M PRA

Munich Personal RePEc Archive

Factors affecting consumers’ intention to

shop online on TikTok social network in
Ho Chi Minh City

Nguyen, Binh Hai Thi and Nguyen, Luan Thanh

University of Finance-Marketing

10 April 2022

Online at https://mpra.ub.uni-muenchen.de/119044/
MPRA Paper No. 119044, posted 09 Nov 2023 09:30 UTC
 Conference on Business Management, Finance, Accounting and Commerce – BFAC 2022
ISBN:978-604-79-3149-1

Factors affecting consumers' intention to shop online on TikTok social network in

Ho Chi Minh City
Nguyen Thi Hai Binh1, Nguyen Thanh Luan1
1
University of Finance-Marketing
Abstract.
Today's society is increasingly developing, leading to the improvement and advancement
of technology, which has made the shopping needs of consumers more enhanced. The fact that
consumers choose to shop online on e-commerce platforms is gradually becoming more popular
and diverse. Especially not Shoppe, Lazada or Tiki but recently Tiktok is also gradually
becoming a place for people to entertain, shop and it is quite popular. This creates a lot of
opportunities and challenges as well as promotes the creativity and potential of businesses.
Therefore, this study was created with the aim to find out and explore the factors affecting the
intention to shop online on Tiktok of consumers in Ho Chi Minh City through the Public
Acceptance Model Theory. Turmeric (TAM). The research method used is conditional sampling.
A questionnaire will be used to collect data from consumers who often shop online to clarify the
factors affecting their decision on Tiktok, namely Perceived usefulness (PUF), Perceived ease of
use (PEU), Acceptance attitude (ACA), Consumer confidence (CCF), Subjective standards (SJS),
Intention to use (ITU). The experts checked through the questions established through the face
value and the content value to ensure the validity and reliability of the survey tool. The findings
show the difference in the positive impact of surrounding factors on consumers' shopping
intention on Tiktok social network in Ho Chi Minh City.
Keywords. Online shopping; Tiktok social network; consumer trust; TAM
1. Introduction
The e-commerce sector started to emerge around 1994. Around the world, this rising
trade transition from traditional brick-and-mortar retail sales in stores and shopping centers to
Internet commerce is continually changing. Global retail e-commerce sales hit USD 2.3 billion in
2017; by 2021, they are expected to reach USD 4.48 billion (Statista, 2017). Asia, where over
$1.35 billion was invested in 2017, is where the expansion of online shopping is most noticeable
(Orendorff, 2018). The influence of factors on customers' intentions to purchase online is a key
aspect in this development trend for reaching consumers and giving businesses a competitive
edge. Due to the emergence and rapid growth of e-commerce websites, shopping is no longer as
difficult as it once was. Studies on the variables influencing consumers' purchase intentions
abound, including those by Jae Kim et al. (2004), Rong Li et al. (2007), Sita Mishra (2014), and
Bui Thanh Trang (2019). Previous research, however, is just temporary and hasn't yet adapted to
the new development needs of the e-commerce sector.
According to the forecast of the Vietnam E-commerce Association (VECOM), the online
retail commerce market will grow rapidly in the coming years, the size of the online retail market
is estimated at 13 billion USD, using use about 5% of the total retail value of consumer goods
and services nationwide by 2020. Major e-commerce sites in Vietnam include TikTok, Shopee,
Lazada, Tiki, Sendo, eBay, Amazon, etc. In it, Tiktok. Tiktok ranked third on the ranking of the
most used e-commerce applications by users in 2023 With VND 6,000 billion in revenue (equal
to 80% of Lazada), Tiktok Shop has more than 68,000 shops with sales and 42.1 million products
sold in the first 3 months of this year. Previously, in Metric's 2022 e-commerce market overview
report, TikTok’s 1-month revenue was equivalent to 80% of Lazada's revenue in the same period
and 4 times more than Tiki's revenue. On average, TikTok has a revenue of 56.6 billion VND per
day and 434,000 products are sold. These are impressive numbers that other e-commerce

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platforms take years to build. But in order to maintain and increase the level of customer usage,
it is very important to clarify the factors affecting purchase intention.
Shopping through online channels brings many benefits to consumers such as: Saving
resources, independent of time and space (Sarkar, 2011). However, consumers also face many
barriers such as: Misunderstanding the uses and characteristics of products, Difficulty assessing
product quality before buying, risk of personal information disclosure or loss of property. Mainly
related to the payment, product quality is dented during transportation. The inevitable risks in
online commerce (Kim & Koo, 2016).
The objective of this study is to study the factors that influence consumers' intention to
shop online on the social network TikTok in Ho Chi Minh City. This study's specific goal is to
investigate the variables that affect customers' intent to shop online in Ho Chi Minh City via the
social network TikTok. The study will assist administrators in having a better understanding of
people's purchasing intentions and in having orientations to maintain, attract, and e-commerce
development by reviewing and evaluating the influence of these elements. From this research,
businesses and companies will better understand the basic and essential factors and needs of
customers to come up with advertising, business, and product improvement strategies. to give
consumers the best experience. As the social network TikTok is currently being used by many
people, both young and old, this study will clarify some of the factors that lead to the
attractiveness of consumers when using TikTok, Based on that, the company will know what
factors in which areas need to be developed, promoted, and created close and close relationships
with customers.
This study is divided into seven sections. The first section is on the introduction of this
research. Following this, section 2 briefly overviews the relevant literature, and the underlying
definitions of factors affecting consumers' intention to shop online on TikTok social network.
Section 3 discusses our study framework before the research methodology is derived in Section
4, and the findings are emphasized in Section 5. As for the remainder, Section 5.6.6.1 discusses
such findings, while some practical managerial and theoretical implications to practitioners and
researchers are also provided. Finally, Section 6 concentrates on the research limitation and
future direction for future studies.
2. Literature Review and Hypotheses development
2.1. Literature Review
2.1.1. The concept of consumer behavior
Consumer behavior refers to how people search for, buy, use, and evaluate goods and
services that they expect to meet their specific requirements. Consumer behavior is also
described as "the specific behavior of an individual when making decisions to purchase, use, and
dispose of a product or service" by Lamb et al. in their 2000 study. In other words, consumer
behavior refers to a group of acts, feelings, and ideas that consumers take while making a
purchase. When the customer has a need to act after purchasing the product, this behavior starts.
The customer purchase decision process is what is known as. In general, consumer behavior
definitions emphasize elements of the consumer's purchasing choice process such as knowledge,
information search, customer post-purchase reaction and relationship interactions between that
process and external factors that directly and indirectly affect it.
2.1.2. The concept of E-commerce
E-commerce includes the production, advertising, sale, and distribution of products
bought, sold, and paid for on the Internet, but physically delivered, both delivered products, as
well as digitized information via the Internet, states the World Trade Organization (WTO), which

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was adopted by the Minister of Geneva in 1998. E-commerce refers to the interchange, purchase,
and sale of goods and services through electronic channels like the Internet (Nguyen Dinh Luan,
2015). (Decree No. 52/2013/ND-CP of the Government on e-commerce, 2013) An e-commerce
website is an electronic information page created to support part or the entire process of buying
and selling goods or providing services, from displaying and introducing goods and services to
signing contracts. service provision, payment, and after-sales service.

2.1.3. The concept of online purchase attention

Alsamydai (2016) affirmed that purchase intention is driven by viral advertisements
related to products, services, ideas, or anything else. According to Solomon (2014), intention is a
factor that represents an individual's ability to perform a future behavior. therefore online
shopping intention is the probability that a consumer will make a purchase over the Internet,
Online purchase intention is measured by the consumer's shopping expectations and
consideration for the item/service there. It can be purchase intent can be used to test new
distribution channel implementations to help managers determine if the concept deserves further
development and decide on geographic and segmentation markets. Their significance stems from
the fact that intent is seen as a crucial component of any online retailer's success the primary
assessed variable recommended by this study to understand the attitude and internal elements
that finally lead to online purchasing intention is purchase intention. interpreted as the level of
consumer willingness to purchase goods from an online retailer.
2.1.4. Technology Acceptance Model (TAM)
The Technology Acceptance Model (TAM) was developed from the behavioral model of
reasonable actions and behaviors intended by (Davis, 1989) to predict acceptance of public
services, systems, and information technology. The purpose of this model is to predict the
acceptability of a tool and determine the Modifications that must be introduced into the system to
make it user-acceptable. This model suggests that The acceptability of an information system is
determined by two main factors: perceived usefulness, perceived ease of use, and ease of use.

2.2. Hypotheses development

Perceived usefullness

H1
Perceived ease of use H2

Acceptance attitude H3
Intention to use
H4
Consumer confidence
H5

Subjective standards

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Figure 1. Research model

In the research model (Figure 1), perceived usefullnessare, perceived ease of use,
acceptance attitude, consumer confidence, subjective standards are considered factors affecting
consumers' intention to shop online on TikTok social network at HCM City.

2.2.1. Perceived usefulness (PUF)

According to TAM (Agag and El Masry, 2016), Perceived usefulness is one of the
perceived factors of IT adoption (Agag and El Masry, 2016) It refers to one's belief in improving
Performance improvement and productivity improvement will be achieved by using new
technology with the very idea that people will adopt IT if they see that the technology will
improve their performance. E-commerce is also perceived as useful from the perspective of
consumers who have been studied in terms of how they perceive efficiency, productivity, and
importance in relation to e-stores. It will be understood as the perception of consumers that
purchasing through online stores will improve the outcome of their shopping experience. As a
result, it is expected that if an online store improves the outcome of the shopping experience,
then the consumer will evaluate e-commerce favorably.
Among the studies conducted during the study period, PU was the most used factor in the
evaluation process affecting online shopping decisions on TikTok from customers. In other
words, when a customer is increasingly aware of the usefulness of an online shopping service, it
is expected that his or her use of TikTok for shopping will increase. The usefulness of e-
commerce sites can be realized through the fact that transactions can be done quickly, anytime,
anywhere, thereby saving travel costs, working time, and other benefits. This benefit helps to
improve work efficiency and easily find to meet your needs Therefore, the proposed research
hypothesis is
H1. The perceived usefulness of online stores has a positive effect on consumers’
attitudes toward online shopping.
2.2.2. Perceived ease of use (PEU)
For new information systems, studies have concluded that PEU has a positive
relationship with customers' intention to use behavior. Liebana-cabanillas et al (2014) found PEU
to be an important variable affecting online shopping intention. Meanwhile, Sharma (2017) used
an extended TAM model to study the factors affecting the intended behavior of users with e-
commerce services and concluded that customers in Oman are not only interested in useful
online shopping but also interested in ease and convenience because most of the customers using
TikTok in this country are young customers. Studies in the period 2014 - June 2018 PEU lead to
the conclusion that PEU has a positive effect on customers' intention to use TikTok (Alalwan,
2016; Priya, 2018; Hanafizadeh, 2014; Sharma, 2017).

H2. Perceived ease of use is positively correlated with online shopping behavior.
2.2.3. Acceptance attitude ( ACA)
Attitudes are learned and developed over a certain period and are often difficult to change
but can be inspired by satisfying psychology motivational (Lien and Cao, 2014). Over time as
individuals learn new concepts about the idea or object they are evaluating attitude is an
important determinant of the predisposition of an individual and has a positive relationship with
behavior. It is defined as the level to which an individual makes a positive or negative
assessment of behavior. According to TRA, intentions are the outcome of the attitude toward
given conduct: the more the positive attitude toward a behavior, the larger the intention of

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carrying out the activity (Amaro and Duarte, 2015). It is then expected that, if the assessment of
the consumer towards buying online is positive, the consumer intention to buy through online
stores will increase. Thus, the third study hypothesis is proposed, and the influence of
moderation of online shopping behavior.
H3. Attitude toward e-commerce has a positive effect on online purchase intention.
2.2.4 Consumer confidence (CCF)
Trust is said to have an indirect impact on purchase intention in Jarvenpaa and
Tractinsky's (1999) study. Consumers' propensity to buy from online vendors depends on their
level of trust, which makes it easier for them to reveal personal information, make purchases, and
abide by web provider recommendations. consumption for the retail space. Internet buying can
be viewed as a type of purposeful activity phenomenon that is also influenced by customer trust,
in accordance with the idea of rational action (Jong & Lee, 2000). According to Chow and Chan
(2008), consumer purchase intention is influenced by trust in addition to attitude. Based on this,
the author proposes the following hypothesis:
H4. Consumer confidence is positively related to online shopping behavior.
2.2.5. Subjective standards (SJS)
(Senecal and Nantel, 2002) “reference sources of information influence consumer
intention to buy” online products”. Individuals tend to act according to the principles they
believe others are close to, loved, admired, or desired by other reference groups (McClellan,
1987). Research by Nguyen Phong Tuan (2011), and Heru Iranto (2015) has confirmed the
subjective norm is positively related to consumer purchase intention.
H5. Subjective norm has a positive correlation with online shopping behavior
2.2.6. Intention to use (ITU)
The best indicator of one's preparedness to engage in particular conduct is the intent to
utilize mentioning, in order to avoid complications with interpreting multidimensional system
usage features. DeLone & McLean (2003) indicate that such intention remains a very important
alternative, early system usage and intended usage in the future can differ. This objective in
terms of IT shows an understanding of advantages and simplicity. More specifically, it is the
propensity to implement work systems, set clear objectives, and enhance performance in the
workplace. Belief influencing the decision to use E-Commerce Adoption has to do with
understanding the advantages and simplicity.
3. Research methodology
3.1. Target population
The target audience of this study is people who use direct social networks for shopping
and more specifically Tiktok social networks. Ho Chi Minh City was also selected for this study
because it converges the whole country with diverse knowledge, experiences and perspectives
(Tien, Luan, et al., 2023). However, this study lacks the sampling framework in HCMC and the
list of consumers using non-probability sampling (C. N. B. Dang et al., 2023; L.-T. Nguyen,
2023). In addition, judgmental sampling was involved in this study because, based on several
previous papers, the researchers selected time- and cost-effective samples (L.-T. Nguyen, Duc, et
al., 2023).

3.2. Measures, questionnaire design, and data collection

This survey uses qualifying questions to filter respondents who have or have never
purchased on the e-commerce site Tiktok, knowing that TikTok is used as a marketing platform.
The current study used an electronic questionnaire provided through Google Forms. All

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questionnaire items were revised and updated from previous research based on the results of a
literature review. extended to ensure the validity of the content. A panel of experts then evaluates
the selected items to validate their content. First, the questionnaire was modified from previous
research conducted in English. It is then translated from English to Vietnamese before being
executed in Vietnamese, the official language and also the language most used by Vietnamese
logistics staff, and then back to English to ensure Specifically, Perceived usefulness (PUF),
Perceived ease of use (PEU), Acceptance attitude (ACA), Consumer confidence (CCF),
Subjective standards (SJS), Intention to use (ITU). In addition, a 7-point Likert scale, ranging
from (1) strongly disagree to (7) strongly agree, was chosen for the measurement due to its
benefits, including increased dispersion and reduced neutral response (T. T. C. Phan et al., 2023).
According to the PLS document, a research model should have a sample size of 10 times the
most complex relationship (Phan et al., 2023). On the other hand, G*Power statistics software
version 3.1 recommends a minimum sample size of 92 for effect size f2 = 0.15 probability of
error = 0.05, power level (1-β) ) = 0.8 and the number of predictors = 5.of predictors = 5..
4. Data analysis and results
4.1. Statistical analysis
For more information, this study examined 115 online shoppers in HCMC: Table 2 shows
that while men make up only 42.61% of the sample, women make up 57.39%.46% of the
population under 20 years of age and 42.61%, or a substantial portion, are between the ages of
20–25. While over the age of 25 is 17.39%.52.17% of the respondents who are attending a
college or university, followed by 29.65% at the high school level.
Table 1. Components and Measurements
Constructs Items References

PUF1.I can get things cheaper when I shop online.

Perceived PUF2. I can buy all kinds of products through online shopping Khomson Tunsakul
usefulness (PUF) PUF3. Online shopping saves me time (2020)
PUF4 Make it easy for me to compare prices between products.
PEU1. Online shopping on Tiktok is very easy for me
Perceived ease of PEU2. It's easy for me to make purchases on TikTok Venkatesh, V., & Davis,
use (PEU) PEU3. Make it easy for me to find what I need F. D. (2000)
PEU4. I can complete the transaction quickly

Acceptance ACA1. Online shopping is a good/good idea Alhassan Muhmin

attitude (ACA) ACA2. Online shopping is a wise idea (2010)
ACA3. Online shopping is interesting
CCF1. I believe that Tiktok will act in the best interests of customers
Consumer CCF2. I believe TikTok is trustworthy
CCF3. I believe that TikTok will make commitments such as return and Olivia Rockeman 2022
confidence (CCF)
product warranty
CCF4. I believe the information that TikTok provides
Subjective SJS1. People who are important to me will advise me to shop online Pavlou & Fygenson
standards (SJS) SJS2. Most of the people I consult will shop online (2006);
SJS3. Using TikTok is considered a popular form of shopping
Pavlou & Fygenson
Intention to use ITU1. I will use the Tiktok platform to shop when necessary
ITU2. I intend to shop online in the near future (2006), Hong & Cha
(ITU)
ITU3. I will recommend my friends to shop online (2013)

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4.2. Assessing the outer measurement model

Verifying the evaluation of the outer model is important before testing the assumptions in the
inner model. First, Table 3 demonstrates that the ρA values for internal consistency reliability, a
technique for assessing construct dependability, are all more than the advised cutoff point of 0.70
(B.-T. H. Nguyen et al., 2023; L.-T. Nguyen, Nguyen, et al., 2022). Thus, high dependability
across all structures is confirmed by the ρA and composite reliability tests.

Table 2. Descriptive statistics

Frequency
Demographic characteristics Percentage
( Total: 115)

Gender Female 66 57.39%

Male 49 42.61%

Age Under 20 years old 46 40%

From 20 to 25 years old 49 42.61%

Over 25 years old 20 17.39%

Academic level High school 34 29.65%

Colleges/University 60 52.17%

Graduated 21 18.26%

Monthly income Under 5.000.000đ 57 49.56%

From 5.000.000đ – 10.000.000đ 18 15.65%

Over 10.000.000đ 40 34.79%

Online shopping
(number of Once/month 36 31.3%
times/month)

Two to four times/month 47 40.87%

Over five times/month 32 27.82%

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Time using TikTok

Less than 1 hour/day 52 45.22%
for online shopping

From 1 to 2 hours/day 42 36.52%

Over 2 hours/day 21 18.26%

Note: n=115

Table 3. Descriptive Statistics and Reliability Coefficients for Constructs

Average
Latent
Outer Composit Variance
Construct Items ρA Rho_a
loading Reliability Extracted
(AVE)

PUF PUF1 0.882 0.897 0.897 0.928 0.764

PUF2 0.880

PUF3 0.851

PUF4 0.882

PEU PEU1 0.941 0.877 0.894 0.917 0.735

PEU2 0.901

PEU3 0.824

PEU4 0.751

ACA ACA1 0.801 0.785 0.792 0.874 0.699

ACA2 0.848

ACA3 0.858

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CCF CCF1 0.887 0.893 0.895 0.926 0.757

CCF2 0.876

CCF3 0.864

CCF4 0.853

SJS SJS1 0.925 0.883 0.886 0.928 0.811

SJS2 0.908

SJS3 0.868

ITU ITU1 0.854 0.819 0.821 0.892 0.734

ITU2 0.867

ITU3 0.849

Note(s): PUF = Perceived usefulness; PEU = Perceived ease of use; ACA = Acceptance attitude; CCF = Consumer
confidence; SJS = Subjective standards; ITU = Intention to use.

The measurement model's validity is next tested for convergent and discriminant fact. The results
in Table 3 show that the items have strong internal consistency and reliability, as seen by the fact
that all construct item loadings are greater than 0.7, each construct's Cronbach's alpha is greater
than 0.7, and the composite reliability is greater than 0.7 (T. Q. Dang, Nguyen, et al., 2023; H.-B.
Nguyen & Nguyen, 2021; Tien, Tri, et al., 2023). According to Table 4, the correlations along the
diagonal between comparable latent variables (shown in bold type) are larger than those between
dissimilar latent variables for the Fornell-Larcker value (D. T. V. Dang et al., 2022; L.-T.
Nguyen, Dwivedi, et al., 2022).
Table 4. Cross Loading
ACA CCF ITU PEU PUF SJS
ACA1: 0,801 0,486 0,453 0,613 0,609 0,562
ACA2: 0,848 0,718 0,551 0,583 0,608 0,683
ACA3: 0,858 0,64 0,52 0,581 0,601 0,614
CCF1: 0,687 0,887 0,736 0,652 0,589 0,742
CCF2: 0,602 0,876 0,732 0,64 0,571 0,7
CCF3: 0,575 0,864 0,711 0,688 0,597 0,698
CCF4: 0,73 0,853 0,645 0,633 0,65 0,719
ITU1: 0,601 0,76 0,854 0,722 0,612 0,672
ITU2: 0,507 0,678 0,867 0,647 0,565 0,684
ITU3: 0,451 0,646 0,849 0,524 0,412 0,661
PEU1: 0,666 0,718 0,717 0,941 0,725 0,691
PEU2: 0,601 0,655 0,68 0,901 0,624 0,633

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PEU3: 0,589 0,638 0,591 0,824 0,655 0,504

PEU4: 0,565 0,555 0,537 0,751 0,702 0,543
PUF1: 0,619 0,568 0,532 0,681 0,882 0,613
PUF2: 0,778 0,72 0,547 0,693 0,88 0,676
PUF3: 0,544 0,558 0,531 0,652 0,851 0,524
PUF4: 0,586 0,565 0,566 0,714 0,882 0,555
SJS1: 0,758 0,765 0,718 0,632 0,635 0,925
SJS2: 0,645 0,709 0,736 0,653 0,609 0,908
SJS3: 0,607 0,746 0,663 0,594 0,587 0,868

Table 5. Fornell Larker Criterion

ACA CCF ITU PEU PUF SJS
ACA 0.836
CCF 0.743 0.87
ITU 0.610 0.814 0.857
PEU 0.706 0.751 0.741 0.858
PUF 0.723 0.69 0.623 0.784 0.874
SJS 0.745 0.821 0.785 0.696 0.678 0.900

Following that, we evaluated the structural model's linkages and capacity for explanation. For the
structural model analysis in this study, SmartPLS was used using 110 introduction samples. To
get accurate standard errors or t-values, the bootstrapping approach was used to assess the
statistical significance of parameter estimations (Nguyen et al., 2023).

Figure 2. Structural Model Evaluation

Table 6. Outcome of structural model examination
Original Sample Standard T statistics P values
sample mean (M) deviation (|O/STDE

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(O) (STDEV) V|)

ACA -> ITU -0,182 -0,16 0,112 1,633 0,103 Unsupported
CCF -> ITU 0,436 0,423 0,162 2,689 0,007 Supported
PEU -> ITU 0,325 0,304 0,128 2,545 0,011 Supported
PUF -> ITU -0,053 -0,026 0,111 0,477 0,633 Unsupported
SJS -> ITU 0,372 0,364 0,121 3,081 0,002 Supported
Note(s): PUF = Perceived usefulness; PEU = Perceived ease of use; ACA = Acceptance attitude;
CCF = Consumer confidence; SJS = Subjective standards; ITU = Intention to use.
4.3. Discussion
Our study demonstrates the robustness and consistency of experimental models
throughout the study. An e-commerce site will not be able to compete in the online shopping
market if it does not provide clear, relevant content and interact with customers directly (Dang et
al., 2023). The link between customer loyalty and the comprehensive mediation of e-commerce
will satisfy the minimal needs of users.
Online shopping content has benefited from the practical contributions and intentions of
the present study. First, although sufficient to analyze and evaluate the initiation processes used,
the Small samples may limit the ability to generalize results according to the most accurate
argument. Second, to investigate this effect, the study used a cross-device survey technique and
did not collect information on the type of device response used to complete the questionnaire
(Phan et al., 2023).
Therefore, future studies may focus on conducting large-scale studies targeting certain
mobile and other consumer profiles of commerce sites. electronic. To prevent participant
boredom in certain types of research, the length of the questionnaire is the norm. Researchers
should develop effective mobile surveys that allow and encourage completion. on the entire
population. In addition, researchers can include conceptual models that are important for
marketing and providing additional information about e-commerce.
5. Conclusion
Today with the development of digital, technology, ... online shopping is no longer
strange and becoming more and more popular. Buying and selling products is based on the
experience of reviewers - this TikTok has done very effectively. The TikTok app can be
downloaded easily and for free, allowing users to shop and share experiences, which is especially
interesting to today's youth - who are always up-to-date and follow aggressive ads. The existence
of TikTok has greatly influenced the shopping decisions of consumers, especially young people,
whether internationally or in Vietnam. For Vietnam, TikTok has brought a lot of benefits and
development to businesses, helping to expand the market and increase product purchase
decisions through the TikTok channel.
To enhance consumers' online purchase intention, TikTok has successfully implemented
their behavioral impact strategy that seeks to reduce consumers' perceived risk. Therefore, online
shopping has become a popular and growing shopping method in the world as well as in
Vietnam. Since the shopping process is done through the Internet, online shopping has many
advantages over traditional shopping. For businesses, selling online is considered an effective
distribution channel, it helps TikTok reduce costs as well as remove geographical barriers. For
consumers, online shopping brings them a lot of benefits such as: quick transactions, time-
saving, easy to find product information, attractive prices... Therefore, the rate is high.
Consumers shop online and the revenue from this activity is constantly increasing over time.

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