NATIONAL ECONOMICS UNIVERSITY

NEU BUSINESS SCHOOL

***

RESEARCH PROPOSAL
Factors on TikTok Affecting the Online Shopping
Behavior of Vietnamese Youth on TikTok Shop

CLASS: EBBA 15.1

GROUP 9

Members Student ID
Nguyễn Văn Ngọc Anh 11230018
Đỗ Mạnh Đức 11230048
Phan Thành Du 11230037
Đỗ Gia Đạt 11230044
Nguyễn Đăng Thành 11230141

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 Factors on TikTok Affecting the Online Shopping Behavior of Vietnamese Youth on
TikTok Shop

Contents
1. Rationale...........................................................................................................................4
1.1. Problem statement...........................................................................................................4
1.2. Research objectives..........................................................................................................5
1.3. Research questions...........................................................................................................5
1.4. The relevance of the study..............................................................................................5
2. Literature review.............................................................................................................5
2.1. Tiktok and tiktok shop?..................................................................................................5
2.2. What is online shopping behavior?.................................................................................6
2.3. What are the factor of tiktok affecting online shopping behavior in Vietnam?........7
3. Theoretical framework and hypothesis.........................................................................8
3.1. Variable model.................................................................................................................8
3.2. Hypothesis.........................................................................................................................9
3.2.3. The effects of celebrities, influencers :...............................................................10
3.2.4. Instructional videos on TikTok...........................................................................10
3.2.5. Reviews and feedback from the TikTok............................................................10
4. Hypothesis development................................................................................................11
Hypothesis 1:.........................................................................................................................11
Hypothesis 2:.........................................................................................................................11
Hypothesis 3:.........................................................................................................................11
Hypothesis 4:.........................................................................................................................11
Hypothesis 5:.........................................................................................................................11
5. Research Methodology..................................................................................................12
Extent of researcher interference:.......................................................................................12
Study setting:.........................................................................................................................12
Research strategy:................................................................................................................12
Unit of analysis......................................................................................................................12
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5.2 Data collection methods.................................................................................................13
6. Research Report Structure...........................................................................................15
7. Time frame.....................................................................................................................16
8. References.......................................................................................................................16

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1. Rationale

1.1. Problem statement

With the strong development of the 4.0 era and the technological explosion of
electronic devices, Internet access is easier all over the world, including Vietnam.
According to statistics of Digital - a specialized company regarding mobile services,
digital products and services, as of January 2021 the number. The number of Internet
users in Vietnam accounts for 70.3% of the population; the number of social network
users Association in Vietnam is 72 million, equivalent to 73.7% of the total
population (DataReportal, 2021). Social networks are understood as connection
services where users can create their own content to connect and interact with people
through features such as listening - calling or calling videos, sharing images, videos,
articles, blogs, editorials,... In Vietnam there are many different types of social
networks such as Facebook, Zalo, Youtube, Twitter...One of the new social networks
that has appeared but whose effects and coverage are increasingly spreading is the
social network TikTok. Compared to other social media sites, in September 2021,
social video app TikTok reported 1 billion monthly active users worldwide,
representing a 45 percent growth compared to the previously reported figure of 689
million monthly active users in July 2020 (TikTok MAU 2021 | Statista, n.d.).
TikTok in Vietnam has proved appealing, with 16 million downloads and a 160
percent increase in downloads on IOS in 2020. TikTok has swiftly risen to the fourth
position in the app rankings in the Vietnam market, behind only Facebook, Zalo, and
Instagram. Brands are gradually realizing that they can use Tiktok in their marketing
strategies (Roggeveen, 2021). At TikTok, entertainment and commerce are 2 closely
linked. Because users want true-to-life and relevant material, marketers must deliver
it in their commercials (Tabassum et al., 2020). As of June 25, 2020, TikTok has
officially launched its new advertising platform, TikTok For Business. This will
serve as a marketing hub for businesses’ accounts. This is yet another reason TikTok
is now pro-business. To support small and medium enterprises, on April 29, 2022,
TikTok launched a TikTok shop in Vietnam. It turns TikTok from a social network
combined with e-commerce right in the application in a whole way.
A large proportion of global Generation Z is on TikTok. Over half of Generation Z
consumers are on TikTok now. Generation Z is generally known as those born
between 1997 and 2012 ; they can readily search for anything with an internet
connection and gain more knowledge than prior generations of their age (Seemiller
& Grace, 2017). As the youth's culture of iconography, rituals, places, and lifestyles
are visible on the platform, Byte Dance’s TikTok has seen a significant surge in
users and cultural prominence (Kennedy, 2020). TikTok's innovative and fast-

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moving algorithm, which primarily promotes short-form films to inspire pleasure and
stimulate creativity among its users, demonstrates its attractiveness to youthful
consumers worldwide (Weimann & Masri, 2020).
1.2. Research objectives
With the advantages that come from the TikTok platform, from the rapidly growing
and well-developed user base, advertising and business on TikTok will soon become
more and more popular, from which we look forward to proceeding. This research
aims to: (1) Promote factors to evaluate the influence of TikTok and shopping
behavior on TikTok Shop, (2) Explore the above factors to develop marketing
strategies to promote online shopping behavior of Vietnamese youth on other e-
commerce platforms, and, (3) Theoretical basis system related to the shopping
behavior of Vietnamese youth today.
1.3. Research questions
This research is designed to answer the following questions:
1.The relationship between perceived value and purchase intention ?
2.What factors influence the decision to choose a shop or brand on TikTokshop ?
3. From the above factors, what should brands do to attract young consumers and
increase competitiveness with other brands ?
1.4. The relevance of the study
The research was conducted to understand the factors that affect the online purchase
intention of Vietnamese consumers on TikTok Shop, especially genZ, through
information provided on TikTok. Therefore, it helps businesses better understand
their customers and improve product advertising effectiveness through TikTok.
This study may add to the characteristics and behavior of the Z gene. This topic may
inspire other researchers, encourage and explore this topic further.

2. Literature review
2.1. Tiktok and tiktok shop?
TikTok is a social platform and short video which is popular in the world. This
platform allows users to create, share, and browse short videos lasting for 15-second
to 60-second. The special point of Tiktok attracts variable users including teenagers
and older people with many contexts such as comedy, music, culture, beauty, food
and others. The name Tiktok is meant to suggest the short formal of the videos
launched in September 2016 by the Chinese startup company ByteDance, it is
known there as Douyin. Its stratospheric growth in usage really began in late 2017,
when it acquired a rival app, Musical.ly, and ported over its 200-million-account list
to Tiktok.( DEBORAH D’SOUZA- FEBRUARY 15, 2024). Even though TikTok is
a little behind in the s-commerce game compared to its competitors like Facebook
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and Instagram, its users which are mostly Generation-Z and millennial give them an
advantage in terms of loyalty. Furthermore, it makes TikTok grows more
popular when everything that is trending around the globe revolves within the
application infun short videos embedded with trending music (Information
Management and Business Review (ISSN 2220-3796)Vol. 15, No. 1, pp. 176-183,
March 2023- Nor Sheena Andon& Sharifah Nurafizah Syed Annuar). TikTok Shop
is a one-stop E-commerce solution for driving sales and brand growth on TikTok.
TikTok Shop allows sellers to sell products directly on TikTok through in-feed
videos, LIVES, and the Showcase tab. It enables product discovery, product details,
checkout, and post-payment activities all within the TikTok app.(Tiktok commerce
january 24). Tik Tok has a considerable impact on online shopping behavior,
especially among the younger generation. Tik tok ‘s platform is engaging and
entertaining with a powerful tool for brands and key opinion leaders (KOL) to
introduce products and make people feel the desire to purchase. One of the signature
formats of Tik tok is short-form video that creates a dynamic and visually appealing
way to introduce products, attract the attention of users and affect their buying
decisions. In TikTok Shop, users engage actively in the live feed and
comments section when replying to each other in written form or video
replies. A greater audience reach is more possible for businesses that
actively utilize gathering information to assist in their social media
marketing strategy (Nor Sheena Andon& Sharifah Nurafizah Syed Annuar- March
2023). e-commerce vendors are looking for marketing and business opportunities on
social media platforms, since the virtual social media arena has evolved into a
platform for communication, networking, and content sharing. Tiktok shop allows
mobile e-commerce vendors to quickly and easily create videos with integrated
recording, editing, and sharing capabilities. Tiktok enables mobile e-commerce
vendors to create roughly 15-second looping videos with advanced editing features
such as in-camera speed controls, image tracking composites, collaborative split-
screen video editing, and camera motion and visual effects. These editing features
improve the basic features of mobile devices so that they can be used for business.
(Qin Yang&Young Chan Lee-Published: 31 August 2022)

2.2. What is online shopping behavior?

Online Shopping behavior is a kind of individual’s overall perception and
evaluation for a product or service during online shopping which could result in bad
or good ways. Previous studies have defined that behavior is a multi-dimensional
construct and has been conceptualized in different ways (Li & Zhang, 2002).
Several academics assess consumer behavior using various criteria. According to
Gozukara et al. (2014), The initial aspect relates to a consumer's stance regarding

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utilitarian incentives, encompassing convenience, desire for variety, product quality,
cost-effectiveness, and time efficiency. The second aspect pertains to hedonic
motivations, such as joy, fantasy, escapism, stimulation, sensuality, and pleasure.
Baber et al. (2014) describe the third aspect as perceived ease of use and usefulness.
A separate dimension involves perceived risks, which influence consumer behavior
in online shopping.
Moreover, there are two distinct types of perceived risks influencing consumer
behavior in the online shopping process. They are further delineated as the first
category, comprising financial, time, and product risks associated with online
products and services, while the second category encompasses risks related to e-
transactions, including privacy and security (Li & Zhang, 2002). Numerous
researchers (Kumar & Dange, 2014; Samadi & Nejadi, 2009; Hassan et al., 2006;
Subhalakshami & Ravi, 2015) have contended that perceived risks such as financial
risk, product risk, non-delivery risk, time risk, privacy risk, information risk, social
risk, and personal risk exert a negative and significant impact on consumers' online
shopping behavior. Trust and security in e-retailers represent another facet of
consumer behavior; Monsuwe et al. (2004) proposed that a positive shopping
experience fosters trust in e-retailers and mitigates perceived risks

2.3. What are the factor of tiktok affecting online

shopping behavior in Vietnam?
There are two components of perceived risk that are involved in online shopping
which are uncertainty and the significance of the consequences of particular
purchase. Uncertainty is related to the possible outcomes of positive or negative
behavior and undesired results of these consequences. Uncertainty in financial
transactions online can result in potential monetary loss, as stated by Kumar and
Dange (2014). Adnan (2014) also emphasizes the association between internet-
based financial transactions and diverse risk elements. Moreover, Adnan (2014)
observes that customers assess various risks before engaging in online transactions,
including concerns about financial security and privacy. Naiyi (2004) argues that
consumers' online shopping behavior is adversely affected by perceived risks across
multiple dimensions, such as risks related to the credibility of e-retailers, the
purchasing process, delivery, financial matters, product performance, information
asymmetry, and privacy.
For Tiktok, TikTok is having a significant impact on online shopping behavior in
Vietnam through various factors. TikTok's algorithm helps users discover
personalized content, including product reviews, usage tutorials, and
recommendations, influencing purchasing decisions (Nor Sheena Andon& Sharifah
Nurafizah Syed Annuar). User-generated content on TikTok, such as product
demonstration and review videos, creates a positive social effect, encouraging others
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to purchase featured products. TikTok's interactive features like likes, comments,
and shares facilitate engagement with shopping-related content, fostering a sense of
community around specific products or brands. TikTok's trend-setting ability can
drive demand for specific products or styles, influencing consumer preferences and
shopping behavior. Influencer marketing on TikTok also greatly influences online
shopping behavior in Vietnam, with collaborations with brands helping to increase
sales figures. (Hashim Shahzad- Spring 2015)

3. Theoretical framework and hypothesis

In today's digital age, social media platforms have become integral channels for
influencing consumer behavior, particularly among the younger demographic.
Among these platforms, TikTok has emerged as a dominant force, captivating the
attention of millions of users worldwide, including the youth population in
Vietnam. As such, understanding the influence of TikTok on the online shopping
behavior of Vietnamese youth is crucial for businesses seeking to capitalize on
this trend. Hsu, Lin, and Chiang (2013) on TikTok, influencers wield considerable
influence over their followers, shaping their perceptions and purchase decisions
through engaging content and product endorsements. Research by Lauring &
Steenburg (2019) suggests that Generation Z consumers exhibit distinct online
shopping behaviors compared to previous generations . Phạm Hà Thuỳ An et al.
(2023) and TS.Lê Đình Nghi (2022). These studies provide insights into the
factors influencing purchase decisions and shopping intentions among the youth
demographic on TikTok. Additionally, we integrate theories of social influence
and consumer behavior to conceptualize the mechanisms through which TikTok
content impacts online shopping behavior.

3.1. Variable model

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The figure represents the theoretical framework. We choose the following
variables to represent the independent variables: Advertising Contents ( H1 ),The
duration of time spent ( H2 ),The effects of celebrities, influencers ( H3 ), ,
Instructional videos (H4 ) , Reviews and feedback (H5) ,and the dependent variable
is The online shopping behavior.

n recent years, social media platforms have significantly influenced consumer

behavior worldwide, particularly among the younger demographic. Among these
platforms, TikTok has emerged as a dominant force, especially shaping the
preferences and purchasing decisions of today's Vietnamese youth. This paper aims
to explore the influence of TikTok on the online shopping behavior of Vietnamese
youth, drawing insights from scholarly articles and research studies.

3.2. Hypothesis
3.2.1. Advertising Contents and Online shopping behaviors
Advertising Content includes the text, images, videos, slogans, and other elements
used to convey a message about a product, service, or brand to potential consumers
. Simon P. Anderson (2006) Anderson's work likely delves into how advertising
content is structured, the strategies used to create effective advertisements, and the
impact of advertising content on consumer behavior and market outcomes.
Charmaine du Plessis (April-June 2022) investigates the effectiveness of different
types of content, the role of engagement and interaction, and the overall
implications for businesses seeking to leverage content marketing to drive

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consumer engagement and sales. This leads to hypothesis 1 :
H1 : Viewing and interacting with content on Tiktok, especially advertising
content, influences young people's online shopping behavior, making them more
inclined to shop on online platforms..

3.2.2. The duration of time spent on TikTok

Time spent on TikTok is taking an important place in young people's lives.
According to a study, students spend 2 - 4 hours/day using social networks,
accounting for 34.3%), followed by students who use the network 4 - 6 hours/day,
accounting for 33.8%). It can be seen that Gen Z uses social networks for ⅙ -¼ of
a day. As they spend a lot of time on TikTok, they may be influenced by products
and advertisements on the platform. When users see products featured in engaging
videos, they may start to spend more time interested in and learning more about
that product. Ngo Mai Linh et al., , ( 2023 ) .Researchers use information about the
amount of time people spend on digital media for numerous purposes. While social
media platforms commonly do not allow external access to measure the use time
directly, a usual alternative method is to use participants' self-estimation. Angelica
Goetzen etal .. (2024). This leads to hypothesis 2 :
H2: "Time spent on TikTok has a direct impact on young people's online
shopping behavior; the more time spent on TikTok, the higher the likelihood of
online shopping."

3.2.3. The effects of celebrities, influencers :

Marketers use celebrities to break into a market dominated by known brands. Even
if the brand is a well-established one, a celebrity may just provide that much-
needed thrust to drive sales upwards from dormant levels. The impact of
influencers on generation Z (Gen Z) in the online environment. This article has
applied the theories of source credibility, TAM, IAM, and TPB to identify
influencer characteristics that affect the purchasing behaviors of Gen Z customers
Minh Pham et al.., ( 2021 ) .Thi Cam Tu Dinh, Yoonjae Lee ( 2021 ) examined the
impact of the imitation of influencers on customer buying intention toward
endorsed products, which is mediated by social comparison, materialism and the
fear of missing out (FOMO).This leads to hypothesis 3 :
H3: "The presence of celebrities, influencers, and popular users in videos can
influence the attitudes and shopping behavior of viewers."

3.2.4. Instructional videos on TikTok

Zhendong Cheng ,Bingjia Shao ,Yong Zhang (2020) found that product
presentation videos and virtual product experience improve consumers' perceived
diagnosticity, which in turn, has a significantly positive influence on the perceived
website usefulness, resulting in a higher intention to return. When consumers are in
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the later stage of decision-making process, they want to get information about
product experience, such as product use process, product use method, and product
use result. Christian Johannes Duah ( 2023 ) showed that short videos with
emphasis on humor, appealing content, trends, trending music, originality and
hashtag challenges were the elements that consumers resonated with. This leads to
hypothesis 4 :

H4: Instructional videos on TikTok, especially tutorials on product usage and

fashion, influence the online shopping behavior of youth, prompting them to
purchase more of the featured products..

3.2.5. Reviews and feedback from the TikTok.

Several studies have reported on the influence of online reviews, in particular on
purchasing decisions in recent times (Zhang et al., 2014; Zhong-Gang et al., 2015;
Ruiz-Mafe et al., 2018; Von Helversen et al., 2018; Guo et al., 2020; Kang et al.,
2020; Wu et al., 2021). These studies have reported on various aspects of online
reviews on consumers’ behavior, including consideration of textual factors (Ghose
and Ipeirotiss, 2010), the effect of the level of detail in a product review, and the
level of reviewer agreement with it on the credibility of a review, and consumers’
purchase intentions for search and experience products (Jiménez and Mendoza,
2013). For example, by means of text mining, Ghose and Ipeirotiss (2010)
concluded that the use of product reviews is influenced by textual features, such as
subjectivity, informality, readability, and linguistic accuracy. Likewise, Boardman
and Mccormick (2021) found that consumer attention and behavior differ across
web pages throughout the shopping journey depending on its content, function, and
consumer’s goal. Furthermore, Guo et al. (2020) showed that pleasant online
customer reviews lead to a higher purchase likelihood compared to unpleasant
ones. They also found that perceived credibility and perceived diagnosticity have a
significant influence on purchase decisions, but only in the context of unpleasant
online customer reviews. These studies suggest that online product reviews will
influence consumer behavior but the overall effect will be influenced by many
factors. This leads to hypothesis 5 :
H5: "Reviews and feedback from the TikTok community strongly impact the
online shopping decisions of youth, driving them to purchase more of the highly
rated products."

4. Hypothesis development
Hypothesis 1:

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H1: Viewing and interacting with content on Tiktok, especially advertising content,
influences young people's online shopping behavior, making them more inclined to
shop on online platforms
Hypothesis 2:
H2: Time spent on TikTok has a direct impact on young people's online shopping
behavior; the more time spent on TikTok, the higher the likelihood of online
shopping.
Hypothesis 3:
H3: The appearance of celebrities, influencers, and popular users in videos can
influence viewers' attitudes and shopping behavior.
Hypothesis 4:
H4: Instructional videos on TikTok, especially product instruction videos and
fashion videos, influence young people's online shopping behavior, making them
more likely to shop for products. guided
Hypothesis 5:
H5: Reviews and feedback from the TikTok community have a strong influence on
young people's online shopping decisions, making them more likely to shop for
highly rated products

5. Research Methodology
5.1 Research Design
Purpose of the study:
To understand and extensively analyze the influence of the Tiktok platform on
young people's online shopping behavior, as well as how Tiktok changes the way
of approaching and promoting products in the digital age.

Extent of researcher interference:

The researcher will minimize intervention by using secondary data, accompanied
by a self-completed survey questionnaire, providing clear instructions and
explanations for completing the survey.

Study setting:
The study is non-contrived. The study can be done in a natural environment
without any artificial interference.

Research strategy:
In this study we believe the descriptive design and quantitative research method
would be the best method of approach. Quantitative research focuses on
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quantifying the collection and analysis of data like attitudes of a respondent,
opinions or other defined variables which is perfect to generalize results from a
larger sample population (DeFranzo, 2011).

Unit of analysis
Because it is necessary to accurately measure the influence of independent
variables on the dependent variable through sales of brands over different times,
we selected the multiple cross-sectional study.

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 5.2 Data collection methods

Primary data:
 Primary data will be collected from the previous studies. Otherwise, those
studied used information from the annual report, revenue report and policies of
Tik Tok Shop.

Secondary data
 Secondary data will be collected through a questionnaire and internet survey
with a sample of 300 Vietnamese youth who are social media users and are
following digital brands, quantitative research methods.

*The questionnaire design for the study would include 4 parts:

 Demographic questions asking the respondents to give the general information
of their genders, ages, occupations and marital status (4 questions).
 Their preferences in the usage and participation on Tiktok (3 questions)
 Viewer’s interests on Tiktok (3 questions).
 The last and also the major proportion of the survey contains questions of 6
studied elements of Tiktok (measure the level of shopping on Tiktok Shop
through 6 elements).

Number Variables Items Sources

s
1 Advertising 1. Advertising content
Content stimulates emotions and
influences impulsive
purchasing behavior during
online shopping.
2. Content marketing
contributes to trust building
and engagement with brands,
affecting consumer’s
willingness to purchase
online.
2 Using time 1. the higher the completion Meiling
1. Z.chen et al. (2023) .
The impact of
advertising visibility
2. Charmaine du Plessis
(April-June 2022). A
scoping review of the
effect of content
marketing on online
consumer behavior
Jin ,Yufu
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 rate of a video, the more Ning ,Fengming
likely it is to be Liu ,Fangyi
recommended and thus have Zhao ,Yichang Gao
more placements or views. Dongmei Li. (4 August,
2. For videos that are too 2023). An Evaluation
long, it is likely that users Model for the Influence
will row away before the end of KOLs in Short
of the video, so the Video Advertising
completion rate of the video Based on Uncertainty
will be relatively low and not Theory.
easy to recommend.

3 Celebrities, 1. When brands cannot get Meiling Jin ,Yufu

influencers efficient returns from “self- Ning ,Fengming
promotion”, KOL is a Liu ,Fangyi
credible third party, a group Zhao ,Yichang Gao
with appeal, influence and Dongmei Li. (4 August,
credibility in its field, which 2023). An Evaluation
can influence fans’ Model for the Influence
consumption decisions. of KOLs in Short
2. KOLs on social media is a Video Advertising
category of users with strong Based on Uncertainty
influence [21]. They have a Theory.
large number of followers
and have a certain degree of
conviction to their fans, this
may affect consumption
levels.
4 Instructional 1. One creative medium of 1. Huarng, KH., Yu,
and fashion advertising on the Internet is T.HK. & Huang, J.J.
videos instructional video The impacts of
advertising. It provides instructional video
instructions on how to advertising on customer
operate the products being purchasing intentions
sold and/or on how the on the Internet. Serv
products function. Hence, the Bus 4, 27–36 (2010).

15
 customers may in this way
view the advertising, and 2. Wieffer, J.F. (2014)
finally the intention to Online product videos:
purchase may be triggered. just a toy? Exploring
2. When buying online, the influence of online
consumers need to base their product presentation
buying decision upon the on purchase intention.
information that is provided
by the vendor. One way to
replace this absence of
sensory attributes is to create
an attractive product
presentation
5 Review and 1. Online reviews are found 1. Cheung et al., 2008,
feedback to affect consumers’ 2009; Gvili and Levy,
perceived review credibility 2016; Lin and Xu,
and usefulness, which then 2017.
influence their online review
adoption behavior.
2. Consumers’ purchase 2. Park et al. (2007).
behavior is closely associated
with online reviews. 3. Godes and Mayzlin,
3. Online reviews have a (2004).
more positive impact on
consumers’ brand choice and
attitude than other
information sources.

6. Research Report Structure

Research report structure:
 Title
 Table of contents
 Abstract
o Background & Objectives
o Research method
o Results
o Conclusions
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  Introduction
o Research background
o Problem statement
o Research objectives
o Aim of the study
o Research question
 Literature review
o Literature review
o Proposed theorical framework
o Hypothesis
 Research method
o Research design
o Sampling methods
o Instrumention
 Data analysis & Interpretation
o Demographic Profile of the Respondents
o Analysis
 Result & Discussion

7. Time frame
15/3/2024 - 10/4/2024 : Review literature and develop instrumentation
11/4/2024 - 1/6/2024 : Finalize the instrumentation
Collect primary data
2/6/2024 - 23/6/2024 : Processed collected data
24/6/2024 - 15/7/2024 : Writing report

8. References

Online Shopping Behavior Author: Hashim Shahzad Subject: Master Thesis

Business Administration Program: Master of International Management
Semester: Spring 2015 Supervisors: Fredrik Sjöstrand & Jenny Helin

Information Management and Business Review (ISSN 2220-3796)Vol. 15, No. 1,

pp. 176-183, March 2023 SI The Adaptation of Social Media Marketing
Activities in S-Commerce: TikTok ShopNor Sheena Andon* & Sharifah

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Nurafizah Syed Annuar

Gozukara, E., Ozyer, Y., Kocoglu, I. (2014). THE MODERATING EFFECTS

OF PERCEIVED USE AND PERCEIVED RISK IN ONLINE SHOPPING.
Journal of Global Strategic Management. Vol. 16, pp. 67-81.

Baber, Ms. A., Rasheed, Ms. A., Sajjad, Mr. M. (2014). Factors Influencing
Online Shopping Behavior of Consumers. Journal of Basic and Applied Scientific
Research. Vol. 4(4), pp. 314- 320.
Ariff, M.S.M., Yan, N.S., Zakuan, N., Bahari, A.Z., Jusoh, A. (2013). Web-based
Factors Affecting Online Purchasing Behavior. IOP Conf. Series: Materials
Science and Engineering. Vol. 46, pp. 1-10.

Phan Lan Chi , Nguyễn Quang Anh , Ma Anh Tú and Bùi Thị Thu Huyền,2022,
Ảnh hưởng của mạng xã hội TikTok đến gen Z, scholar.dlu.edu.vn
Le Hong Long, 2022, FACTORS ON TIKTOK VIDEOS AFFECTING
CUSTOMERS’ PURCHASE INTENTION, repositor.vnu.edu.vn

Phạm Hà Thuỳ An, Phạm Thị Thanh Huyền, Trần Thị Ngọc Lan,Nguyễn Thị
Ngoan 2023 ,Nghiên cứu các nhân tố ảnh hưởng đến quyết định mua hàng của
giới trẻ trên Tik Tok Shop”. Báo cáo nghiên cứu khoa học sinh viên năm 2022-
2023 Trường Đại học Kinh tế- Đaị học quốc gia Hà Nội

TS.Lê Đình Nghi ,2022, “ Các yếu tố ảnh hưởng đến ý định mua sắm của gen z
trên nền tảng mạng xã hội TikTok” Phương pháp nghiên cứu khoa học Đại học
Sài Gòn.

T. Widaningsih, Marcellio M.W. Kusumaningrat, R. Marta Jurnal Aspikom

( 2023 )The Influence of TikTok Content Creator on Consumptive Behavior of
Teenagers in Online Shopping

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