Factors affecting online shopping intention in tiktok shop of students at ho chi minh university of banking

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM HO CHI MINH UNIVERSITY OF BANKING PHAM THAI HOANG NHAN FACTORS AFFECTING ONLINE SHOPPING INTENTION IN TIKTOK SHOP OF STUD

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM

HO CHI MINH UNIVERSITY OF BANKING

PHAM THAI HOANG NHAN

FACTORS AFFECTING ONLINE SHOPPING INTENTION IN

TIKTOK SHOP OF STUDENTS AT HO CHI MINH

Dr TRAN NGOC THIEN THY

HO CHI MINH CITY, 2022

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIET NAM

HO CHI MINH UNIVERSITY OF BANKING

Name: PHAM THAI HOANG NHAN

ID Student: 030334180179 Class: HQ6-GE03

FACTORS AFFECTING ONLINE SHOPPING INTENTION IN

TIKTOK SHOP OF STUDENTS AT HO CHI MINH

Dr TRAN NGOC THIEN THY

HO CHI MINH CITY, 2022

Based on the research results, the author shows that five factors affect online shopping intention of students: Perceived Usefulness, Perceived Ease of Use, Price Expectation, Perceived Risk, E-WOM Meanwhile, the Perceived Usefulness factor has the most decisive affect on the online shopping intention, the E-WOM factor has the weakest impact From the study results, several governance implications have been proposed to improve and enhance efficiently and effectively in the development of the e-commerce TikTok Shop in the future

Keywords: TikTok Shop, affecting factors, online shopping intention,

students

AUTHOR’S DECLARATION

I hereby declare that the thesis ―Factors affecting online shopping intention in TikTok Shop of students at Ho Chi Minh University of Banking‖ is the result of my research conducted over 10 weeks Except for references from previous research works as stated in the thesis, the survey data and the results of the thesis are completely honest and have not yet been published in any research work before

Ho Chi Minh, November 2022

Pham Thai Hoang Nhan

ACKNOWLEDGEMENT

I would like to express my gratitude from the bottom of my heart to my supervisor, Dr Tran Ngoc Thien Thy Thanks to her dedicated guidance and wholehearted sharing, I was able to successfully complete my bachelor thesis During the process of writing this thesis, I lost a lot of mistakes but she enthusiastically told and suggested the best solution so that I could complete this thesis well

Furthermore, I am grateful to all the professors and lecturers from the Ho Chi Minh University of Banking who educate me with vital comprehensive knowledge and essential skills throughout my syllabus at university

Last but not least, I also want to thank the examiners for your pivotal time and consideration to review my graduation thesis

TABLE OF CONTENT

ABSTRACT i

AUTHOR’S DECLARATION ii

ACKNOWLEDGEMENT iii

TABLE OF CONTENT iv

LIST OF ABBREVIATIONS viii

TABLE LIST ix

FIGURE LIST x

CHAPTER 1: OVERVIEW OF THE RESEARCH 1

1.1 The necessity of the research 1

1.2 Research Objectives 3

1.3 Research question 3

1.4 Research subject and scope 4

1.4.1 Research subject 4

1.4.2 Research scope 4

1.5 Research Methodology 4

1.6 Research Significance 4

1.6.1 Academic Significance 4

1.6.2 Practical Significance 5

1.7 Research structure 5

SUMMERY CHAPTER 1: 5

CHAPTER 2: LITERATURE REVIEW AND REVIEW RESEARCH MODELS 7

2.1 Definition 7

2.1.1 Intention 7

2.1.2 Shopping intention 7

2.1.3 Online Shopping Intention 7

2.1.4 TikTok Shop 8

2.2 Relevant theoretical models 9

2.3 Literature Review 12

2.4 Hypothesis 23

2.4.1 Perceived usefulness (PU) 23

2.4.2 Perceived ease of use (PEU) 24

2.4.3 Price Expectation (PRICE) 25

2.4.4 Perceived risks (PR) 25

2.4.5 Electronic word of mouth (E-WOM) 26

SUMMARY CHAPTER 2 28

CHAPTER 3: RESEARCH METHODOLOGY 29

3.1 Process of research 29

3.2 Research steps 29

3.3 Research Methods 32

3.4 Research design 33

3.4.1 Sample size 33

3.4.2 Sampling method 34

3.4.3 Building the scale 35

3.4.4 Questionnaire design 37

3.4.5 Data collection 37

3.5 Data processing method 37

3.5.1 Descriptive statistic 37

3.5.2 Cronbach’s Alpha analyzing 38

3.5.3 EFA Analyzing 38

3.5.4 Regression analysis 39

SUMMARY CHAPTER 3 40

CHAPTER 4: THE RESEARCH RESULT 41

4.1 Sample Description 41

4.2 Scale Reliability Testing 43

4.3 Exploratory Factor Analysis 45

4.3.1 Factor analysis for the independent variable 45

4.3.2 Factor analysis for the dependent variable 49

4.4 Correlation Analysis 51

4.5 Regression Analysis 51

4.5.1 Testing the Fit of a Regression Model 51

4.5.2 Regression analysis results 52

4.5.3 Testing Multicollinearity 54

4.5.4 Testing the Normality of Residuals 55

4.5.5 Testing the constant residual variance 56

4.6 Result discussion 57

SUMMARY CHAPTER 4 59

CHAPTER 5: CONCLUSION 60

5.1 Conclusion 60

5.2 Theoretical contributions 60

5.3 Practical Implication and Suggestion 61

5.3.1 Perceived Usefulness 62

5.3.2 Perceived Ease of Use 62

5.3.3 Price Expectation 63

5.3.4 Perceived Risk 63

5.3.5 E-WOM 64

5.4 Limitations and Future Research 64

SUMMARY CHAPTER 5 66

REFERENCE 67

APPENDIX 72

APPENDIX 1: QUESTIONNAIRE DESIGN 72

APPENDIX 2: DATA ANALYSIS RESULT 76

Sciences

TABLE LIST

Table 2.1: Related research models 9

Table 2.2: Previous study summary 11

Table 3.1: Measurement scale of observed variables 29

Table 3.2: Coding the variables of the scale 34

Table 4.1: Sample Description 42

Table 4.2: Scale Reliability Testing 44

Table 4.3: KMO and Bartlett's Test for the independent variable 47

Table 4.4: Eigenvalues and covariance deviations for the independent variable 47

Table 4.5: Factor loading for the independent variable 48

Table 4.6: Table KMO and Bartlett's Test for the dependent variable 49

Table 4.7: Eigenvalues and covariance deviations for the dependent variable 50

Table 4.8: Factor loading for the dependent variable 50

Table 4.9: Pearson correlation analysis 51

Table 4.10: Model Summary 52

Table 4.11: ANOVA analysis 52

Table 4.12: Coefficients Analysis for Independent Variable 53

Table 4.13: Testing Multicollinearity 55

Table 4.14: Summary of hypothesis testing results 57

FIGURE LIST

Figure 2.1: Research model proposed by the author 27

Figure 3.1: Research process 28

Figure 4.1: Histogram chart 55

Figure 4.2: Scatter plot chart 56

CHAPTER 1: OVERVIEW OF THE RESEARCH 1.1 The necessity of the research

Currently, Vietnam ranks 48/60 countries with the fastest digital economy transformation in the world, and 22nd in terms of digitalization development speed (Nguyen, T H., 2010) It proves that Vietnam is in the digital economy and the e-commerce field has a further prospect

More than 90% of users who install an e-commerce app shop at least once per month, with 60% shopping three or more times Analytical figures from 2,500 Vietnamese users in the third quarter of 2018 on how to use retail and shopping apps show that 89% have taken all steps to make an in-app purchase, 82% have taken all the steps to make an in-app purchase said that they choose because they find it more enjoyable and convenient to shop through apps, more than 70% believe that financial information is stored more securely than shopping from the website The trend of commerce on mobile devices is driving online retailers to invest in applications to reach customers Statistics show that the rate of using mobile apps for shopping has increased from 40% in 2016 to 72% in 2018 (Viễn Thông, 2018)

According to data from Statista, on average, each user in Vietnam spends about 54.89 USD/year (about 1.27 million VND) or only 106,000 VND/month to shop online The proportion of users participating in online transactions reaches 52.5% and is expected to reach 55.9% in 2022, whereas in developed countries this figure is more than 70% In 2018, there were 49 million users participating in online shopping, accounting for 76% of the number of Internet users

Besides favorable factors and conditions, Vietnam is also facing many barriers such as: fierce competition of rivals; Consumer confidence when shopping online is still low; Delivery and order fulfillment services have not kept pace with demand Especially, despite the recent rapid growth, e-payment in Vietnam is still in potential form, far behind compared to with many countries in the region and around the world

For the vast majority of current social network users, TikTok has been and is a social networking platform that is particularly noticed by the young user community, belonging to Generation Z This is also the generation of students at Ho Chi Minh University of Banking - one of the large educational institutions in Vietnam, training many professions and levels With the advantage of a very large number of university students studying, this is considered an age group with very high cognitive development Thanks to the sense of maturity, students have the knowledge, attitude and self-assessment ability to adjust their own growth in the right direction of society In addition, this is also the age group that spends a lot of time using the internet in general and has a positive view of social changes, especially about online shopping

At the end of April 2022, TikTok was officially launched TikTok Shop commerce solution in Vietnam market With the advantage of a large number of users and a new "review" approach, this will be the next platform to enter the online retail market in Vietnam along with Shopee, Lazada, and Tiki As a platform that is still too new to do business in the field of e-commerce, being competitive with competitors in the same segment and still having some customers are still concerned when shopping online on the TikTok Shop platform is an unavoidable thing Although there are many theories in the world today, Research model to explain the factors affecting the intention of consumers to buy online, and in Vietnam, there have been many studies on the intention to buy online However, with the TikTok Shop business, there is still no research to study the shopping intentions of customers Understanding the factors that affect the purchase intention of consumers will help businesses maintain current customers, attract and attract potential customers

e-Therefore, the author conducted the thesis “Factors Affecting Online

Shopping Intention in TikTok Shop of Students at Ho Chi Minh University of Banking” in order to focus on exploring and analyzing factors affecting online

shopping intention of students (young customers) at Ho Chi Minh University of

Banking and the level impact of each factor on students in this period Through the study, we can understand factors motivating students in Ho Chi Minh City shopping online in TikTok Shop Finally, the research could make some recommendations to help TikTok companies could increasingly expand and develop the market in Vietnam in the coming time

1.2 Research Objectives

The general objective of this study is to study the factors affecting online shopping intention at the TikTok Shop of students at Ho Chi Minh University of Banking and then assess the extent of their influence on online shopping intention at TikTok Shop at university

Based on the research results, the study will propose suggested solutions for commerce companies in general, especially TikTok Shop Increasing customers' trust in this communication channel, thereby boosting profits from this sales channel To achieve this general goal, this study sets out the following specific research objectives:

e Determining the factors affecting the online shopping intention of students at

Ho Chi Minh University of Banking when shopping on TikTok Shop

- Assessing the influence of factors affecting the online shopping intention of students at Ho Chi Minh University of Banking when shopping on TikTok Shop

- Providing governance implications for TikTok to improve and innovate the shopping feature

- How does the influence of the factors affect the online shopping intention of students at Ho Chi Minh University of Banking when shopping on TikTok Shop?

- Which suggestions for TikTok is improving and innovating shopping

Research scope: Students at Ho Chi Minh University of Banking

Research time: The research is going to be carried out from September to November, 2022

1.5 Research Methodology

Research is designed to study calculations by reference to scientific research before to select the element of positive impact on the students (online buyer) at Ho Chi Minh University of Banking Then the recipient of the consumer survey and are conducting online shopping to collect information

The data will be analyzed to describe the sample and eliminate inconsistently observed variables in a factor by Cronbach's Alpha Furthermore, EFA is used in this study to investigate factors and assess the internal reliability of a scale The goal

of multivariate regression is to investigate the factors that influence the change of independent variables

1.6 Research Significance

1.6.1 Academic Significance

In this thesis, both the theoretical basis and previous studies have been systematized on the factors affecting consumer confidence when shopping online

The thesis examines the relationship between factors and students' online shopping intention at Ho Chi Minh University of Banking The thesis proposes a suitable model related to the factors affecting consumer intention when shopping online through the characteristics relevant to the domestic market

1.6.2 Practical Significance

The thesis will make some theoretical contributions, practical implications, and suggestions for e-commerce companies in general and especially for TikTok Shop This is considered a young trading floor, which has just appeared on the e-commerce market recently

1.7 Research structure

In addition to the table of contents, the list of abbreviations, appendices and references, this research paper is divided into 5 chapters:

Chapter 1: Overview of thesis

Chapter 2: Literature review and review research models

Chapter 3: Research methodology

Chapter 4: Data Analysis

Chapter 5: Conclusion and recommendations

SUMMERY CHAPTER 1:

The first chapter provided a summary of the research topic, including its importance, research aims and tasks, research difficulties and questions, research objects and scope research, research techniques and data, and the study's

contributions The topic “Factors Affecting Online Shopping Intention in

TikTok Shop of Students at Ho Chi Minh University of Banking” is both

scientific and practical, as seen by the preceding information This will serve as the foundation for future studies It is an extensive investigation into the theoretical

foundations, research methodologies, and data collection in order to provide research findings and solutions

CHAPTER 2: LITERATURE REVIEW AND REVIEW RESEARCH

MODELS 2.1 Definition

2.1.1 Intention

Intention is a factor used to assess the likelihood of future behavior According

to Ajzen (1991), intention is a motivating factor that motivates an individual to be willing to perform a behavior Therefore, Delafrooz et al (2011) argue that "online shopping intention is the certainty of a consumer's intention to make an Internet purchase"

2.1.2 Shopping intention

According to Ajzen (1991), shopping intention is considered as a motivational factor that affects an individual's behavior, these factors show the level of willingness or effort of each individual to make a purchase behavior When people have stronger behavioral intentions, they are more inclined to perform the behavior

In addition, purchase intention is a representative of the perceived willingness to perform a buying behavior and is the most accurate tool for predicting actual buying behavior (Kalwani et al, 1982) It is a factor used to assess the ability to perform a behavior in the future (Blackwell et al, 2001) Therefore, the study of purchase intention will have great practical implications for the actual purchase behavior

2.1.3 Online Shopping Intention

Online shopping intention is derived from purchase intention (Close and Kukar-Kinney 2010) Howard and Sheth (1969) define purchase intention as a cognitive state that reflects a consumer‘s plan to purchase products and services in a specified period of time Bai et al (2008) affirm that purchase intention is the primary result of pre-purchase satisfaction in an E-commerce context Close and Kukar-Kinney (2010) define online shopping intention as the intention of online shoppers to purchase products and services via the Internet, or use the virtual

shopping cart as a means to buy things during an online session Accordingly, the virtual shopping cart acts as a functional holding place which is required to temporarily keep or hold the intended purchase items prior to completing the purchase transaction Chen et al (2010) believe that online shopping intention is the vital predictor of actual purchasing behavior They add that it reveals the desire of online shoppers to complete a purchase transaction via the virtual stores or websites

2.1.4 TikTok Shop

In recent years, TikTok was becoming a very popular social network not only

in Vietnam but there are countries in the world Particularly, this social network is formally expanding because of the COVID-19 complex developments, the activation of activities is limited so that people use to social networks as a set-stage for a change of course

The amount of shopping was right on TikTok social services available at the end of the month 4/2022, with great advantage of the user number, especially the group of potential young clients, TikTok Shop's going to join the electronics market

in Vietnam and be competing directly with the other three major electronics Shopee, Lazada and Tiki

The study focuses on TikTok Shop because this was a very new platform in Vietnam Besides, this social network has a relatively high-profile young user ratings that use a group of people who are willing to pay for online shopping bills

In addition, TikTok Shop is somewhat superior in terms of features compared to other social networking platforms and shopping apps

- The first is about the sales livestream feature Livestream sales are now considered a trend on social networks Only appeared in the past few years, but it is

a form of sales that helps to reach a lot of potential customers Unlike the social network Facebook, livestream viewers can only buy products when they choose to actively message the seller, or leave a comment for the seller to actively message to advise customers, then a lot provide personal information and choose payment

methods through messages For TikTok Shop, it is completely different, livestream viewers can make quick purchases from the livestream and then make payments very quickly and conveniently because personal information has been saved in advance

- Secondly, TikTok is a ―just for you‖ social network and algorithms The biggest reason people of all ages are still addicted to TikTok is the app's rich feed of content, including its ―For you‖ page, or FYP for short This page serves as the main timeline of the app and helps people see new content TikTok works on a unique algorithm that uses AI and machine learning to cover FYP with the most optimal content for a particular user From there, TikTok will recommend products based on things you like to watch in the form of video reviews or livestreams selling similar products

- Finally, the advantage of videos experiencing products from ―TikTokers‖ - influential people on the TikTok platform With the content displayed mostly in the form of videos, retailers can convey the uses, features, characteristics, of the product easily to viewers, helping to increase purchase intention row This can be seen as a key factor to help TikTok Shop get a lot of attention not only from sellers but also from buyers

In short, this research focuses on TikTok because it is a social networking application where users can shop online, and the sales method is quite similar to Facebook but more optimized In addition, TikTok Shop also has an online shopping interface that is relatively similar to other online shopping applications such as Shopee, Lazada, but personalizes the needs to display for each different user In addition, this is a new shopping app to enter the online shopping market and there is no research done on TikTok Shop yet

2.2 Relevant theoretical models

There are many research models that have been proposed based on the background theory of consumer buying behavior

Table 2.1: Relevant theoretical models

Explain the relationship between attitude and

behavior in human action

Attitude towards behavior Subjective standards Behavioral intention Real behavior

Anticipate planned and intentional behaviors

Attitude towards behavior Subjective standards Cognitive behavioral control Behavioral intention

Real behavior Technology

Acceptance

Model - TAM

Davis (1989)

Prediction of technology adoption and use behavior

External variable Perception of usefulness Perceived ease of use Usage attitude

Intention to use Actual usage behavior Combination

model:

C-TPB-TAM

Taylor &

Todd (1995)

Combining the above models to overcome limitations in the context of

explaining consumer behavior using information technology

Perception of usefulness Perceived ease of use Attitude

Social influence Behavioral control Behavioral decision

commerce platforms

Perceived risks Perceived usefulness Perceived ease of use E-commerce use behavior Unified

of technology, calibrate variables and scales from models of previous studies, and

generalize into a unified model

Efficiency Expectations Expectation of effort Social influence Good condition Behavioral intention Usage behavior

to individual consumers

Efficiency Expectations Expectation of effort Social influence Good condition Motivation to enjoy Value for the price Habit

Behavioral intention Usage behavior

General comments on previous reference model research:

This study chooses the E-CAM model as the foundation In which, this study retains 3 important factors: ―Perceived risks‖, ―Perceived usefulness‖, ―Perceived ease of use‖ In the research scope of the topic, it only stops at shopping intention,

so the "E-commerce use behavior" of the E-CAM model (Lee et al., 2001) will not

be included in the survey

2.3 Literature Review

Currently, the topic of factors affecting online shopping intention has always attracted a lot of attention from managers, organizations and researchers in the world There are many studies in many different fields that have been carried out successfully

Table 2.2: Previous study summary

1 W.-I Lee et

al (2017)

Effects among product

attributes, involvement, word-of-mouth,

online shopping

The study was

conducted

in Taiwan and

Mainland

the intention to purchase medical devices online

With study subjects from 15 to

old

Product information (+) Product quality (-) Product price (+) Product involvement (+) World-of-mouth (+)

2 Hsu et al

(2013)

The effects of blogger

recommendations

on customers‘

online shopping intentions

The study was

conducted

in Taiwan

With study subjects from under

 Trust will positively

perceived usefulness

 Trust will positively

attitudes toward online shopping intentions

 Trust will positively

intentions to shop online

Blog readers’ attitudes toward shopping online will positively affect their intentions to shop online

A blogger’s reputation

relationships proposed in hypothesis above

Attitude, and Shopping

Thailand

The study was

conducted

in Thailand,

research object is Gen Z

 Hedonic motive had a

Thai Gen Z consumer’s attitude towards online shopping

 Simplicity motive had a

Thai Gen Z consumers’ attitude towards online shopping

 Usefulness motive had a

Thai Gen Z consumers’ attitude towards online shopping

 Attitude towards online

The study was

conducted

research object from

19 to 74 years old

Acharjee

(2018)

Consumers Attitude towards Online Shopping:

Factors Influencing Young

Shop Online in Dhaka,

Bangladesh

The study was

conducted

in Dhaka, Bangladesh

research object is the young consumers

 There is a statistically

significant relationship between personal income and attitude of online shopping

between daily internet usage and attitude of online shopping

6 Hossein

Rezaee et al

(2011)

Considering factors that affect users‘ online purchase

intentions with using structural equation

modeling

The study was

conducted

in Iran with the research object is students of Isfahan University

customers has an effect

on their online purchase intention

 Perceived usefulness of

online shopping has an effect on online purchase intention

 Firm reputation has an

effect on online purchase intention

 Social influence has an

effect on online purchase intention

 Perceived enjoyment has

purchase intention

 Perceived risk has an

effect on online purchase intention

intention

The study was

conducted

in USA

 Intention to use the

information search will

Internet for purchase

 Attitude toward Internet

shopping will positively predict intention to use the Internet for product information search

information search

 Perceived behavioral control will positively predict intention to use the Internet for product information search

 Purchase experience via

information search

 Purchase experience via

positively and directly predict intention to use the Internet for purchase

online shopping intention

The study was

to less than

old

 Graphics and colors

 Links and menus

 Arousal

 The links from graphics

to pleasure and arousal

 The links from colors to

pleasure and arousal

9 Mosunmola,

A., et al

(2019)

Perceived Value Dimensions on Online

Shopping Intention: The Role of Trust And

Culture

The study was

conducted

in Nigeria,

research object mainly ages 25-24 years old

 There is a positive

consumers’ trust in an offline store and their

retailer’s online store

retailer’s online store

 There is a positive

confidence of internet shopping at the online

toward the online store."

10 Kamtarin,

M (2012)

The effect of electronic word

of mouth, trust and perceived

behavioral intention from the perspective of consumers

The study was

conducted

in Canada,

research object from less than 20

years old

customers has an effect

on their online purchase intention

 Perceived values of online customers have an effect on their online purchase intention

customers has an effect

on their online purchase intention

11 Cuong, H

Q (2010)

Factors affecting the intention to use e-shopping services online

The study was

conducted

Nam, with the research object from

General comments on previous studies:

In summary, there have been many related studies that have been conducted to study the factors affecting the online shopping intention After synthesizing previous related studies, the author found that at different times or locations, in each

different study, the variables used in the research model are also different and the results are not completely similar From the summary of factors affecting Online Shopping Intention, previous studies have shown that factors such as perceived usefulness, perceived ease of us, price expectation, perceived risk and E-WOM directly impact the online shopping intention

Most of the studies with the research hypothesis of ''Perceived Usefulness'' show the impact of this factor on online shopping intention, especially on the speed

of online shopping for products compared to the online shopping method traditional purchases in the past Indeed, according to Hasslinger et al (2007) online shopping will bring convenience to consumers, they are no longer limited in terms

of time and place of shopping Compared to shopping at traditional stores, online shopping not only saves a lot of time, but also helps students find products easily with many attractive offers

Moreover, the ''Perceived ease of use'' factor has been assessed by many previous studies to play the next important role in promoting student‘s online shopping intention Based on the result of Cuong, Q H., (2010), the ''Perceived ease

of use'' factor has been assessed by many previous studies to play the next important role in promoting student‘s online shopping intention Finally, the factors of online shopping intention were also selected by previous research to conduct their research, such as perceived trust, social influence, brand awareness are also highly appreciated by previous studies

After presenting, synthesizing and referencing previous related studies, the study found research gaps that have not been paid attention to by previous related studies:

Firstly, most of the previous related research was conducted for subjects of all ages However, the majority of survey respondents in previous related studies are between the ages of 18 and 35 Those may have an impact on the study's representativeness So, focus groups are perfect for 'filling in the gap‖ of the study

and this approach aimed to specifically generate the concept and hypotheses of the study (Krueger et al, 2000) Participants in this type of study are chosen on the basis

of having something to say about the issue, being within the age range, having similar socio-demographic traits, and being comfortable talking to the interviewer and each other (Richardson & Rabiee, 2001) Therefore, this study focuses on surveying young customers - students at university from 18 to 22 so that the representative population of the research results are not affected compared to the previous research results

Secondly, TikTok Shop is currently a new online shopping platform, so there are still very few studies on online shopping intention on this platform, especially among students and market researchers Viet Nam market According to Nguyen Duyen (2022), In the Viet Nam market, making a profit in the field of e-commerce

is assessed as not simple because of the operating costs and investment in commerce logistics infrastructure spend a lot of time and money The adoption of innovative technologies also requires large amounts of resources and resources The four big names today, Shopee, Lazada, Tiki and Sendo are still struggling to survive

e-in this fierce market Therefore, this research paper focuse-ing on TikTok Shop will help businesses better understand the customers who are doing online shopping here, especially attract the students‘ group at university

Finally, there have been very few related studies in the past focusing on the WOM factor, which is frequently used in marketing campaigns at the TikTok Shop platform As mentioned above, content on TikTok is displayed mostly in the form

E-of videos, retailers can convey uses, features, characteristics, attach purchase links, etc of products to viewers at once easily through the ''TikTokers'' According to Bickart & Schindler (2001), Traditional WOM communication consists of spoken words exchanged with others in a face-to-face situation, while online WOM involves the transmission of personal experiences and opinions multiply through writing However, E-WOM can now not only be conveyed in written form (comments or feedback) but also by means of communication products Therefore,

''E-WOM'' is a factor that affects students' intention to shop online on TikTok Shop This study will add an ''E-WOM'' factor to fill the gap in many previous research papers as well as update the factor that affects students' intention to shop online on TikTok Shop today

2.4 Hypothesis

2.4.1 Perceived usefulness (PU)

Perceived usefulness is ―The degree to which a person believes that using specific application systems will increase their efficiency/productivity for a particular task‖ (Davis, 1986) Hasslinger et al (2007) mentioned that students find that shopping online helps them save time and effort and can shop at any time Darian (1987), Carson et al (1996) and Burke (1997) also concluded that online shopping has created a competitive advantage over traditional shopping because searching for information about products, Online ordering and home delivery service save student‘s time Chen et al (2005), believes that online shopping will be perceived as useful and productive at work if the characteristics of the online shopping system match the requirements and provide a significant value to the student

According to research ―Factors affecting the intention to use e-shopping services online‖ by author Cuong H Q (2010), this research show the result that customer have intention about shopping online when they feel shopping online bring the usefulness for them, they do not a limited about space and time for shopping There are many studies proved that the ―Perceived Usefulness‖ factor influences the online shopping intention of consumers Hsu et al (2013); Hossein Rezaee et al (2011)

For students, they represent a young clientele who tend to be receptive to new things especially in terms of tools that help their lives Therefore, it is necessary to study the "Perceived Usefulness" factor of student customers about TikTok Shop to see their reactions about a basic element of an online shopping application

Based on previous studies, the factor "Perceived Usefulness" in this research topic refers to the characteristics related to the convenience of online shopping at any time, helping to save time, find product information quickly, along with incentives when students shop at TikTok Shop Inconclusion, factor "Perceived Usefulness" has a positive effect on the attitudes and intentions of student‘s online shoppers Thus, the following hypothesis is formulated:

Hypothesis H 1 : Perceived usefulness has a positive effect (+) on students'

online shopping intention

2.4.2 Perceived ease of use (PEU)

The perception concept is easy to use the TAM technology by the Davis (1986) and the UTT-imaging that the person who uses the information that the network, the information technology would not ask for much effort and they'll see how easily use In this study, it's easy to use in the users that feel easy to get used to, use a shopping shop on online shopping app and it's easy to become a user user into

a service

For students, they are one of the customer groups that spend a lot of time on the internet In addition, online shopping in recent years has become very popular, especially with this group of student customers They are relatively interested in shopping on e-commerce platforms, especially at "Flash Sale" times Therefore, it is necessary to verify the "Perceived ease of use" factor with a new shopping application like TikTok Shop

In addition, previous research by author Cuong, H Q (2010) also shows that easy operations when performing searches and performing transactions have a positive influence on customers' online shopping intention Thus, the following

hypothesis is formulated:

Hypothesis H 2 : Perceived ease of use has a positive (+) effect on students'

online shopping intention

2.4.3 Price Expectation (PRICE)

Price is what a student must pay to obtain a desired product or service Price expectations are students' judgments about what they will trade for their costs Consumers will accept the price on two aspects: the monetary cost to spend and the opportunity cost of having to give up using that money to buy other products and services According to Jiang and Rosenbloom (2005), student often rely on price to determine product quality because they cannot see the actual product when buying online

In the model ―Factors influencing online consumers‖, Hasslinger et al (2007) mentioned that students believe that buying online will save money and can compare on price Moreover, the budget for monthly expenses of the majority of students is limited, they almost all depend on the support from their families They will often have price comparisons between products, even between e-commerce platforms with the same product Therefore, it is necessary to test how the "price expectation" factor at TikTok Shop is for students

Previous studies in the author Cuong, H Q (2010) and W.-I Lee et al (2017) all said that the price factor has a positive influence on the online shopping intention

of customers Thus, the following hypothesis is formulated:

Hypothesis H 3 : Price expectations have a positive (+) effect on students'

intention to shop online

2.4.4 Perceived risks (PR)

In the e-commerce acceptance model (E-CAM) and the theory of risk perception (TPR), risk perception includes perceived risks related to products/services and risks related to transactions online The risks when using online shopping services include: revealing personal information, losing money, real products not as expected when viewed on the net Bhatnagar et al (2000) suggest that the propensity to shop online will decrease as perceived risk increases According to Sindhav and Balazs (1999); Swaminathan et al., (1999), the lack of

security and confidentiality of information on the internet is a barrier to online purchase intention Bhimani (1996) suggests that students may fear that online vendors may reject an agreement after the transaction has been completed In addition, according to Forsythe and Shi (2003), Risk associated with products is the most important factor in online shopping and is the main reason for students to abandon the intention to buy over the web

The fear of risks for online shopping is obvious not only for students but also for many people who intend to shop online Previous studies by author Cuong, Q H., (2010), Hossein Rezaee et al (2011) have also shown that "Perceived Risk" has

an influence on customers' online shopping intention All of which reduces consumers' trust attitudes towards online purchases Thus, the following hypothesis

is formulated:

Hypothesis H 4 : Perceived risk has a negative (-) impact on students' online

shopping intention

2.4.5 Electronic word of mouth (E-WOM)

Word of mouth (WOM) is the act of one consumer providing information to another According to Kirby and Marsden (2006), word of mouth is the words, communication between people, between recipients and transmitters related to a brand, product / service or information on the market Currently, with the development of information technology, the traditional form of word of mouth (WOM) has gradually been replaced by online word of mouth (E-WOM) E-WOM

is ―any positive or negative statement made by potential, existing or previous student about an application or product-related feature over the internet‖ (Hennig-Thurau et al work, 2004; Litvin, Goldsmith and Pan, 2008) Compared to traditional word of mouth, online word of mouth is considered more useful because

of its speed, convenience, spread ability and no face-to-face factor (Phelps, Lewis, Mobiliom, Perry and Raman, 2004) Online word of mouth created and transmitted

by student themselves is always a reliable source of information for them (Mangold

& Faulds, 2009; Chu & Kim, 2011) According to Wu & Wang (2011), student trust word-of-mouth about products more than other sources of information when making purchasing decisions

Product advertising through video review is currently a hot trend in recent years and student customers are easily attracted to this form These video reviews can be seen as a form of E-WOM because of their pervasiveness on the TikTok community in general Students will often tend to "trust" the reviews from these videos Therefore, it is necessary to verify the "E-WOM" factor of students' online shopping intentions at the TikTok Shop application Thus, the following hypothesis

is formulated:

Hypothesis H 5 : Online word of mouth has a positive (+) impact on students'

online shopping intention

Figure 2.1: Research model proposed by the author SUMMARY CHAPTER 2

Chapter 2 of this chapter has systematized the main basic concepts related to the research topic, including the theoretical basis of the online shopping intention and the highlight features of TikTok Shop Furthermore, this thesis continues to find out many previous studies and the research gap Many previous related studies on the relationship between influencing factors and online shopping intention of students are thought to be fundamental for the author to propose a research model This is the crucial groundwork for demonstrating the research method and research design in chapter 3