The Power of Short Video Content on TikTok Shop Consumers in Viet Nam
Abstract
This study focuses on exploring how short-form video content on TikTok Shop goes beyond being a mere promotional tool, to become a powerful catalyst for consumer shopping behavior in Ho Chi Minh City. By surveying 766 consumers using a questionnaire refined from previous studies, the study sheds light on the factors that positively impact shopping decisions, including engagement, information, entertainment, trustworthiness, and usefulness. The collected data is analyzed through three main steps: descriptive statistical analysis, measurement model evaluation and structural model validation via SMARTPLS-3 software and SPSS 27 additional support software. The results show that short video content has the ability to increase the perceived value of consumers, significantly affecting purchase intentions and behaviors on this platform. From the above findings, the study not only helps to identify the core factors that impact purchase behavior but also proposes specific strategies to optimize video content and improve online business efficiency. Therefore, the research brings practical contributions to businesses doing business on TikTok Shop and other social media platforms in improving user experience and increasing commercial value.
References
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[10] Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly: Management Information Systems, 13(3): 319 - 339. DOI:https://doi.org/10.2307/249008
[11] Dwinanda, B., Syaripuddin, F. A., Hudaifi, & Hendriana, E. (2022). Examining the Extended Advertising Value Model: A Case of TikTok Short Video Ads. Mediterranean Journal of Social & Behavioral Research, 6(2): 35 - 44. DOI: https://doi.org/10.30935/mjosbr/11820
[12] Ferdianto, R., Nurcahyo, S. A., Wahyuni, E. R. N., & Aisyah, S. (2024). TikTok Made Me Buy It: Analyzing the Influence of Content Marketing and Engagement on Generation Z’s Purchase Intention. Strata Social and Humanities Studies, 2(2): 103 - 112. DOI: https://doi.org/10.59631/sshs.v2i2.258
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[14] Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39. DOI: https://doi.org/10.2307/3151312
[15] Garg, M., & Bakshi, A. (2024). Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing. Humanities and Social Sciences Communications, 11(1). DOI: https://doi.org/10.1057/S41599-024-02760-9
[16] Geisser, S. (1974). A predictive approach to the random effect model. Biometrika, 61(1): 101 - 107. DOI:https://doi.org/10.1093/biomet/61.1.101
[17] Goldsberry, T. S. N. (2024). Social Media Influencers: The Effects Of Information Richness And Follower Size On Purchase Intent. All Dissertations. Available at: https://digitalcommons.pvamu.edu/pvamu-dissertations/49
[18] Hair, J. F., Babin, B. J., Black, W. C., & Anderson, R. E. (2018). Multivariate Data Analysis.
[19] Hair, J. F., Hult, G. T. M., Ringle, C. M. & Sarstedt, Marko. (2022). A primer on partial least squares structural equation modeling (PLS-SEM). 363.
[20] Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. DOI: https://doi.org/10.1007/978-3-030-80519-7
[21] Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1): 2 - 24. DOI: https://doi.org/10.1108/ebr-11-20180203/full/xml
[22] Hair, J. F., T, H. G., Ringle C. M., &, & M, S. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Research Gate, 384. Available at: https://www.researchgate.net/publication/354331182_A_Primer_on_Partial_Least_Squares_Structural_Equation_Modeling_PLS-SEM
[23] Han, T., Han, J., Liu, J., & Li, W. (2024). Effect of emotional factors on purchase intention in live streaming marketing of agricultural products: A moderated mediation model. PLOS ONE, 19(4), e0298388. DOI:https://doi.org/10.1371/journal.pone.0298388
[24] Handranata, Y. W., Herlina, M. G., Soendoro, L., & Kamiliya, Q. (2024). Beyond the swipe: Understanding the power of TikTok marketing-interaction, entertainment, and trendiness in shaping purchase intentions. International Journal of Data and Network Science, 8(4): 2519–2526. DOI:https://doi.org/10.5267/j.ijdns.2024.5.006
[25] Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1): 115–135. DOI: https://doi.org/10.1007/S11747-014-0403-8
[26] Hilmiyah, S., Suhud, U., & Fawaiq, M. (2024). Pengaruh Content Marketing, Brand Image, Brand Trust Dan Perceived Value Terhadap Purchase Intention Studi Kasus Pada Skincare Pria Di Jakarta. Neraca: Jurnal Ekonomi, Manajemen Dan Akuntansi, 2(10): 241–257. DOI: https://doi.org/10.572349/neraca.v2i10.2544
[27] İnal, M., & Bil, E. (2023). Mediating Role Of Consumer Purchase Intention On The Relationship Between Influencer’s Perceived Characteristics And Consumer Purchase Behavior. Yönetim Bilimleri Dergisi, 21: 807–834. DOI: https://doi.org/10.35408/comuybd.1359816
[28] Jiang, W., & Chen, H.-L. (2024). Can Short Videos Work? The Effects of Use and Gratification and Social Presence on Purchase Intention: Examining the Mediating Role of Digital Dependency. Journal of Theoretical and Applied Electronic Commerce Research 2025, 20(1): 5. DOI:https://doi.org/10.3390/jtaer20010005
[29] Jiang, Y., Pongsakornrungsilp, S., Pongsakornrungsilp, P., & Li, L. (2024). The Impact of Interactivity on Customer Purchase Intention in Social Media Marketing: The Mediating Role of Social Presence. TEM Journal, 13(3): 2133–2145. DOI: https://doi.org/10.18421/tem133-41
[30] Kelman, H. C. (1953). Attitude Change as a Function of Response Restriction. Human Relations, 6(3): 185– 214. DOI: https://doi.org/10.1177/001872675300600301
[31] Kelman, H. C. (1970). A social-psychological model of political legitimacy and its relevance to black and white student protest movements. Psychiatry (New York), 33(2): 224–246. DOI:https://doi.org/10.1080/00332747.1970.11023626
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Published
2025-06-30
How to Cite
NGUYEN THI PHUONG, Giang et al.
The Power of Short Video Content on TikTok Shop Consumers in Viet Nam.
Theoretical and Practical Research in Economic Fields, [S.l.], v. 16, n. 2, p. 407-424, june 2025.
ISSN 2068-7710.
Available at: <https://journals.aserspublishing.eu/tpref/article/view/8932>. Date accessed: 16 july 2025.
doi: https://doi.org/10.14505/tpref.v16.2(34).11.
Section
Articles
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