analysis of
numerical data. It is great for detecting trends and averages, forecasting, evaluating
correlations, and expanding conclusions for large populations (Fleetwood, 2023).
This approach is frequently utilized in scientific and social sciences, including biology,
chemistry, psychology, economics, sociology, and marketing. The following piece will
provide you with an overview of the many forms of quantitative research, as well as
recommendations on how to use it and the advantages of doing it (Fleetwood, 2023).
To summarize: In this article, the researchers apply a quantitative way to measure
numbers and publish the results. In fact, data collection is unpredictable, thus researchers
must concentrate on the data collection method. According to Likert's (1932) five-point
scale, the responses to yes/no questions range from 1 (Strongly disagree) to 5 (Strongly
agree).

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3.3. DATA COLLECTION METHODS

3.3.1. Primary data
According to Beri (2005), primary data are data that are obtained directly by someone with
the goal of helping a study or research. As a result, the main data obtained by one individual
might become secondary data for others. Observation and communication are the two
fundamental ways of gathering primary data (Beri 2005).
There are several methods for gathering primary data, including surveys, trials, interviews,
and opinion polls. The primary can also be used to identify the attitudes, views, conduct,
preferences, and personalities of the respondents. To collect primary data, researchers must
put in a large amount of work during the same time (Gerson 1999).
In contrast to secondary data, primary data is acquired directly from the source in order to
address the study problem. As a result, in general, primary data is always appropriate for
study aims and is highly dependable (Tho & Trang 2007, p. 24).
Furthermore, not always is additional information available, congruent with the goal of the
study, and up to date. As a result, researchers must gather primary data as specified by each
study endeavor (Tho & Trang 2007, p. 25).
The research team obtained primary data for the study issue by conducting a questionnaire
with target respondents.
3.3.2. Secondary data
Secondary data is information gathered by a person other than the original user. It signifies
that the data is already accessible and has been analyzed. Magazines, newspapers, books,
and journals are examples of secondary data. It might be published or unpublished data
(Admin, 2022).
They enable academics and data analysts to create big, high-quality databases that aid in
the resolution of business challenges. Analysts can improve the reliability and reliability
of their findings by supplementing the information they collect with secondary data. The
majority of secondary data originates from outside organizations. Secondary data, on the
other hand, refers to data obtained within an entity and subsequently reused (Hillier et al.,
2022).
To summarize: For data collection, the research team employs both primary and secondary
data sources. Primary data is information gathered directly from respondents by researchers,
whereas secondary data is information gathered via books, journals, articles, websites, and
study reports.

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3.4. DESIGN QUESTIONNAIRE

3.4.1. Constructs measurement
Measurements are used in market research to define the marketing phenomena that
researchers need to explore (Tho & Trang 2007, p. 104).
The authors of this survey specify two measuring scales that are appropriate for this study:
a nominal scale and an interval scale.
As a technique of naming distinct variables, Nominal Scales is allocated a number. The
allocated number has no quantitative meaning. The Nominal Scales, also known as
categorical scales, may be used to determine the amount of occurrences in every category
or kind of data. As a result, the author employs Nominal Scales in this study for numerous
qualitative variables such as gender, education, income, age, and employment (Hair et al.
2010, p. 5).
Interval scales may execute a variety of mathematical computations; this type of scale
provides the most precise measurement (Hair et al. 2010, p. 6). Thus, the researchers
employ Interval scales for dependent as well as independent variables, employing a
hierarchical scale with levels ranging from 1 to 5.
The questionnaire is a research instrument that asks a series of questions to obtain data
from respondents in order to achieve the study objectives (John 2013).
A Likert scale is a scale where by a sequence of statements relevant to the attitude in
question are addressed and respondents select one of those replies (Likert 1932). A Likert
scale is frequently used to assess a series of concept assertions (Tho & Trang 2007, p. 108).
Because of the resemblance to earlier publications and to avoid confusion from individuals
when answering the questions, the researchers utilize a Likert scale of five in these surveys.
According to Likert (1932), the Likert scale has five levels, ranging from strongly disagree
(1) to strongly agree (5).
Table 3-1: Five-point Likert Scale

1 2 3 4 5

Strongly Disagree Disagree Neutral Agree Strongly Agree

Source: Rensis Likert, 1932

3.4.2. Questionnaire Structure
Introduction: Showing the research topic “Analyzing the Influence of Content
characteristics of TikTok short Marketing Video on Vietnamese Generation Z’s Purchase
Intention in HCMC”. The researchers convey the research's objectives and required
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information to the respondents. Furthermore, all criteria and commitments of researchers

to respondents are addressed in this section.
Survey questions: The questionnaire is meant to examine the influence of four aspects of
popular endorsement on purchase intention using a Likert scale of 5 according to the model
and theory obtained from books and journals.
Demographic questions: Respondents offer some personal information such as gender,
age, location, education, job, TikTok usage level. These details will only be used for the
objectives of this study and will not be made public.
Table 3-2: Respondent’s Demographic Profile
Demographic Group Frequency Percentage
Sex Female
What is your Gender? Male
18
19
20
Age
21
What is your Age?
22
23
24
Thu Duc City
District 1, District 3, District 4
District 6
District 7
District 8
District 10, District 11, District 5
12 district
Location
Binh Tan District
Where do you live?
Binh thanh district
Go vap district
Phu Nhuan District, Tan Binh District
Tan Phu District
Binh Chanh District, Can Gio District,
Cu Chi District, Hoc Mon District, Nha
Be District

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Undergraduate Degree
Some College
Educational Attainment High School
Graduate Degree
Some High School
Student
Job
Officer
Less than 1 hour
On average, how long do
3-4 hours
you use the TikTok
5-6 hours
application per use?
More than 6 hours

Source: Authors
Table 3-3: Survey Question
Reference
Variables Items Questions
Resources
I find TikTok advertisements informational
PU1
and effective.
Tiktok's short marketing videos make it easier Lund, A.M.
PU2
for me to decide to buy (2001)
I can acquire the information about products I Fred D. Davis
Perceived PU3
need from TikTok's short marketing videos (2014)
usefulness
I can use the information about products Seok Pyo Hong &
PU4 accquired from TikTok's short marketing Yong-Chae Rhee
videos with good results. (2007)
It saves me time in purchase intention when I
PU5
use it.
I feel attracted by the short marketing videos
PL1
and enjoy seeing the them on TikTok.
PL2 TikTok's short marketing videos is playful
TikTok's short marketing videos increase my Qin Gao & Pei-
PL3
Playfulness curiosity towards the company and the product Luen Patrick Rau
I feel very happy about watching videos about (2009)
PL4
product promotion on the TikTok platform.
I experienced playful short marketing videos
PL5
on TikTok

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"When I see people using a particular product

IN1
on TikTok, it
IN2 immediately catches my attention."
L. Müller, Jens
"I believe product reviews from people who
Influencers IN3 Mattke, C. Maier
share their experiences
(2018)
on TikTok more than actual advertisements
IN4
from brands."
IN5 The influencer appears dependable
PI1 I have intention of shopping on TikTok
I will buy products that are advertised on
PI2
Purchase TikTok in near future Rodney Duffett
Intention PI3 I think it is a good idea to shop on TikTok (2015)
Advertisements on TikTok have a positive
PI4
influence on my purchase intention

Source: Authors
3.5. SAMPLING DESIGN
3.5.1. Sampling Process
Wrenn, Stevens, and Loudon (2006) define sampling as a technique of selecting a small
group from a larger population with similar personalities and interests. According to the
publication 'Sampling Methods in Research Methodology; How to Choose a Sampling
Technique for Research' by Hamed Taherdoos (2016), there are six phases in the procedure
listed below.

Figure 3-2: Sampling Process

Source: Hamed 2016

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The Clearly Define Target Population is the first step of the process. According to Hamed
Taherdoos, the population is the number of people who live in a specific nation (Hamed
2016). That is, the number of TikTok social network users according to published figures
showing that TikTok has 49.86 million users aged 18 and over in Vietnam at the beginning
of 2023 (Ngan, 2023). The main subjects of this study are both men and women, TikTok
users - Generation Z in Ho Chi Minh City. Besides, all, 18-24-year-old age groups,
occupations, and incomes are all targets of demographic research, as long as they use the
TikTok platform.
The second stage is to choose a sampling frame. According to Hamed Taherdoos, "A
sampling frame is a list of the actual cases from which a sample will be drawn. The sample
frame must be population-representative." (Hamed 2016)
The following stage, Select Sampling Technique, is separated into two categories. The first
is called probability or random sampling, while the second is called non-probability or non-
random sampling (Hamed 2016). The authors chose the Snowball sampling method in
Non-probability for this investigation.
The fourth step is to determine the sample size, which will be evaluated in the next section.
After the writers have completed all of the above procedures, the next stage is to collect
data. The final stage in this procedure is to assess the response rate, which indicates the
number of persons who agreed to participate in the survey. Actually, the researchers never
get a 100% response rate since people may decline or be unable to answer (Hamed 2016).
3.5.2. Sampling Techniques
The authors employ the Snowball Sampling Technique for quantitative research in this
approach. Following to Nikolopoulou, snowball sampling is a method of non-probability
sampling in which new units are recruited to become part of the sample by existing units.
Snowball sampling may be a valuable method for doing research on persons who have
unique characteristics that might not be difficult to detect (Nikolopoulou, 2023). According
to Hamed, snowball sampling is a strategy for gathering data from a group of individuals
who will subsequently urge others to participate in this survey in order to increase the
sample size (Hamed 2016).

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3.5.3. Sample Size

According to Cochran (1977), the minimum sample size has to be calculated by the
formula:

where:
n: minimum number of sample sizes
Z: Confidence Level
e: Margin of Error
Determine the sample size necessary to estimate the proportion of Gen Z using TikTok and
watching Short Video Marketing on TikTok with 95% confidence, and a margin of error
of 5%. In addition, z for a 95% confidence level is 1.96. As a result, the the minimum
number of necessary samples is 385. Following to Tabachnick & Fidell (2001), that the
sample size provides the significant research results as below table:
Table 3-4: Sample amount and quality

Amount of sample Quality

50 Worst

100 Worse

200 Average

300 Good

500 Very good

1000 Excellent

Source: Tabachnick & Fidell 2001

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