Influence of Tiktok video content on youth people's online shopping intention for fashion items
Main Article Content
Abstract
This study delves into the influence of TikTok video content factors - Entertainment, Information, Usefulness, and Interaction - on the online purchase intention of fashion items among young consumers. Drawing upon the Integrated Theory of Planned Behavior, ABC model (Attitude, Behavior, Context), and Mobile Technology Acceptance Model framework, the research examines how these factors shape consumer behavior on popular social media platforms. A quantitative approach was employed, utilizing survey data collected from 620 young respondents in Vietnam. The findings reveal that Entertainment, Information, Usefulness, and Interaction significantly impact online purchase intention, with Usefulness and Interaction emerging as the primary drivers. However, the study also acknowledges several limitations, including sample size constraints and potential biases inherent in self-reported data. Future research directions include longitudinal studies to explore the dynamic nature of consumer behavior on TikTok and comparative studies across different demographic groups to enhance generalizability. This study contributes valuable insights for marketers and advertisers seeking to leverage TikTok as a platform for engaging young consumers and driving online purchase behavior in the fashion industry.
Article Details
Keywords
Online shopping, Short-form video, TikTok video, Young fashion, Young people
References
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Vazquez, D., & Xu, X. (2009). Investigating linkages between online purchase behaviour variables. International Journal of Retail and Distribution Management, 37(5), 408-419. https://doi.org/10.1108/09590550910954900
Limbu, Y. B., Wolf, M., & Lunsford, D. (2012). Perceived ethics of online retailers and consumer behavioral intentions: the mediating roles of trust and attitude. Journal of Research in Interactive Marketing, 6(2), 133-154. https://doi.org/10.1108/17505931211265435
Appota Group. (2021). Vietnam Mobile Application Report 2021. https://www.slideshare.net/appota/vietnam-mobile-application-report-2021
Tomorrow Marketers. (2019). Các loại hình quảng cáo trên Tiktok [Types of advertising on Tiktok]. https://blog.tomorrowmarketers.org/cac-loai-hinh-quang-cao-tren-tiktok/
Bhat, S. A., Islam, S. B., & Sheikh, A. H. (2021). Evaluating the influence of consumer demographics on online purchase intention: An e-tail perspective. Paradigm, 25(1), 141-160. https://doi.org/10.1177/09718907211045185
Baubonien, Z. & Guleviit, G. (2015). E-commerce factors influencing online shopping behavior. Social technologies. 5(1). 74-81. doi:10.13165/ST-15-5-1-06
Makhitha, K., & Ngobeni, K. (2021). The influence of demographic factors on perceived risks affecting attitude towards online shopping. South Africa Journal of Information Management, 23(1). 1-9. http://dx.doi.org/10.4102/sajim.v23i1.1283
Keyurkumar, Bhatt, V., & Nagvadia, J. (2021). Measuring impact of factors influencing to consumer buying intention with respect to online shopping. International Journal Of Management, 12(1), 230-242. 10.34218/IJM.12.1.2021.019
Sethna, B., Hazari, S., & Bergeil, B. (2017). Influence of user-generated content in online shopping: Impact of gender on purchase behavior, trust, and intention to purchase. International Journal of Electronic Marketing and Retailing, 8(4), 344-371. 10.1504/IJEMR.2017.10008550
D’Souza, D. (2021). TikTok: What It Is, How It Works, and Why It's Popular?. Investopedia.com. https://www.investopedia.com/what-is-tiktok-4588933
Keller, K. L., & Kotler, P. (2016). Marketing management (15th ed). London: Pearson Education Limited.
Hsu, S. C. (1987). English of Management. Taiwan: Tunghua Publishing.
Dodds, B. W., Monroe, K. B., & Grewal, D. (1991). Effect of price, brand, and store information on buyer’s product evaluation. Journal of Marketing Research, 28(3), 307-319. 10.2307/3172866
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2001). Consumer Behavior. South-Western: Division of Thomson Learning, Cincinatti, OH.
Shao, C. Y., Baker, J., & Wagner, J. A. (2004). The effects of appropriateness of services contact personnel dress on customer expectations of involvement and gender. Journal of Business Research, 57(10), 1164-1176. https://doi.org/10.1016/S0148-2963(02)00326-0
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. 10.1002/hbe2.195
Han, H., & Kim, Y. (2010). An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior. International Journal of Hospitality Management, 29(2), 659–668. https://doi.org/10.1016/j.ijhm.2010.01.001
Katz, D. (1937). Attitude measurement as a method in social psychology. Social Forces, 15(4), 479–482. https://doi.org/10.2307/2571413
Lu, J., Yao, J. E., & Yu, C. S. (2005). Personal innovativeness, social influences and adoption of wireless Internet services via mobile technology. Journal Of Strategic Information Systems, 14(3), 245-268. https://doi.org/10.1016/j.jsis.2005.07.003
Ducoffe, R. H. (1996). Advertising value and advertising on the Web. Journal of Advertising Research, 36(5), 21–35. https://link.gale.com/apps/doc/A76914157/AONE?u=anon~a7a1d3a6&sid=googleScholar&xid=4e75d3bc
Nguyen Ngoc, Duffy, B. G., Shulmeister, J., & Quigley, M. C. (2013). Supplementary information: Palynology and geochemistry data and methods, and section age model. Journal of Business and Management, 61(4), 99–114. https://doi.org/10.112521314/1410331-53
Eze, U. C., & Lee, C. H. (2012). Consumers’ attitude towards advertising. International Journal of Business and Management, 7(13), 94–108. 10.5539/ijbm.v7n13p94
Lana, K. B., & Benjamin, N. C. (2001). Cyberspace advertising vs. other media: Consumer vs. matures student attitudes. Journal of Advertising Research, 41(5), 23–34. 10.2501/JAR-41-5-23-32
Ling, K. C., Piew, T. H., & Chai, L. K. (2010). The determinants of consumers’ attitude towards advertising. Canadian Social Science, 6(4), 114–126. 10.3968/J.CSS.1923669720100604.012
Petrovici, D., & Marinov, M. (2005). Determinants and antecedents of general attitudes towards advertising. European Journal of Marketing, 41(3), 307–326. 10.1108/03090560710728354
Nguyen Thi Thanh Huyen & Vu Thi Tuyet Mai (2020). Nghiên cứu các yếu tố ảnh hưởng đến hành vi chia sẻ video quảng cáo của người tiêu dùng trên mạng xã hội [Research Factors Influencing Consumer Video Sharing Behavior on Social Networks]. Conference on Information Technology and its Applications, (pp. 284-291). VietNam - Korea University of Information and Communication Technology. https://elib.vku.udn.vn/bitstream/123456789/773/1/B40.284-291.pdf
Luna-Nevarez, C., & Torres, I. M. (2015). Consumer attitudes toward social network advertising. Journal of Current Issues & Research in Advertising, 36(1), 1-19. 10.1080/10641734.2014.912595
Cho, C., & Leckenby, J. D. (1999). Interactivity as a Measure of Advertising Effectiveness: Antecedents and Consequences of Interactivity in Web Advertising. In American Academy of Advertising (Eds.), Conference of the American Academy of Advertising (pp.162-179). University of Florida.
Wu, G. (1999). Perceived Interactivity and Attitude Toward The Website. In American Academy of Advertising (Eds.), Conference of American Academy of Advertising Albuquerque Mexico (pp.254-262). University of Texas.
Sukpanich, N., & Chen, L. (2000). Interactivity As The Driving Force Behind E-Commerce. AMCIS 2000 PROCEEDINGS (pp.834 – 836). https://aisel.aisnet.org/amcis2000/244
Ngo My Tran, & Mai Ngoc Van. (2017). Phân tích tác động của quảng cáo qua mạng xã hội đến ý định mua sắm của người tiêu dùng tại Thành phố Cần Thơ [The impact of social network advertising on customers’ perchase intention in Can Tho city]. Tạp chí Khoa học Trường Đại học Cần Thơ [Science Journal of Can Tho University], 48(d), 67-68. 10.22144/ctu.jvn.2017.631
Nguyen Dinh Tho & Nguyen Thi Mai Trang (2015). Nghiên cứu Thị trường [Market research]. Ho Chi Minh City: University of Economics, Ho Chi Minh City Press.
Thabane, L., Ma, J., Chu, R., Cheng, J., Ismaila, A., Rios, L. P., . . . Goldsmith, C. H. (2010). A tutorial on pilot studies: The what, why, and how. BMC Medical Research Methodology, 10(1), 1-10. https://doi.org/10.1186/1471-2288-10-1
Zainudin, A., Asyraf, A., & Mustafa, M. (2016). The Likert scale analysis using parametric-based Structural Equation Modeling (SEM). Computational Methods in Social Sciences, 4(1), 13-21. https://www.ceeol.com/search/article-detail?id=418522
Sheard, J. (2018). Quantitative data analysis. In K. Williamson, & G. Johanson (Eds.). Research methods: Information, systems, and contexts (2nd Ed., pp.157-191)). Netherlands: Elsevier.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed). NJ: Prentice-Hall.
Gorsuch, R. L. (1983). Factor analysis (2nd ed). Mahwah: Lawrence Erlbaum Associates.
Rovinelli, R. J., & Hambleton, R. K. (1977). On the use of content specialists in the assessment of criterion-referenced test item validity. Institute of Education Science, 2(2), 49-60. https://api.semanticscholar.org/CorpusID:59042188
Dao, W. V., Le, A. N., Cheng, J. M., & Chen, D. C. (2014). Social media advertising value: The case of transitional economies in Southeast Asia. International Journal of Advertising, 33(2), 271-294. 10.2501/IJA-33-2-271-294
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Hillsdale: NJ Lawrence Erlbaum Associates.
Alwitt, L. F., & Prabhaker, P. R. (1992). Functional and belief dimensions of attitudes to television advertising: Implications for copy testing. Journal of Advertising Research, 32(5), 30-42. https://api.semanticscholar.org/CorpusID:169368364
Tsang, & El-Ashmawy. (2014). Measuring university students' attitude towards Facebook advertising. The Macrotheme Review, 3(9), 40-55. https://api.semanticscholar.org/CorpusID:114467779
Nguyen Duy Thanh, Tran Dinh Nghia, & Pham Manh Cuong (2013). Proposing a model of accepting online advertising on social networks in Vietnam. Journal of Science and Technology Development, 16 (Q3), 5-18. 10.32508/stdj.v16i3.1626
Rotzoll, K. B., Haefner, J. E., & Sandage, C. H. (2009). Advertising in contemporary society. West Chicago: IL: South-Western Publishing Company.
Kotler, P., & Keller, K. (2006). Marketing Management (12th Ed.). Prentice-Hall: Upper Saddle River.
Van der Waldt, D. L., Van Loggerenberg, M., & Wehmeyer, L. (2009). Celebrity endorsements versus created spokespersons in advertising: A survey among students. South African Journal of Economic and Management Sciences, 12(1), 100-114. 10.4102/sajems.v12i1.263
Schlosser, A. E., Shavitt, S., & Kanfer, A. (1999). Survey of internet users’ attitudes toward internet advertising. Journal of Interactive Marketing, 13(3), 34-54. https://doi.org/10.1002/(SICI)1520-6653(199922)13:3<34::AID-DIR3>3.0.CO;2-R
Chowdhury, H. K., Parvin, N., Weitenberner, C., & Becker, M. (2006). Consumer attitude toward mobile advertising in an emerging market: An empirical study. International Journal of Mobile Marketing, 1(2), 33-41. https://api.semanticscholar.org/CorpusID:168093008
Hausman, A. V., & Jeffrey, S. S. (2009). The Effect Of Web Interface Features On Consumer Online Purchase Intentions. Journal Of Business Research, 62(1), 5-13. https://doi.org/10.1016/j.jbusres.2008.01.018
Kim, J. U., Kim, I. W., & Park, S. C. (2010). Consumer Perceptions On Web Advertisements And Motivation Factors To Purchase In The Online Shopping. Computers In Human Behavior, 26(5), 1208-1222. https://doi.org/10.1016/j.chb.2010.03.032
Kim, Y. J., & Han, J. (2014). Computers In Human Behavior Why Smartphone Advertising Attracts Customers : A Model Of Web Advertising, Flow, And Personalization. Computers In Human Behavior, 33, 256-269. https://doi.org/10.1016/j.chb.2014.01.015
Gefen, D. (2000). E-commerce: The Role of Familiarity and Trust. The International Journal of Management Science, 28(6), 725–737. https://doi.org/10.1016/S0305-0483(00)00021-9
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in Online Shopping: An Integrated Model. Management Information System, 27(1), 51–90. 10.2307/30036519
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