NGUYEN THI MINH UYEN FACTORS INFLUENCING GEN Z'S INTENTIONS TO PURCHASE FASHION PRODUCTS ON TIKTOK IN PURCHASE FASHION PRODUCTS ON TIKTOK IN VIETNAM. FACTORS INFLUENCING GEN Z'S INTENTIONS TO VIETNAM. NGUYEN THI MINH UYEN BACHELOR IN MARKETING VIETNAM NATIONAL UNIVERSITY, HANOI BACHELOR OF BUSINESS (MARKETING) HELP UNIVERSITY MARCH, 2025 MAY, 2025 FACTORS INFLUENCING GEN Z'S INTENTIONS TO PURCHASE FASHION PRODUCTS ON TIKTOK IN VIETNAM. BY NGUYEN THI MINH UYEN Gradua>on Project SubmiHed to Vietnam National University, Hanoi – International School in Par>al Fulfilment of the Requirements for the Degree of Bachelor of Marke>ng and Department of Business Studies, HELP University, in Par>al Fulfilment of the Requirements for the Degree of Bachelor of Business (Marke>ng) Hons 2 MAY, 2025 ACKNOWLEDGEMENT I want to sincerely thank my thesis supervisor, PhD.
Nguyen Thi Huyen, for her exceptional guidance and unwavering support throughout this process. Her expertise and constructive feedback have been crucial in shaping my thesis and have taught me a great deal about conducting research. I am truly appreciative of the chance to learn from her. I also extend my gratitude to the Faculty of Economics and Management at the International School, Vietnam National University (VNU-IS).
The academic resources and nurturing environment provided by the faculty have been vital for my growth. The insights and skills I acquired, particularly from the Marketing program, have greatly enhanced my academic foundation and research capabilities. I would like to give a special shout-out to my family and friends, who have been my constant source of strength. Their unwavering support and belief in my potential have kept me inspired and helped me overcome various challenges.
I am incredibly grateful for their love and encouragement. Completing this thesis has been both a challenging and fulfilling experience. I recognize that I could not have reached this milestone without the support and encouragement of everyone mentioned above. Thank you all for being a part of this important chapter in my academic journey.
3 BUSINESS DEPARTMENT BACHELOR OF BUSINESS MGT400 GRADUATION PROJECT DECLARATION FORM Name: NGUYEN THI MINH UYEN Student ID VNU: 21070203 Student ID HELP: E2300085 Programme of Studies: Dual-Marketing Title of Project/Dissertation: Factors influencing gen z's intentions to purchase fashion products on Tiktok in Vietnam. Name of Supervisor(s): PHD. NGUYEN THI HUYEN Declaration: In accordance with the appropriate regulations, I hereby submit the above Graduation Project for examination and I declare that: (i) I have read and understood the sections on Plagiarism found in the University’s “General Information to Students” Handbook and certify that the Graduation Project embodies the results of my own work. (ii) I have adhered to the ‘Harvard system of referencing’ or a system acceptable as per “The Referencing Guide” for referencing, quotations and citations in my Graduation Project.
Each contribution to, and quotation in my Graduation Project from the work of other people has been attributed, and has been cited and referenced. (iii) I have not allowed and will not allow, anyone to copy my work with the intention of passing it off as his or her own work. (iv) I am aware that I may have to forfeit the degree in the event that plagiarism has been detected after the award. (vi) I am aware that my Graduation Project may be used by my supervisor(s) and/or HELP University for further research or any collaborative work, and under no circumstances whatsoever would claim any rights to the said work.
Signature: Date: 4 LIST OF ACRONYMS CFA Confirmatory Factor Analysis EFA Exploratory Factor Analysis IM Influencer Marketing KMO Kaiser-Meyer-Olkin PE Perceived Enjoyment PI Purchase Intention PR Promotion PU Perceived Usefulness SEM Structural Equation Modeling TAM Technology-Acceptance – Model TPB Theory of Planned Behavior UI User Interaction VIF Verify In Field 5 Table os Figures: Figure 2. 1 Theory of Planned Behavior (TPB). 2 The Technology Acceptance Model (TAM). 3 The Stimulus-Organism-Response (S-O-R) model.
Error! Bookmark not defined. 1 Partial Least Squares (PLS) model……………………………………………….39 Table of Tables: Table 2. 1 Perceived usefulness scale…………………………………………………………26 Table 2. 2 Perceived enjoyment scale ……………………………………………………….
3 Influencer marketing scale…………………………………………………………28 Table 2. 4 Promotion scale……………………………………………………………………29 Table 2. 5 User interaction scale………………………………………………………………30 Table 2. 6 Purchase intention scale……………………………………………………………32 Table 4.
3 KMO and Bartlett's test…………. 4 Variance Inflation Factor…………. 6 Discriminant validity results………….44 6 Table of Contents Abstract .3 Scope of research .5 Significance of study. 12 Chaper 2: Literature Review .1 The role of social media marketing and Tiktok marketing .2 Gen Z buying behavior on Tiktok platform .3 The Tiktok and intention to provide fashion products .4 Theoretical background to customer purchasing motivations and behavior .1 Theory of Planned Behavior (TPB) .2 Technology-Acceptance – Model .5 Factors impact on Gen Z intention to purchase fashion products on Tiktok.6 The proposed model and hypotheses development .7 Scale measurement of factors .1 Perceived usefulness scale .2 Perceived enjoyment scale .2 Sample size and data collection .4 Data analysis technique.
34 Chapter 4: Result and Findings .2 The validity and reliability of research instrument .1 Exploratory Factor Analysis (EFA) .2 Confirmatory Factor Analysis (CFA) .3 Verify In Field (VIF) .5 Discriminant validity results .5 Discussion and Findings. 44 Chapter 5: Recommendation and Conclusion.2 Limitation of study. 58 8 Abstract This study investigates the impact of marketing on Generation Z’s purchase intention in Vietnam, with a particular focus on fashion products marketed via TikTok. The study addresses the critical issue of a lack of understanding of the specific factors that influence Generation Z’s purchase intention for fashion items on the platform, creating a knowledge gap that prevents businesses from effectively leveraging TikTok for targeted marketing.
The main objectives of the study include identifying and analyzing the key marketing factors that drive Generation Z’s purchase intention, examining the role of consumer brand attitudes as a mediating factor, and providing practical recommendations for fashion businesses to enhance their TikTok marketing strategies targeting this demographic. Using multiple methods such as qualitative and quantitative, the study used a survey conducted among Generation Z consumers in Vietnam who purchased fashion products after watching short videos on TikTok. The data analysis techniques used were the Theory of Planned Behavior (TPB) framework, the Technology Acceptance Model (TAM), …. The results of the study with a sample size of 340 peoples showed that there are important factors influencing Gen Z's online shopping behavior: (1) Perceived usefulness; (2) Perceived Enjoyment; (3) Influencer Marketing ; (4) Promotion; (5) User Interaction.
The implications of these findings are great for fashion businesses that want to market their products on TikTok in Vietnam. By understanding these factors, businesses can develop more effective and targeted TikTok campaigns, thereby improving the effectiveness of reaching and engaging Generation Z consumers.1 Problem Statement Generation Z (Gen Z), individuals born between approximately 1997 and 2012, represent a significant segment of the global population and consumer market. In Vietnam, Generation Z accounts for approximately 30% of the total population and holds significant purchasing power, estimated to reach approximately $82 billion by 2025 (Velasco et al. The increasing integration of digital technology into everyday life, with over 60% engaging in online shopping (Meliawati et al., 2023), underscores the need to understand Gen Z purchasing behavior, especially in the context of social media platforms such as TikTok.
The rapid growth of the Vietnamese fashion market, especially among Generation Z, is driven by their tendency to quickly adopt new trends and their preference for brands that effectively use influencer marketing (Tartaraj et al. Research by Nguyen & Duong (2024) shows that Generation Z is more prone to impulse purchases due to the influence of marketing strategies and social media interactions than previous generations. Therefore, focusing on this demographic group is crucial for brands that want to maximize their market share in Vietnam’s booming fashion sector. Generation Z exhibits distinct characteristics that influence their shopping behavior, especially their penchant for e-commerce platforms such as TikTok.
The platform has evolved from a purely video-sharing app to a robust e-commerce powerhouse with features such as TikTok Shops, which streamlines the shopping process by allowing users to browse, get product details, and complete purchases without leaving the app (Syah & Salim, 2024; Dahniar et al. Research shows that TikTok’s algorithm effectively curates content tailored to individual preferences, increasing user engagement and satisfaction (Zhao & Wagner, 2023). This proprietary algorithm is particularly appealing to Generation Z, who value personalized experiences (Meliawati et al. Recent findings confirm that Generation Z demonstrates a preference for shopping through social media, with a significant proportion of this demographic reporting that their purchase decisions are heavily influenced by social media platforms (Velasco et al., 2024; Meliawati et al.
This trend is complemented by the popularity of influencer marketing on TikTok, where Generation Z is more likely to trust recommendations from influencers than traditional advertising methods. TikTok’s appeal is further enhanced by the sense of community it fosters in Generation Z users, who engage not only with content but also with creators, enriching their shopping experience through community interaction and influence (Syah & Salim, 2024; Izza et al. Furthermore, TikTok is a fertile ground for fashion brands, as fashion products stand out among the platform’s popular products, (Kaniati et al., 2024; Ming et al. This 10 interactive shopping experience has proven to be effective, with fashion products accounting for a significant segment of sales generated through TikTok, driving more interactive consumer behavior than traditional online shopping (Kaniati et al.
However, the reality of researching this demographic group in the Vietnamese market is still a challenge due to the lack of research articles on fashion purchasing behavior on TikTok. Therefore, this study will contribute to understanding the factors influencing Generation Z's fashion product purchase intention through TikTok in Vietnam, forcing marketers to develop strategies that are aligned with their preferences and values.2 Research Objective The objective of this study is to define factors affecting the intention to buy fashion products on TikTok of Gen Z in Vietnam. Based on the result, it provides solutions to help businesses understand the importance of social media marketing and shape consumer preferences.understand the importance of social media marketing and shape consumer preferences.3 Scope of research This research will specifically focus on Generation Z consumers in Vietnam, defined as individuals born between 1997 and 2006. This will examine fashion products marketed on TikTok, including clothing, footwear, accessories, and related items.
Additionally, the study will take into account the unique cultural, economic, and social influences that shape consumer behavior within the Vietnamese market context. By concentrating on these elements, the research aims to provide a comprehensive understanding of how Generation Z in Vietnam interacts with fashion marketing on TikTok.4 Research Questions RQ1. What factors influence Gen Z's intention to buy fashion products via TikTok in Vietnam? RQ2. How do these factors influence Gen Z's intention to buy fashion products via TikTok in Vietnam? RQ3.
How do demographic factors (age, gender, income, education level, etc.) in Gen Z affect their intention to buy fashion products via TikTok in Vietnam? 1.5 Significance of study This research holds significant value for both academics and practitioners in the fashion industry. For academics, it contributes to the expanding body of knowledge surrounding Tiktok marketing and consumer behavior in the digital age, with a specific emphasis on Generation Z in Vietnam and the intricacies of the fashion sector. By focusing on this demographic, the study 11 provides valuable insights into the unique dynamics that characterize this market segment, thereby enriching the understanding of how digital platforms like TikTok shape consumer decisions and purchasing behaviors. This contribution is particularly important as it addresses a relatively underexplored area in existing literature, facilitating further academic inquiry into the intersection of social media marketing and consumer engagement.
For practitioners, the findings of this study offer actionable recommendations that fashion businesses can leverage to enhance their marketing strategies on TikTok. By identifying and analyzing the key factors that drive Generation Z's purchase intentions, companies can develop more effective and targeted campaigns tailored to this demographic's preferences and behaviors.