The impact of social media factors on Generation Z’s shopping behavior on TikTok Shop in Ho Chi Minh City
Published: August 10, 2026
Abstract
This study analyzes the impact of social media factors on Generation Z’s shopping behavior on TikTok Shop in Ho Chi Minh City. The research model comprises four factors: livestreaming, celebrity endorsement, promotional tools, and online reviews. Data were collected from 380 valid survey responses and analyzed using SPSS 27 through Cronbach’s Alpha reliability testing, exploratory factor analysis, Pearson correlation analysis, and multiple linear regression. The results indicate that all measurement scales achieve the required levels of reliability and validity and that all four factors have positive and statistically significant effects on Generation Z’s shopping behavior on TikTok Shop. The study contributes to the theoretical understanding of online shopping behavior in the context of social commerce and provides managerial implications for enterprises seeking to develop effective marketing strategies on TikTok Shop.
Keywords
TikTok Shopsocial mediaonline shopping behavior
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