The Power of Short Video Content on TikTok Shop Consumers in Viet Nam

  • Giang NGUYEN THI PHUONG Industrial University of Ho Chi Minh City, Viet Nam https://orcid.org/0000-0002-3662-9797
  • Tan THAI DONG Industrial University of Ho Chi Minh City, Viet Nam https://orcid.org/0009-0005-5804-3294
  • Duy NGUYEN BINH PHUONG Industrial University of Ho Chi Minh City, Viet Nam https://orcid.org/0000-0003-1136-6609
  • Nhu TRAN VU QUYNH Industrial University of Ho Chi Minh City, Viet Nam
  • Ngan TRUONG THANH Industrial University of Ho Chi Minh City, Viet Nam
  • Lien NGUYEN THI Industrial University of Ho Chi Minh City, Viet Nam
  • Phuong NGUYEN NGOC THAO Industrial University of Ho Chi Minh City, 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

[1] Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2): 179–211. DOI: https://doi.org/10.1016/0749-5978(91)90020-T
[2] Anastasiei, B., Dospinescu, N., & Dospinescu, O. (2025). Beyond Credibility: Understanding the Mediators Between Electronic Word-of-Mouth and Purchase Intention. International Journal of Services Operations and Informatics. DOI: https://doi.org/10.48550/arXiv.2504.05359
[3] Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis. Sustainability (Switzerland), 15(3). DOI:https://doi.org/10.3390/su15032744
[4] Athaya, N. S., & Wandebori, H. (2024). Analyzing Factors That Affect Purchasing Decisions For Beauty Products Through Tiktok Review Videos. Journal Integration of Social Studies and Business Development, 2(1): 43–50. DOI: https://doi.org/10.58229/jissbd.v2i1.223
[5] Binh, N. T. H., & Luan, N. T. (2022). Factors affecting consumers’ intention to shop online on TikTok social network in Ho Chi Minh City.
[6] Chin, W., Marcolin, B., & Newsted, P. (1996). A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and Voice Mail Emotion/Adoption Study. ICIS 1996 Proceedings. Available at: https://aisel.aisnet.org/icis1996/6
[7] Cohen, J. (1988). The Analysis of Variance and Covariance. Statistical Power Analysis for the Behavioral Sciences, 273–403. https://www.taylorfrancis.com/books/mono/10.4324/9780203771587/statisticalpower-analysis-behavioral-sciences-jacob-cohen
[8] Dachyar, M., & Banjarnahor, L. (2017). Factors influencing purchase intention towards consumer-toconsumer e-commerce. Intangible Capital, 13(5): 946–966. DOI: https://doi.org/10.3926/IC.1119
[9] Damberg, S., Saari, U. A., Fritz, M., Dlugoborskyte, V., & Božič, K. (2024). Consumers’ purchase behavior of Cradle to Cradle Certified® products - The role of trust and supply chain transparency. Business Strategy and the Environment, 33(8): 8280–8299. DOI: https://doi.org/10.1002/bse.3919
[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
[13] Fishbein, M., & Ajzen, I. (1977). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Available at: https://philpapers.org/rec/fisbai?all_versions=1
[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
[32] Kim, Y. J., & Han, J. (2014). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 33: 256–269. DOI:https://doi.org/10.1016/j.chb.2014.01.015
[33] Liu, Y., & Wang, M. (2023). The Effect of Short Video Content Marketing on Consumer Purchase Intention. Frontiers in Business, Economics and Management, 11(3): 1–5. DOI:https://doi.org/10.54097/fbem.v11i3.12934
[34] Lu (Monroe) Meng, Bie, Y., Kou, S., & Duan, S. (2024). The impact of content characteristics of ShortForm video ads on consumer purchase Behavior: Evidence from TikTok. Journal of Business Research, 183, 114874. DOI: https://doi.org/10.1016/j.jbusres.2024.114874
[35] Madhushanka, H. B. N., & Nishadi, G. P. K. (2024). Impact of Online Video Advertisement on Impulsive Buying Tendency with the Mediating Effect of Attitudes (Evidence from University Students in Sri Lanka). Asian Journal of Marketing Management, 3(2). DOI: https://doi.org/10.31357/ajmm.v3i2.7470
[36] Mahmud, N., Lokman, A. N. M., Khairuddin, N., Samsul, N. N., Norazizan, S. N., & Saifuddin, S. N. (2024). Effectiveness of TikTok Marketing on Students’ Purchase Intention Towards Fashion Products. Information Management and Business Review, 16(2(I)S): 198–204. DOI: https://doi.org/10.22610/imbr.v16i2(i)s.3779
[37] Makmor, N., Alam, S. S., Masukujjaman, M., Makhbul, Z. K. M., Ali, M. H., & Mamun, A. Al. (2023). Integrating the social support theory and technology acceptance model of social commerce websites. Revista Galega de Economia, 32(2): 1–24. DOI: https://doi.org/10.15304/rge.32.2.8558
[38] Minh, N. H., Hai, L. S., Phi, N. A., Duyen, L. B. T., & Giang, L. T. Q. (2024). The Impact of TikTok UGC Videos on Online Purchase Intention: Mediating Role of Cognitive States. Pacific Asia Journal of the Association for Information Systems, 16(1). DOI: https://doi.org/10.17705/1pais.16107
[39] Moreno-Albarracín, B., & Blanco-Sánchez, T. (2024). TikTok as social communication tool to encourage participation in volunteering projects. Revista Mediterranea de Comunicacion, 15(2). DOI:https://doi.org/10.14198/medcom.26498
[40] Ngo, T. T. A., Bui, C. T., Chau, H. K. L., & Tran, N. P. N. (2024). Electronic word-of-mouth (eWOM) on social networking sites (SNS): Roles of information credibility in shaping online purchase intention. Heliyon, 10(11), e32168. DOI: https://doi.org/10.1016/j.heliyon.2024.e32168
[41] Ngo, T. T. A., Quach, P., Nguyen, T. V., Nguyen, A. D., & Nguyen, T. M. N. (2023). Short video marketing factors influencing the purchase intention of Generation Z in Vietnam. Innovative Marketing, 19(3): 34–50. DOI: https://doi.org/10.21511/im.19(3).2023.04
[42] Ngoc, L. T. M., Mai, N. P., Huong, D. T., & Hien, V. T. M. (2024). Does Tiktok Video Advertisements Motivate Buying Intention Of Generation Z In Vietnam?
[43] Obadă, D.-R., & Țugulea, O. (2024). What drives online impulse buying among Zoomers on TikTok in an emerging market? A new model based on flow theory. Frontiers in Communication, 9. DOI:https://doi.org/10.3389/fcomm.2024.1470327
[44] Ong, J., Anandya, D., & Indarini. (2024). Factors that influence purchase intention social commerce TikTok shop in Indonesia. Southeast Asian Journal of Service Management, 1(1): 20–29. DOI:https://doi.org/10.24123/seajsm.v13
[45] Pratama, M. R. (2024). Technology Acceptance Model in Tiktok Shop Adoption. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(3): 5553–5577. DOI: https://doi.org/10.31538/iijse.v7i3.5528
[46] Pratista, N. D., & Marsasi, E. G. (2023). Effects Of Perceived Usefulness And Perceived Ease Of Use For Driving Purchase Intention. Jurnal Ekonomi, 28(3): 488–509. DOI: https://doi.org/10.24912/JE.V28I3.1940
[47] Qin, Z., Chen, Y., Yan, Y., & Huang, Y. (2024). Influencer Marketing Platforms’ Effect on Light Meal Purchase Intention and Behavior. Sustainability, 16(11): 4369. DOI: https://doi.org/10.3390/su16114369
[48] Quan, N. H., Nga, H. T. H., Ha, N. T. H., Hien, P. P., Thanh, T. N. Y., & Trang, N. T. K. (2023). How do viral videos on social media affect purchase intention. International Journal of Business Competition and Growth, 8(3): 202–222. DOI: https://doi.org/10.1504/ijbcg.2023.135805
[49] Rahman, W. ur, & Huh, E. N. (2023). Content-aware QoE optimization in MEC-assisted Mobile video streaming. Multimedia Tools and Applications, 82(27): 42053–42085. DOI: 10.1007/S11042-023-15163-W
[50] Rizomyliotis, I., Lin, C. L., Konstantoulaki, K., & Phan, T. (2024). TikTok short video marketing and Gen Z’s purchase intention: evidence from the cosmetics industry in Singapore. Journal of Asia Business Studies, 18(4): 930–945. DOI: https://doi.org/10.1108/jabs-04-2023-0138/full/xml
[51] Saquin, A. H. F., Tiol, V. D., Vizmanos, J. D. R., & Orong, M. Y. (2024). The Effectiveness of Short-Form Video Ads on Purchase Intention and Purchasing Behavior Among Gen Z in The Philippines. International Journal of Applied Science and Research, 07(06): 157–164. DOI: https://doi.org/10.56293/ijasr.2024.6219
[52] Sharkasi, N., & Rezakhah, S. (2023). Sequential Mediation of Parasocial Relationships for Purchase Intention: Pls-Sem and Machine Learning Approach. DOI: https://doi.org/10.2139/ssrn.4485811
[53] Stone, M. (1974). Cross-Validatory Choice and Assessment of Statistical Predictions. Journal of the Royal Statistical Society: Series B (Methodogical), 36(2): 111-132. DOI: 10.1111/j.2517-6161.1974.tb00994.x
[54] Su, S.-H., Teng, Y.-M., Lee, H.-L., & Lan, T. N. T. (2024). Effect Of Social Media-Tiktok On Generation Z Purchase Intention – Evidences From VietNam. International Journal of Research in Commerce and Management Studies, 06(03): 26–42. DOI: https://doi.org/10.38193/ijrcms.2024.6304
[55] Thanh Minh. (2024). Số lượng người bán cùng doanh thu trung bình trên ứng dụng TikTok tại Việt Nam tăng mạnh - Nhịp sống kinh tế Việt Nam & Thế giới. Available at: https://vneconomy.vn/so-luong-nguoi-ban-cung-doanh-thu-trung-binh-tren-ung-dung-tiktok-tai-viet-nam-tang-manh.htm?utm_source=chatgpt.com
[56] Valeza, J. M., & Soriano, M. J. C. (2024). The influence of TikTok short-form videos on gen z consumers’ purchase intention. International Journal of Multidisciplinary Academic Research. DOI:https://doi.org/10.48550/arXiv.2504.05359
[57] Venkatesh, V., & Davis, F. D. (1996). A model of the antecedents of perceived ease of use: Development and test. Decision Sciences, 27(3): 451–481. DOI: https://doi.org/10.1111/J.1540-5915.1996.TB00860.X
[58] Vui, N. (2024). TikTok là gì? Tìm hiểu sâu về nền tảng video dạng ngắn TikTok. Available at: https://blog.dcmedia.vn/tiktok-la-gi-tim-hieu-sau-ve-nen-tang-video-dang-ngan-tiktok/
[59] Wijekoon, R., & Sabri, M. F. (2021). Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework. Sustainability, 13(11): 6219. DOI:https://doi.org/10.3390/su13116219
[60] Wu, Z.-Y., Zhang, F.-L., Wu, Z.-Y., & Zhang, F.-L. (2024). The Influences of Short Video Content Marketing on the Purchase Intention: The Case of “Haohuanluo” in China. Open Journal of Business and Management, 12(6): 4441–4458. DOI: https://doi.org/10.4236/ojbm.2024.126223
[61] Yamane, T. (1969). Statistics An Introductory Analysis. Available at: https://www.amazon.com/Statistics-IntroductoryAnalysis-Taro-Yamane/dp/B0000CNPXC
[62] Zhang, N. (2023). Product presentation in the live-streaming context: The effect of consumer perceived product value and time pressure on consumer’s purchase intention. Frontiers in Psychology, 14. DOI:https://doi.org/10.3389/FPSYG.2023.1124675
[63] Vietdata. (2025). E-commerce in Q1/2025: TikTok Shop Grows Rapidly, Closes In on Shopee . Available at: https://www.vietdata.vn/post/e-commerce-in-q1-2025-tiktok-shop-grows-rapidly-closes-in-on-shopee?srsltid=AfmBOor_tY3D4DgkIVmfZ4UMTEav3xu1iiC3GvZHzaVoPMYj6BJFgKmE&utm_source=chatgpt.com
[64] We Are Social & Meltwater. (2024). Digital 2024: Vietnam. Available at: https://datareportal.com/reports/digital-2024-vietnam
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: 07 july 2025. doi: https://doi.org/10.14505/tpref.v16.2(34).11.