Research the factors that influence the purchasing decision of Ho Chi Minh City consumers on TikTok Shop. Belonging to a specialized group : Economics - Commerce - Marketing

Abstract

In April 2022, TikTok rocked the e-commerce market along with digital marketing by launching the TikTok Shop. TikTok's TikTok Shop has made the user's shopping experience a new page, viewers can shop directly when watching product ads in short video format on this social networking platform, without having to spend too much time and wait for page transitions like in the past. And we also know that online shopping is no longer a strange concept in the current digital age. Especially, in the current era, when users have a lot of choices about where they will shop online, from popular e-commerce platforms like Shopee or Lazada, to the official websites of retailers. But in recent times, there is a form of shopping that stands out, which is shopping combined with entertainment, and typical for this form is TikTok Shop. So, what are the factors that influence consumers' online shopping decisions on the TikTok Shop platform? That is also the core problem that the authors want to study and answer. By scientific research method, mainly qualitative and quantitative research methods, the author's team conducts to understand the scale of the topic, thereby developing and correcting the scale accordingly based on the group discussion. And, the authors also conducted preliminary research so that the scale could be most complete and conducted a survey on a large number. After collecting the data, the team continued to analyze the data and evaluate the results of the analysis. From there, make objective assessments and arguments from the data and propose solutions in practice. Regarding the results, the research has proved that out of the factors that the authors have proposed, the Rating & Reviews factor has the most impact on consumers' online shopping decisions on the TikTok Shop platform, followed by are quality factor, ease-to-use factor, marketing methods factor and price factor. With the results obtained, it is believed that there will be certain contributions in practice, creating a premise for businesses to have a basis to optimize the necessary aspects in the business process, as well as a foundation for further research which is more extensive than the current topic of the author's group.