Evaluating the impact of Tiktokshop's internal factors on the post- purchase behavior of the youngsters (aged 16-30) in Ho Chi Minh city a case in the fashion industry

Abstract

Short videos have become the most prominent media channel in Vietnam for building trust and influencing user purchasing behavior. According to Nielsen's research, 83% of users prefer watching video advertisements over GIFs or text. Thanks to digital transformation and consumer preferences, short videos have become a preferred format for brands to reach and engage customers. Social e-commerce has opened up a new field for online shopping through short videos, providing a more vibrant and direct experience for users, with TikTok being a notable platform in Vietnam. Customers often have exciting, creative, and fun shopping experiences when using short video platforms, as stated by (Jianlei, 2021). They seek enjoyment, value, and interactivity that differentiate from traditional shopping experiences. According to (X.C. & Q., 2021), short video content is fast-paced and impactful, stimulating visual and sensory sensations for customers. However, when consuming short videos in a "fast-food" manner, individuals may overlook considerations beyond immediate sensory pleasure. (Danning, 2019) points out that short videos have evolved into a complex medium that goes beyond one-way information dissemination. They combine content with functionality, enhance the relationship between users and platforms, and contribute to new consumer models. In summary, short videos have emerged as a powerful tool in Vietnam, capturing user attention, driving purchasing decisions, and offering an interactive and entertaining shopping experience. However, it is essential for both consumers and brands to approach short videos mindfully, considering their impact and potential complexities in order to maximize their benefits and minimize any negative effects.