The Impact of TikTok Advertising on Young People's Online Shopping Behavior during the Covid-19 Pandemic
AUTHORS
Hoang Cuu Long*,University of Economics Ho Chi Minh City - UEH, Vietnam
Nguyen Hoang Do Uyen,University of Economics Ho Chi Minh City - UEH, Vietnam
Duong Tran Lan Phuong,University of Economics Ho Chi Minh City - UEH, Vietnam
Nguyen Ha Phuong,University of Economics Ho Chi Minh City - UEH, Vietnam
Nguyen Hoai Truc Ngan,University of Economics Ho Chi Minh City - UEH, Vietnam
Le Thi Thanh Tam,University of Economics Ho Chi Minh City - UEH, Vietnam
ABSTRACT
Today, the social networking site with the most users in Vietnam is TikTok. This study was conducted to determine the factors affecting attitudes towards TikTok ads and their impact on young people’s online purchasing behavior in Ho Chi Minh City during the Covid-19 pandemic. Thus, it provides suggestions and solutions for firms to adapt to customers’ changing needs. This study used both qualitative and quantitative methodologies. The qualitative research focused on young people's attitudes on TikTok advertising and online shopping behavior. The Technology Acceptance Model and Theory of Planned Behavior provide the basis for the research framework. In addition, the quantitative methodology was conducted by Statistical Package for the Social Sciences and Analysis of Moment Structures software to identify the relationship between independent variables and dependent variables as well as examine differences in online shopping behavior according to demographic variables. The study findings show that the three factors that informativeness, interaction, and entertainment affect the attitude towards the advertisement of the TikTok variable but reliability, irritation, and advertising duration are not. The results of this study also show a positive relationship between attitudes towards advertisements and the online purchasing behavior of TikTok users. Based on these results, firms that promote online shopping services through TikTok ads will have a greater understanding of how advertisements influence young Vietnamese consumers' online buying behavior. Therefore, it will help them to create and deliver services more effectively than functional services to meet customers' needs.
KEYWORDS
Shopping online behavior, TikTok advertising, Young people, Technology Acceptance Model (TAM), Covid-19 pandemic, Ho Chi Minh City
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