Determinants of online shopping intentions on TikTok among economics students in Ho Chi Minh City
Published: July 29, 2026
Abstract
In the context of Vietnam’s rapid digital transformation, TikTok Shop has emerged as a leading social commerce platform, particularly popular among Generation Z consumers. This study investigates the factors influencing online shopping intentions of economics students in Ho Chi Minh City, using an integrated theoretical framework that combines the Theory of Reasoned Action (TRA), the Theory of Planned Behavior (TPB), and the Technology Acceptance Model (TAM). Based on 393 valid survey responses and regression analysis, the results reveal that promotions, trust, service quality, video content, and online advertising significantly affect purchase intentions, while demographic and price factors are statistically insignificant. The findings highlight the impact of short-term incentives and communication cues on Gen Z’s purchasing behavior. Practically, the study suggests that businesses should focus on creative promotional strategies, transparent service delivery, and engaging video content to effectively attract and retain Gen Z customers on social commerce platforms.
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