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Social Sciences and Humanities Issue (Vietnamese)
Date Published:
28/04/2026
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Truong, T. N. Y., & Huynh, Q. T. (2026). Factors affecting the shopping decision on social networking platform Tiktok among Dong Thap University students. Dong Thap University Journal of Science, 15(9), 47-65. https://doi.org/10.52714/dthu.sch.2427.1808
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Factors affecting the shopping decision on social networking platform Tiktok among Dong Thap University students
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Abstract
This study aims to discover and measure the factors affecting the shopping decision on the Tiktok platform among Dong Thap University students. Data collected from 363 students have a shopping experience on Tiktok, using quantitative methods for analysis, including testing Cronbach's Alpha, analyzing EFA exploration factor, correlation analysis and multiple linear regression. The research has identified 5 key factors that affect the Tiktok shopping decision, involving: trust, promotion, product diversity, evaluation information and social influence. These results are the basis for proposing solutions to promote shopping decisions made by Dong Thap University students on Tiktok in the near future.
Keywords
Dong Thap University, e-commerce, shopping decision, Tiktok social network.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
References
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Hamli, S. S. A., & Sobaih, A. E. E. (2023). Factors Influencing Consumer Behavior towards Online Shopping in Saudi Arabia Amid COVID-19: Implications for E-Businesses Post Pandemic. Journal of Risk and Financial Management, 16(1), 1–21.
Inman, J. J., & McAlister, L. (1993). A retailer promotion policy model considering promotion signal sensitivity. Marketing Science, 12(4), 339-356.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed., pp. 179-183).
Li, H., & Xu, Z. (2020). Exploring the role of perceived usefulness and social influence on consumers' purchase intention in the social media environment. Journal of Retailing and Consumer Services, 54, 101926.
Li, Y., Li, X., & Cai, J. (2021). How attachment affects user stickiness on live streaming platforms: A socio technical approach perspective. Journal of Retailing and Consumer Services, 60, 102478.
Lu, B., Hsieh, Y. J., & Liu, X. (2023). Understanding the impact of livestreaming e-commerce features on consumers' purchase intention: The mediating role of trust and the moderating role of influencers' expertise. Journal of Retailing and Consumer Services, 74, 103415.
Mbete, G. S., & Tanamal, R. (2020). Effect of easiness, service quality, price, trust of information quality, and brand image on consumer purchase decision on Shopee online purchase. Jurnal Informatika Universitas Pamulang, 5(2), 100-110.
Nguyễn, N. T., Đặng, T. H. Ý., & Huỳnh, Q. T. (2025). Nghiên cứu các yếu tố ảnh hưởng đến quyết định mua sản phẩm điện tử trực tuyến của người tiêu dùng tại Thành phố Cao Lãnh. Tạp chí Khoa học Đại học Đồng Tháp, 14(1), 53-63.
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Turban, E., Outland, J., King, D., Lee, J. K., Liang, T.-P., & Turban, D. (2018). Electronic commerce 2018: A managerial and social networks perspective, 35-36.
Bùi, T. N. H., Nguyễn, T. T. N., Mạc, T. T., & Nguyễn, Q. C. (2023). Các nhân tố ảnh hưởng đến quyết định mua sản phẩm thông qua livestream trên TikTok của sinh viên tại Thành phố Hồ Chí Minh. Hội nghị Khoa học trẻ lần 5 năm 2023(YSC2023)-IUH , 88-101.
Chen, L., Blackburn, J., De Cristofaro, E., & Stringhini, G. (2022). Slapping cats, bopping heads, and Oreo shakes: Understanding indicators of virality in TikTok short videos. Trong Proceedings of the 14th ACM Web Science Conference, 164-173.
Chen, Y., Fay, S., & Wang, Q. (2011). The role of marketing in social media: How online consumer reviews evolve. Journal of Interactive Marketing, 25(2), 85-94.
Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461-470.
Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network- and small-group-based virtual communities. International Journal of Research in Marketing, 21(3), 241–263.
Filieri, R., Alguezaui, S., & McLeay, F. (2018). Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth. Computers in Human Behavior, 90, 123–129.
Gefen, D. (2000). E-commerce: The role of familiarity and trust. MIS Quarterly, 24(3), 725-727.
Hamli, S. S. A., & Sobaih, A. E. E. (2023). Factors Influencing Consumer Behavior towards Online Shopping in Saudi Arabia Amid COVID-19: Implications for E-Businesses Post Pandemic. Journal of Risk and Financial Management, 16(1), 1–21.
Inman, J. J., & McAlister, L. (1993). A retailer promotion policy model considering promotion signal sensitivity. Marketing Science, 12(4), 339-356.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed., pp. 179-183).
Li, H., & Xu, Z. (2020). Exploring the role of perceived usefulness and social influence on consumers' purchase intention in the social media environment. Journal of Retailing and Consumer Services, 54, 101926.
Li, Y., Li, X., & Cai, J. (2021). How attachment affects user stickiness on live streaming platforms: A socio technical approach perspective. Journal of Retailing and Consumer Services, 60, 102478.
Lu, B., Hsieh, Y. J., & Liu, X. (2023). Understanding the impact of livestreaming e-commerce features on consumers' purchase intention: The mediating role of trust and the moderating role of influencers' expertise. Journal of Retailing and Consumer Services, 74, 103415.
Mbete, G. S., & Tanamal, R. (2020). Effect of easiness, service quality, price, trust of information quality, and brand image on consumer purchase decision on Shopee online purchase. Jurnal Informatika Universitas Pamulang, 5(2), 100-110.
Nguyễn, N. T., Đặng, T. H. Ý., & Huỳnh, Q. T. (2025). Nghiên cứu các yếu tố ảnh hưởng đến quyết định mua sản phẩm điện tử trực tuyến của người tiêu dùng tại Thành phố Cao Lãnh. Tạp chí Khoa học Đại học Đồng Tháp, 14(1), 53-63.
TikTok Newsroom. (2023). TikTok Shop Seller Center launches for global merchants. TikTok Newsroom.
Turban, E., Outland, J., King, D., Lee, J. K., Liang, T.-P., & Turban, D. (2018). Electronic commerce 2018: A managerial and social networks perspective, 35-36.
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