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The impact of perceived risk on Gen Z consumers’ purchase intention on TikTok Shop in Ho Chi Minh City

Nguyen Xuan Thinh: La Trobe University; Ton Bich Tuong: Foreign Trade University - Ho Chi Minh City Campus;
doi:10.62831/nckh.2026.193.v1

Tóm tắt

This study examines the impact of perceived risk on purchase intention among Generation Z consumers using TikTok Shop in Ho Chi Minh City, Vietnam. Adopting a quantitative research approach, data were collected from 190 respondents through both online and offline questionnaires. The study focuses on Gen Z consumers with prior purchasing experience on TikTok Shop. The findings reveal that all dimensions of perceived risk, including product risk, security risk, privacy risk, time risk, and delivery risk, have a negative effect on consumers’ purchase intention on the platform. These results provide practical implications for businesses and relevant stakeholders in enhancing consumer trust, refining marketing strategies, and encouraging online purchasing behavior.

Từ khóa
perceived risk Gen Z purchase intention TikTok Shop

Tài liệu tham khảo

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Số phát hành Số 14 - Tháng 5 - 2026

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