VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY LE HONG LONG FACTORS ON TIKTOK VIDEOS AFFECTING CUSTOMERS’ PURCHASE INTENTION MASTER’S THESIS VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAP[.]
VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY LE HONG LONG FACTORS ON TIKTOK VIDEOS AFFECTING CUSTOMERS’ PURCHASE INTENTION MASTER’S THESIS VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY LE HONG LONG FACTORS ON TIKTOK VIDEOS AFFECTING CUSTOMERS’ PURCHASE INTENTION MAJOR: BUSINESS ADMINISTRATION CODE: 8340101.01 RESEARCH SUPERVISORS: ASSOC PROF KODO YOKOZAWA DR.YOSHIFUMI HINO Hanoi, 2022 STATEMENT OF COMMITMENT I have read and understood the plagiarism violations I pledge with personal honor that this research result is my own and does not violate the Regulation on prevention of plagiarism in academic and scientific research activities at Vietnam Japan University (Issued together with Decision No 700/QĐ-ĐHVN dated 30/9/2021 by the Rector of Vietnam Japan University) This dissertation is being submitted in partial fulfillment of requirements for the master’s degree in Business Administration Other sources are acknowledged by giving explicit references Signature: Le Hong Long Date: July-2022 ACKNOWLEDGEMENT The Master's thesis was finished owing to the substantial assistance of many persons who provided excellent direction and readiness to help with this research First, I'd like to express my sincere gratitude to my wonderful supervisor, Assoc Prof Kodo Yokozawa and Dr Yoshifumi Hino, for their support and several valuable recommendations for my Master's thesis I'd want to thank not just my program - Master of Business Administration – and all of the people in it, notably Mrs Huyen Huong, the MBA program's assistant, Dr Yoshifumi Hino, Tuan Sensei, and Tu Sensei, but also the team at YNU IPO, for their assistance during my studies Matsui Sensei, Guo Sensei, Tanabu Sensei, Morita Sensei, Inoue Sensei, Kodo Sensei, Kurata Sensei, Yang Sensei, Sakakibara-san, Maeda-san, and other Professors from YNU will always be remembered in my heart Last but not least, I am eternally thankful to my family and friends for always being by my side and encouraging me to finish this journey As a result, I consider myself very fortunate to have all of you in my life Thank you all once again Ha Noi, July 2022 Author Le Hong Long ABSTRACT Purpose – This study aims to answer how brand-related communications, including advertising content disseminated on TikTok platforms, can enhance positive perceived value, and evoke good purchase intention from consumers Design/methodology/approach – This study surveys 162 consumers using TikTok in Viet Nam The data were analyzed by SPSS, which was used to specify both the measurement and structural models The Sobel test tested the mediating effect of perceived value Finding – The findings demonstrate positive and significant relationships between TikTok advertising content, perceived value, and purchase intention Perceived value has substantial mediating effects on TikTok advertising content and purchase intention Besides, the relationship between TikTok advertising content and purchase intention is significant Practical implications – This paper proffers insights to brand managers and marketers on leveraging social media content by unearthing the roles of traditional marketing communications such as social media advertising in enhancing customers' perceived value and improving consumers’ purchase intention In addition, the fact that TikTok is a new social platform has a substantial impact on young people's purchasing trends, which will help businesses focus more on promoting online communication Keywords: Marketing communication, Social media advertising, Advertising content, Perceived value, Purchase intention, SOR theory TABLE OF CONTENTS CHAPTER INTRODUCTION…………… .1 1.1 Research background 1.1.1 Practical motivation 1.1.2 Theoretical motivation 1.2 Research objectives 1.3 Research contribution 1.3.1 Practical contribution 1.3.2 Theoretical contribution 1.4 Research scope 1.5 Research structure CHAPTER 2: LITERATURE REVIEW…… 2.1 S-O-R Theory 2.2 TikTok advertising content 2.3 Perceived value 2.4 Purchase intention 2.5 Research question 2.6 Hypothesis development 2.6.1 TikTok Advertising Content and Perceived Value 2.6.2 Perceived Value and Purchase Intention 2.6.3 TikTok Advertising Content and Purchase Intention 2.7 Research model CHAPTER 3: RESEARCH METHODOLOGY 3.1 Research process 3.2 Data collection 3.2.1 Population 3.2.2 Data collection process 3.2.3 Measurements 3.2.4 Data analysis approach CHAPTER 4: ANALYSIS RESULTS……… 4.1 Descriptive statistics 4.1.1 Demographic statistic 4.1.2 Descriptive analysis 4.2 Reliability analysis 4.3 Exploratory Factor Analysis (EFA) 4.3.1 Exploratory Factor Analysis for independent variables 4.3.2 Exploratory Factor Analysis for mediator variables 4.3.3 Exploratory Factor Analysis for dependent variables 4.4 Correlation test 4.5 Regression analysis 4.6 Demographic differences in evaluating independent variables 1 4 5 7 10 10 11 11 12 12 13 14 14 14 14 15 15 18 19 19 19 21 22 23 23 24 25 26 27 30 4.6.1 Differences between male and female in evaluating independent variable and mediator variable 30 4.6.2 Differences between male and female in evaluating dependent variable 30 4.6.3 Differences between the level of income in evaluating dependent variable 31 CHAPTER 5: DISCUSSION AND IMPLICATIONS 32 5.1 Discussion of research findings 32 5.2 Research implications 33 5.2.1 Theoretical implications 33 5.2.2 Practical implications 34 5.3 Limitations and suggestions for future research 34 REFERENCE………………….………… 36 Appendix: QUESTIONNAIRE…………… 42 English ……………………………………………………………………………… 42 Vietnamese 45 LIST OF TABLES Table 3.1 Likert 5-point scale 16 Table 3.2 Measurement scale development 16 Table 4.1 Demographic Characteristics of Respondents 20 Table 4.2 Descriptive statistics of the scale items for independent, mediator and dependent variables 21 Table 4.3 Cronbach’s alpha summary 22 Table 4.4 Exploratory Factor Analysis for independent variables 23 Table 4.5 Exploratory Factor Analysis for mediator variables .24 Table 4.6 Exploratory Factor Analysis for dependent variables 25 Table 4.7 Correlations .26 Table 4.8 Coefficients between PI and AC 27 Table 4.9 Coefficients between PV and AC 27 Table 4.10 Coefficients between PI and AC, PV 28 Table 4.11 Coefficients between PV and AC, PI 29 Table 4.12 Hypothesis testing summary 29 Table 4.13 t-test analysis among independent variables and mediator variables 30 Table 4.14 t-test analysis among dependent variables 30 Table 4.15 ANOVA analysis among income independent variables 31 ii LIST OF ABBREVIATIONS AC: Advertising Content PV: Perceived Value PI: Purchase Intention SNSs: Social Networking Sites iii LIST OF FIGURES Figure Conceptual model 13 Figure Research process .14 Figure Mediation test 27 iv