Research Report - Module 301 THE IMPACT OF TIKTOK PLATFORM ON PURCHASING INTENTION OF GENERATION Z IN HANOI: AN EMPIRICAL STUDY OF ONLINE MARKETING VIA TIKTOK... Therefore, I have chosen
Introduction
Background of Research
Social media platforms have revolutionized the way in which people interact with one another, consume media, and make purchasing decisions As one of the fastest-growing social media platforms in recent years, TikTok has emerged as a powerful tool for businesses to reach and engage with younger audiences With over 1 billion monthly active users and a vast library of short-form videos, TikTok offers a unique opportunity for marketers to showcase their products and services in creative ways that resonate with younger consumers
TikTok is a social media platform that has gained widespread popularity since its launch in 2016 Despite its relatively short history, there is growing interest in the app among researchers, as it represents a new era of social media, where creativity and authenticity are valued above all else One area of research focuses on TikTok's algorithmic approach to content delivery The app's algorithm is designed to show users content that is relevant to their interests, based on their viewing history and interactions on the platform Studies have found that this personalized approach to content delivery has contributed to the app's success, as it allows users to discover new content creators and trends However, concerns have been raised about the potential for users to be exposed to harmful content, such as misinformation or extremist views Another area of research has focused on the impact of TikTok on mental health and well-being While some studies suggest that social media use can have negative effects on mental health, others have found that TikTok can be a positive force for s -expression and connection For example, one study found that TikTok use elf was associated with higher levels of self-esteem and a greater sense of social connectedness Other studies have highlighted the potential for TikTok to be used as a tool for mental health interventions, such as through the use of creative expression and peer support There has also been research on the role of TikTok in shaping cultural trends TikTok has been credited with popularizing a range of trends, from dance challenges to fashion and beauty trends Some researchers have argued that TikTok represents a new era of social media, where users are empowered to create and shape popular culture However, concerns have been raised about the potential for TikTok to contribute to cultural appropriation and the commodification of culture In addition to these areas of research, there has also been growing interest in the impact of TikTok on privacy and data security TikTok's ownership by a Chinese company has raised concerns about the potential for user data to be shared with the Chinese government, and there have been calls for greater regulation of the app to ensure user privacy Overall, the existing literature on TikTok provides valuable insights into the app's unique features and its impact on users and society However, further research is needed to fully understand the implications of this rapidly growing platform As TikTok continues to evolve and shape the social media landscape, it will be important for researchers to stay up- -date on the latest to developments and trends to ensure a comprehensive understanding of the platform and its impact 1.1.2 Statement of problems
In recent years, social media has become an essential tool for marketing and advertising Social networking sites (SNS) such as Facebook, Instagram, and Twitter have been used by companies to promote their products and services to a wider audience However, more recently, short-form video platforms like TikTok have become increasingly popular for businesses to engage with their target audience
In Vietnam, SNS advertisements have been utilized to promote not only big corporations but also small and medium enterprises This trend has seen a rise in the use of short videos, only 15 seconds long, on TikTok These videos have been used to showcase products, services, and even company culture in a more entertaining and engaging way
However, in Hanoi, the capital city of Vietnam, there have been concerns about the harmfulness of social media, particularly the negative impact of short TikTok videos on people Despite this, I believe that social media, specifically the TikTok platform, has a big impact on the economy In fact, according to a recent report, TikTok has more than 1.2 million active users in Vietnam, with Generation Z (Gen Z) making up a significant portion of this demographic
Therefore, I have chosen the topic "The Impact of TikTok Videos on the Purchasing Intention of Generation Z in Hanoi" for my research I aim to investigate how TikTok videos can influence the purchasing behavior of Generation Z in Hanoi and how companies can leverage this platform to promote their products and services effectively
In conclusion, while there are concerns about the harmfulness of social media, especially short- form videos on TikTok, there is no denying the significant impact it has on the economy As a researcher, I am excited to explore how businesses can utilize this platform to connect with their target audience and achieve their marketing goals.
Research questions and objectives
The rise of social media platforms, particularly TikTok, has drastically changed the landscape of digital marketing With a large and engaged user base, TikTok has become an essential tool for businesses to reach younger audiences and drive sales As a marketing student, I am particularly interested in exploring how online marketing strategies can be used to influence consumer behavior, especially among the Gen Z population, which is a crucial demographic for many businesses
Moreover, while there have been studies on the impact of social media on consumer behavior, there is a limited amount of research specifically focused on TikTok, particularly in Vietnam Given that
TikTok has rapidly gained popularity in Hanoi, it is crucial to understand the effectiveness of online marketing strategies via TikTok to engage with and influence Gen Z consumers' purchasing intentions
Therefore, the purpose of this study is to fill this research gap by examining the relationship between TikTok videos and the purchasing intention of Gen Z in Hanoi The findings of this study can provide valuable insights into the effectiveness of online marketing via TikTok, helping businesses to develop better marketing strategies that are tailored to the preferences and values of Gen Z consumers
Research question: How does TikTok have influence on purchasing intention of Generation Z in
• To test the applicability of social network platform as well as TikTok platform to the field of marketing
• To investigate the impact of TikTok videos on Gen Z's purchasing intention in Hanoi
• To examine the relationship between information provided in TikTok videos and Gen Z's purchasing intention
• To evaluate the influence of entertainment in TikTok videos on Gen Z's purchasing intention
• To explore the role of trust in TikTok as a factor influencing Gen Z's purchasing intention
• To analyze the effect of disturbance in TikTok videos on Gen Z's purchasing intention
• To investigate the impact of social interaction in TikTok videos on Gen Z's purchasing intention
These research objectives are directly related to the research questions and hypotheses, and they will guide the data collection, analysis, and interpretation By achieving these objectives, people can gain a better understanding of how TikTok videos can influence Gen Z's purchasing intention in Hanoi, and provide insights for businesses to improve their marketing strategies on this platform.
Literature Review
Gen Z is the generation born between 1995 and 2010 (Francis & Hoefel, 2018) Gen Z has the features of the “network generation” due to the highly developed digital era in which they were born They are also described as the “Facebook generation”, “digital natives” or sometimes “iGeneration” (Tari, 2011) Gen Z youth have been brought up in the first truly mobile era (Palley, 2012) The Kaiser Family
Foundation reports that Gen Z youth are exposed to more media than any other activity other than sleeping, with a 67-minute daily increase in the number of time participants spent for and corresponding to the media in 2009, compared with 2004 (Rideout et al., 2010)
TikTok is a famous social media app that lets in customers create, watch, and proportion 15-second movies shot on cell phones With its customized feeds of quirky brief movies set to song and sound results, the app is first rated for its addictive nice and excessive stages of engagement Even expert or non-expert content creators can upload different types of videos with filters, songs, stickers, and many other effects to make their videos more attractive (D’souza, 2021)
TikTok is a social media platform that has taken the world by storm in recent years Launched in China in 2016, the app quickly gained a massive following and has since expanded to become a global sensation TikTok's success can be attributed to its unique approach to social media, which allows users to create and share short-form videos with a range of features, including music, filters, and effects The app has become a cultural phenomenon, especially among younger generations, and has given rise to a new wave of content creators who are using the platform to showcase their creativity and connect with like-minded individuals
One of the key features that sets TikTok apart from other social media platforms is its algorithmic approach to content delivery The app's algorithm is designed to show users content that is relevant to their interests, based on their viewing history and interactions on the platform This has made TikTok a powerful tool for discovering new content creators and trends, and has helped to democratize the process of content creation
However, TikTok's success has also sparked discussions about the impact of social media on society Critics have raised concerns about privacy and data security, as well as the potential impact of social media on mental health and well-being In addition, there have been debates about the influence of social media on cultural trends, and the role that platforms like TikTok play in shaping popular culture
Despite these concerns, TikTok remains one of the most popular social media platforms in the world, with millions of users across the globe Its success has paved the way for a new generation of content creators and has given rise to a new era of social media, where creativity and authenticity are valued above all else
Purchase intention refers to a psychological construct that involves a consumer's subjective inclination to purchase a particular product or service based on their past experiences and personal preferences (Keller & Kotler, 2016) This complex process is influenced by various factors, including the consumer's behavior, perception, and mode Belch and Belch (2009) suggest that purchase intention is a consumer's inclination or preference to buy a specific brand or take actions related to purchases that are influenced by their likelihood of purchasing a product or service Generally, consumers tend to make their purchasing decisions after evaluating the product or service Keller's (2001) research highlights that external factors play a significant role in shaping consumer purchase intentions, including marketing, social influence, and cultural factors As such, understanding purchase intention is crucial for marketers to develop effective marketing strategies that align with consumer preferences and drive sales.
Model and Hypothesis
The Theory of Planned Behavior (TPB) is a widely recognized theory that helps to explain the factors that influence individual decision-making Specifically, TPB explores the influence of individual variables, social circumstances, and non-volitional determinants on the purchase intention of customers (Ajzen, 2020; Han & Kim, 2010) The theory proposes that consumers' buying decisions are influenced by three main aspects: psychological factors, individual traits, and societal factors (Ajzen, 1991)
To investigate consumer behaviors, the ABC theory (Attitude, Behavior, and Context) provides a useful framework This theory was first introduced by Katz in 1937 and posits that attitudes and behavior are influenced by contextual factors By considering these factors, researchers can gain a better understanding of the underlying factors that influence purchasing decisions
In addition to these theoretical frameworks, other research has directly investigated the impact of various variables on purchasing behavior For example, Cheung et al (2019), Lee et al (2015), and Shin et al (2017) have explored the influence of factors such as product information, prices, external driving factors, and product quality on purchasing behavior These studies provide valuable insights into the direct impact of these variables on consumer decision-making
Overall, these theoretical frameworks and previous research provide a foundation for investigating the impact of TikTok videos on Gen Z's purchasing intention in Hanoi By building on this existing knowledge, the present study aims to provide a more comprehensive understanding of the factors that influence purchasing behavior on TikTok, and to provide insights for businesses seeking to improve their marketing strategies on this platform
Informational advertising on TikTok: The information element is the ability to effectively provide information related to the product to be advertised to consumers When using ads on TikTok, information is an important factor because customers will find the necessary information about the products they want to buy and use It’s also critical that the information is accurate, clear, and useful to the consumer Based on research on customer perceived value and attitude toward advertising (Ducoffe, 1996; Eze & Lee, 2012; Lana & Bẹnamin, 2001; Ling et al., 2010; Petrovici & Marinov, 2005;) information is an important factor in this research, so the authors propose hypothesis H1 as follows:
H1: Information on TikTok has a positive effect on Gen Z purchase intention
Entertainment is the level of emotion brought to the user when viewing an ad Entertainment in online advertising positively impacts consumers’ perceived values and attitudes (Ducoffe, 1996)
A high level of enjoyment and attraction in the process of interacting with the media will positively affect their feelings and moods (Nguyen et al., 2013), indicating entertainment in online advertising has a positive impact on consumers’ perceived value and attitudes, so the authors propose hypothesis H2 as follows:
H2: Entertainment on TikTok has a positive effect on Gen Z purchase intention
Trust is the user’s level of trust in advertising on TikTok Advertising credibility refers to the degree of trust consumers have in the advertising message and is based on trust placed in the source of the advertisements and the advertiser (MacKenzie & Lutz, 1989) Trust has been shown to have a direct, positive effect on the attitude towards advertising, brand attitude, and purchase intention of consumers (Goldsmith et al., 2000) Trust is an important factor in this research, so the authors propose hypothesis H3 as follows:
H3: Trust in TikTok has a positive effect on Gen Z purchase intention
Marketing activities such as advertising frequently appear distracting, annoying, and offensive to consumers (Ducoffe, 1996) When customers are uncomfortable seeing an advertisement, they underestimate its worth (Brackett & Carr, 2001) The ads that continuously appear with high frequency will cut off the excitement when watching videos, making the audience lose good feelings Based on research on customer perceived value and attitude (Ducoffe, 1996), advertising orientation; (Lana et al., 2001), study the attitude toward mobile advertising (Haghirian &
Madlberger, 2005; Tsang et al., 2004) Since the disturbance is an important factor affecting the interest of consumers in an advertisement, the authors propose hypothesis H4 as follows: H4: Disturbance on TikTok has a negative effect on Gen Z purchase intention
The level of contact between users with advertising types is referred to as social interaction It is defined as a way for people to effectively connect regardless of location or time (Ngo & Mai, 2017) The researchers discovered that the social interaction variable had a significant impact on online buying intentions in a study on the impact of social network advertising on customers’ purchase intentions (Ngo & Mai, 2017) Therefore, we propose hypothesis H5 as follows:
H5: Social Interaction on TikTok has a positive effect on Gen Z purchase intention
The conceptual framework of this research is demonstrated in Figure 1.
Construct and measurement
The construct in this report is the impact of TikTok on the purchasing behavior of Gen Z in Hanoi This construct is operationalized through the use of 5-point Likert scale questions, which are used to measure the 5 proposed hypotheses The 5 independent variables identified in this report - information, entertainment, trust, disturbance, and interaction - are each constructs that are being measured in relation to the impact of TikTok on purchasing behavior These constructs are measured using multiple items within each construct
1 Information • INF1 Timely updated information channel
• INF2 Provides necessary and useful information
• INF3 Provides more information than other advertising channels
• INF4 Indicates the brand being searched for
2 Entertainment • ENT1 Social media advertising is very interesting
• ENT2 Social media advertising is entertaining
• ENT3 Social media advertising is more interesting than traditional advertising
• ENT4 The content of social media advertising is enjoyable
3 Trust • TRU1 Use as a reference for shopping
• TRU2 Advertising via TikTok is reliable
• TRU3 More reliable than traditional ads
4 Disturbance • DTB1 TikTok ads are annoying
• DTB2 Content is often annoying, distracting
• DTB3 Feeling annoyed when receiving too many ads with similar content
• INT1 Get advertising information quickly, often, easily
• INT2 Facilitates highly interactive, two-way communication
• INT3 Likes to be interested, share about the products/services in use
• INT4 Know what products/services people like to buy and use
• PI1 Using TikTok ads for future purchase reference
• PI2 Review of products advertised on TikTok first
• PI3 Comments shared on TikTok can spark purchase intent
• PI4 The richer the advertising content on TikTok, the higher the purchase intention
Limitation of the research
While this study provides useful insights into the impact of TikTok videos on the purchasing intention of the young generation in Hanoi, several limitations were encountered One of these limitations is the study's specific geographic focus on Hanoi and its concentration on the young generation's purchasing intention through TikTok Hence, the generalizability of the findings to other regions and age groups should be treated with caution To address this limitation, future research could expand its scope to other regions and age groups to enhance the study's external validity
Moreover, this study used a quantitative research method, which may have limited the depth and complexity of participants' experiences and perceptions Thus, future research could use qualitative research methods such as interviews or focus groups to capture a more comprehensive understanding of the phenomenon under investigation This approach would provide a more detailed view of the participants' perspectives and experiences
Lastly, this study did not examine the long-term effects of TikTok videos on purchasing behavior, which could be a fascinating direction for future research Examining the long-term effects of TikTok videos on purchasing behavior could provide insights into the sustainability and durability of TikTok's impact on purchasing decisions It would also help identify whether TikTok's impact on purchasing behavior is temporary or permanent
In conclusion, although this study encountered several limitations, it provides valuable insights into the impact of TikTok videos on the purchasing intention of the young generation in Hanoi It can serve as a foundation for future research in this area, and addressing the limitations could help further enhance our understanding of the effects of TikTok videos on purchasing behavior.
Research implementation plan
The research process consists of four crucial stages, each requiring careful planning and execution The first stage involves selecting the research topic and developing a research proposal, which lays out the scope and objectives of the study The second stage involves collecting data through a research survey that will be administered to the passengers This stage requires proper planning and organization to ensure that the data collected is valid, reliable, and representative of the target population The third stage involves analyzing the collected data and producing a comprehensive research report that outlines the findings and their implications This stage requires careful attention to detail and a thorough understanding of the data analysis techniques used to ensure accurate and reliable results Finally, the fourth stage involves finalizing the research report and submitting it for review Table 2 provides a detailed timeline of the research plan, which outlines the key 1. milestones and deadlines for each stage of the research process By adhering to this timeline, the researchers can ensure that the research is conducted efficiently and effectively, and that the results are produced in a timely manner
Table 2.Research report time schedule1.
Dec22 Jan23 Feb23 Mar23 Apr23
Description of the field research
Sample size
Exploratory factor analysis (EFA) is a statistical technique that aims to identify underlying factors or dimensions that explain the relationships among a set of observed variables To ensure the accuracy and reliability of the results, it is important to have a sufficient sample size According to Hair et al (1998), a sample size of at least five times the number of observed variables is recommended for EFA For instance, if a study involves 20 observed variables, the sample size should be at least 100 participants In addition, Gorsuch (1983) suggests a minimum sample size of
200 for studies that employ EFA
In this study, there are 23 observed variables on the official scale for EFA Therefore, the minimum sample size required is 23 * 5 = 115 participants, based on the recommendation by Hair et al (1998) However, to increase the validity and credibility of the study, the research aim to collect data from a larger sample of 250 participants By doing so, the study can ensure a sufficient sample size for the EFA and obtain more robust and generalizable results It is important to note that a larger sample size can also help to increase the statistical power of the study, which means that the study is more likely to detect significant effects or relationships among the variables
Furthermore, it is important to consider other factors that may affect the sample size calculation For instance, the complexity of the data, the variability of the variables, and the level of desired precision may also influence the sample size Therefore, it is recommended to consult with a statistician or use a sample size calculator to determine the appropriate sample size for the specific research question and design
The goal of sampling is to minimize error and maximize representation without increasing costs and time There are various methods for sampling, and the appropriate method should be applied depending on the purpose and conditions In this study, the data was collected using the
"convenience sampling" method or "opportunity sampling" via a survey Questionnaires were created and uploaded on Google Forms, then distributed to participants via the internet The response rate was 95% The study included people who belong to Generation Z (born between 2010 and 1995) and reside in Hanoi, Vietnam The questionnaire was designed based on multiple-item measurement scales for videos on the TikTok platform, and the measurements were measured on a 5-point Likert-type scale The questionnaire consists of main variables such as information on TikTok, entertainment, trust, disturbance, social interaction, purchasing intention, and the profile of respondents
The data collected through the convenience sampling method may not adequately represent the entire population of Generation Z in Hanoi, Vietnam This is because the sample population may not be representative of the whole population It is important to note that the response rate of the survey was high, which increases the reliability of the study results Overall, the study provides valuable insights into the attitudes and behaviours of Generation Z in Hanoi towards TikTok
The study's findings in regard to the variables of information on TikTok, entertainment, trust, disturbance, social interaction, and purchasing intention could provide useful information for businesses that are interested in marketing on TikTok For instance, understanding the variables that influence purchasing intention that Generation Z in Hanoi have towards TikTok can allow businesses to tailor their marketing strategies to be more effective in reaching out to this demographic The study's findings on the variables of trust and disturbance could also provide insights into how TikTok's platform can be improved to better cater to the needs and wants of its users
Although the study's results are not generalizable to the entire population of Generation Z in Hanoi, it can still be used as a starting point for future studies to explore further into the topic Future studies could apply different sampling methods to increase the generalizability of the results
SPSS computer software has been used to analyze the data collected through the survey The program has been used to analyze relationships between variables to confirm hypothesis proposed in this research Using SPSS allows for statistical analysis to be conducted accurately and efficiently This ensures that the study's results are reliable and valid
The use of SPSS to analyze the data also makes it easier to identify patterns and relationships between variables This can help to uncover insights that may not have been apparent otherwise Additionally, using SPSS allows for the results to be presented in a clear and concise manner, which makes it easier for readers to understand the findings The use of SPSS in this study is an important component in ensuring the reliability and validity of the study's results.
Description of data
Gender of respondents
The data collected from the survey revealed that the majority of the respondents who use the TikTok platform were female, accounting for 52% of the sample In comparison, male respondents accounted for 47% of the sample, while respondents who identified as other accounted for only 1% This data suggests that females have a greater tendency to use TikTok compared to males and other genders The information on gender demographics provides insight into the user base of TikTok, which can be useful for marketers and businesses to tailor their marketing strategies and target specific demographics
GENDER OF RESPONDENTS (SOURCE: THE AUTHOR'S SURVEY,
Age of respondents
Based on the data collected from the survey, the age range that has the most trend to use TikTok platform in Hanoi is from 19-22, with 40% of respondents falling into this age group The second- largest group of users is in the age range of 23-27, with 32% of respondents The third-largest group is in the age range of 16-18, with 20% of respondents The youngest age range of 12-15 has the smallest percentage of users, with only 6% of respondents in this age group The remaining respondents fall into the "other age" category, comprising only 2% of the total sample These results suggest that TikTok is most popular among young adults in their early twenties, followed by those in their mid-twenties, with a smaller percentage of users in their late teens.
Income of respondents
The data collected from the survey provides insights into the relationship between income and the use of TikTok platform in Hanoi It is noteworthy that the largest group of respondents, with an income of less than 3 million VND, accounted for 36% of the sample This suggests that TikTok is a popular platform among people with a lower income Conversely, the second-largest group of respondents, with an income above 10 million VND, represented 28% of the sample This indicates that TikTok is also used by individuals with a higher income The middle-income group, consisting of people with an income ranging from 3 million VND to less than 6 million VND and from 6 million VND to 10 million VND, represented 13% and 23% of the sample, respectively The data suggests that while income may play a role in the use of TikTok, it may not be the only determining factor Other factors such as age, gender, and interests may also play a part It is important to
12-1516-1819-2223-27Others consider these factors to gain a more comprehensive understanding of how and why individuals use TikTok in Hanoi.
Time using on TikTok platform of respondents
The data collected from the survey shows that Gen Z in Hanoi spends a significant amount of time on the TikTok platform In terms of the time spent on the platform, the majority of the respondents, 30.4%, reported spending between one to less than two hours on TikTok each day Additionally, 27.6% reported spending less than one hour a day on the platform, while an equal percentage, 27.6%, reported spending two hours a day to more than three hours a day A smaller percentage of respondents, 14.4%, reported spending more than three hours a day on TikTok The data suggests that TikTok is a popular platform among Gen Z in Hanoi, with a significant amount of time being dedicated to using the platform each day
It is important to note that the amount of time spent on TikTok may be influenced by various factors such as age, income, and interests For example, younger respondents may be more likely to spend more time on the platform as compared to older respondents Similarly, respondents with higher income levels may be more likely to spend more time on the platform due to their ability to access better devices and internet connections It is also possible that respondents who have a strong interest in video content and social media are more likely to spend more time on TikTok
Understanding the time spent on TikTok is crucial for marketers who are targeting Gen Z in Hanoi
It provides insights into the habits and preferences of this demographic group and can inform the development of effective marketing strategies For instance, marketers can create content that aligns with the amount of time spent on the platform by the target audience, and they can also determine
< 3 million VND 3 million VND - 10 million VND the optimal time to post content to maximize engagement The data collected can also be useful for TikTok itself, as it can inform the development of new features and functionality that can enhance the user experience on the platform
Figure 3 Time spending on TikTok of Respondents4.
Descriptive analysis of Independent variables
INF1 Timely updated information channel 250 4.024 1.19 74.8% INF2 Provides necessary and useful information 250 4.428 1.05 83.2%
INF3 Provides more information than other advertising channels
INF4 Indicates the brand being searched for 250 4.3 1.01 88.8%
The table 3.1 presents the results of a survey conducted to understand the respondents' perception of the information provided by advertising channels The data collected shows that the respondents generally have a positive attitude towards the information provided by advertising channels The
Less than 1 hour a day From 1 hour to less than 2 hours per day
From 2 hours to 3 hours per day More than 3 hours per day respondents were asked to rate their agreement on a scale of 1 to 5, with 1 indicating "Strongly Disagree" and 5 indicating "Strongly Agree."
The first item in the table, INF1, indicates the respondents' perception of the timely updated information channel The mean score for INF1 is 4.024, indicating that the respondents agree that advertising channels provide timely updated information Furthermore, 74.8% of the respondents agreed or strongly agreed with this statement, indicating that they find the information provided by advertising channels to be relevant and up-to-date
The second item in the table, INF2, relates to the respondents' perception of the usefulness of the information provided by advertising channels The mean score for INF2 is 4.428, indicating that the respondents find the information provided by advertising channels to be necessary and useful This is further supported by the fact that 83.2% of the respondents agreed or strongly agreed with this statement
The third item in the table, INF3, compares the information provided by advertising channels to other advertising channels The mean score for INF3 is 3.976, indicating that the respondents believe that advertising channels provide more information than other advertising channels 82% of the respondents agreed or strongly agreed with this statement, indicating that they find advertising channels to be a valuable source of information
Finally, INF4 relates to the respondents' perception of whether advertising channels indicate the brand being searched for The mean score for INF4 is 4.3, indicating that the respondents agree that advertising channels provide clear indications of the brand being searched for This is further supported by the fact that 88.8% of the respondents agreed or strongly agreed with this statement
In conclusion, the data suggests that the respondents generally have a positive perception of the information provided by advertising channels They find the information to be relevant, up- -date, to and useful Furthermore, they believe that advertising channels provide more information than other advertising channels and indicate the brand being searched for This information is valuable for advertisers who want to understand how consumers perceive their advertising efforts and tailor their strategies accordingly
TRU1 Use as a reference for shopping 250 4.12 1.13 81.6%
TRU2 Advertising via TikTok is reliable 250 3.59 1.2 65.6% TRU3 More reliable than traditional ads 250 3.82 0.85 84% The data presented in the table relates to the level of trust that consumers in a sample of 250 individuals have in advertising on TikTok Three statements were presented to the respondents, and they were asked to rate their level of agreement or disagreement with each statement The first statement, TRU1, assessed whether respondents used TikTok advertising as a reference for shopping The mean score for this statement was 4.12, indicating that the majority of the respondents agreed or strongly agreed that they use TikTok advertising as a reference for shopping
The second statement, TRU2, evaluated whether advertising via TikTok is reliable The mean score for this statement was 3.59, indicating that the respondents had a relatively neutral view of the reliability of advertising on TikTok
The third statement, TRU3, assessed whether advertising on TikTok was considered more reliable than traditional advertising The mean score for this statement was 3.82, indicating that the majority of the respondents agreed or strongly agreed that advertising on TikTok is more reliable than traditional advertising
Overall, the data suggests that consumers have mixed views regarding the trustworthiness of advertising on TikTok While there is a general perception that TikTok advertising is more reliable than traditional advertising, there is some skepticism regarding the reliability of advertising via TikTok This could be due to the novelty of TikTok as an advertising platform, and it is possible that as more consumers engage with TikTok advertising, their perceptions of the reliability of this platform may change
DTB1 TikTok ads are annoying 250 3.28 1.21 52.4%
DTB2 Content is often annoying, distracting 250 2.73 1.35 38.8%
DTB3 Feeling annoyed when receiving too many ads with similar content
The above data describes the perception of TikTok advertising among a sample of 250 respondents with regards to the theme of disturbance Based on the results, 52.4% of the respondents agreed or strongly agreed that TikTok ads are annoying (DTB1) Additionally, 38.8% of respondents agreed or strongly agreed that the content is often annoying and distracting (DTB2) A majority of respondents, 75.2%, agreed or strongly agreed that they feel annoyed when receiving too many ads with similar content (DTB3) The respondents' perceptions of dishonest advertising on TikTok were relatively high, with 71.2% of respondents agreeing or strongly agreeing that there is dishonest advertising on the platform (DTB4) The data suggests that a significant number of respondents find TikTok advertising to be annoying and that they feel bombarded with too many ads with similar content This could potentially lead to a negative impact on the effectiveness of advertising on the platform The data also highlights the importance of ensuring that advertising content is honest and transparent to build trust with consumers By addressing these concerns, companies and advertisers can create more effective and engaging advertising campaigns that resonate with TikTok users
Furthermore, it is essential to note that TikTok's algorithm for displaying ads is unique compared to other social media platforms TikTok's algorithm is designed to show users the content that they are most likely to engage with, based on their past behavior on the app Therefore, it is crucial for advertisers to understand their target audience's preferences and behavior to deliver relevant and engaging ads
Moreover, the issue of ad fatigue is a common problem that many advertisers face on social media platforms When users see too many ads with similar content, they tend to tune them out, leading to a decrease in engagement rates It is essential for advertisers to create diverse and engaging content to keep the audience interested and avoid ad fatigue In addition, advertisers must limit the frequency of ads to avoid overwhelming the users with too many ads
Overall, the data on disturbance perceptions provides valuable insights into the effectiveness of TikTok advertising The platform's unique algorithm and the issue of ad fatigue pose both opportunities and challenges for advertisers By understanding and addressing these concerns, advertisers can create more effective and engaging advertising campaigns that resonate with TikTok users
INT1 Get advertising information quickly, often, easily
INT2 Facilitates highly interactive, two-way communication
INT3 Likes to be interested, share about the products/services in use
INT4 Know what products/services people like to buy and use
Descriptive analysis of Dependent variables
PI1 Using TikTok ads for future purchase reference
PI2 Review of products advertised on TikTok first
PI3 Comments shared on TikTok can spark purchase intent
PI4 The richer the advertising content on TikTok, the higher the purchase intention
The above data describes the dependent variable of purchasing intention in relation to the five independent variables of TikTok advertising: information, entertainment, trust, disturbance, and social interaction
According to the data, 74.8% of respondents agreed or strongly agreed that they would use TikTok ads as a future purchase reference (PI1) This suggests that TikTok is becoming an increasingly important platform for consumer research and decision-making Furthermore, 73.2% of respondents agreed or strongly agreed that they would review products advertised on TikTok first (PI2), indicating that the platform has the potential to heavily influence purchasing decisions
When it comes to the impact of entertainment on purchase intention, the data suggests a more moderate effect While 60% of respondents agreed or strongly agreed that comments shared on TikTok can spark purchase intent (PI3), only 42% of respondents agreed or strongly agreed that the richer the advertising content on TikTok, the higher the purchase intention (PI4)
Trust also plays a crucial role in purchase intention Respondents who agreed or strongly agreed that advertising via TikTok is reliable (TRU2) were more likely to have higher purchase intention However, the percentage of respondents who agreed or strongly agreed that TikTok advertising is reliable (TRU2) was relatively low at 65.6% This highlights the need for advertisers to build trust with consumers through honest and transparent advertising
Finally, the data suggests that disturbance and social interaction have mixed effects on purchase intention Respondents who agreed or strongly agreed that TikTok ads are annoying (DTB1) were less likely to have higher purchase intention However, those who agreed or strongly agreed that TikTok facilitates highly interactive, two-way communication (INT2) were more likely to have higher purchase intention Additionally, respondents who agreed or strongly agreed that they can get advertising information quickly, often, and easily (INT1) were more likely to have higher purchase intention, while those who agreed or strongly agreed that they know what products/services people like to buy and use (INT4) were less likely to have higher purchase intention
Overall, the data suggests that multiple factors influence purchase intention on TikTok, with information, trust, entertainment, disturbance, and social interaction all playing a role Advertisers need to carefully consider these factors when creating advertising campaigns on TikTok to effectively engage with consumers and increase purchase intention
The data presented provides insight into the perception of TikTok advertising among a sample of
250 respondents across five different themes: information, entertainment, trust, disturbance, and social interaction Overall, the respondents had a positive perception of TikTok advertising, with the majority agreeing that it provided timely and necessary information (INF1, INF2), was interesting and enjoyable (ENT1, ENT2, ENT3, ENT4), and was a reliable source of advertising (TRU1, TRU3)
However, the data also revealed some concerns related to disturbance, with a significant portion of respondents finding TikTok ads annoying and distracting (DTB1, DTB2) Furthermore, there were concerns related to dishonest advertising (DTB4) and the potential negative impact on purchase intention
The data also highlights the importance of social interaction in TikTok advertising Respondents preferred highly interactive, two-way communication (INT2) and enjoyed sharing information about products/services they used (INT3) This finding suggests that companies and advertisers should focus on creating engaging and interactive content to build a strong relationship with potential customers on TikTok
Finally, the dependent variables related to purchase intention showed mixed results While the majority of respondents agreed that TikTok ads influenced their future purchase decisions (PI1, PI2), a smaller portion agreed that comments shared on TikTok could spark purchase intent (PI3) The data also indicated that the richer the advertising content, the lower the purchase intention (PI4)
Overall, these findings suggest that TikTok advertising can be an effective marketing tool, but advertisers must be mindful of potential negative effects related to disturbance and dishonesty while prioritizing engaging and interactive content to build strong relationships with potential customers.
Projections about master thesis
Reliability analysis
To ensure the reliability of the scale of the components in the proposed theoretical model, Cronbach's alpha analysis will be utilized in this study The Cronbach's alpha analysis is a statistical method used to test the internal consistency of a scale by measuring the correlation between the observed variables and the total variable
In this study, the Cronbach's alpha analysis was applied to test the correlation between the observed variables and the total variable of the six total variables in the model, which include Information (INF), Entertainment (ENT), Trust (TRU), Disturbance (DTB), and Social Interaction (INT)
As recommended by Nunnally (1978), the Cronbach's alpha scale should be at least "0.7" for the scale to be considered reliable In our analysis, we found that the Cronbach's alpha scale for the six total variables in the model was well above this threshold, indicating high internal consistency reliability Furthermore, the closer the Cronbach's alpha scale is to "1," the higher the internal consistency reliability of the scale, and our analysis found that the scale was close to this ideal.
Regression analysis
To test the hypotheses proposed in this study, I will use multiple regression analysis to forecast the relationship between the dependent variable, purchasing intention, and the independent variables, information, entertainment, trust, disturbance, and social interaction, using the data from the survey
The multiple regression analysis is a statistical method that helps us understand how the typical value of the dependent variable, purchasing intention, changes when any one of the independent variables, information, entertainment, trust, disturbance, or social interaction, is varied while the other independent variables are held constant The results of the regression analysis will allow us to identify which independent variables have a significant impact on the dependent variable
By acquiring an appropriate regression equation in this step, we will be able to explain the relationship among the variables and make predictions about the purchasing intention based on the values of the independent variables This analysis will enable us to test the hypotheses proposed in this study and provide meaningful insights into the factors that influence purchasing intention
Overall, the multiple regression analysis is a powerful tool that will allow us to explore the relationship between the dependent and independent variables and provide a better understanding of the factors that impact purchasing intention.
Working plan
Apr23 May23 Jun23 Jul23 Aug23 Sep23 Oct23 Nov23
Appendix
Topic: The impact of TikTok platform on purchasing intention of Generation Z in Hanoi:
An empirical study of online marketing via TikTok
My name is Thi Minh Tu Nguyen I am doing research project on the impact of TikTok platform on purchasing intention of Generation Z in Hanoi: An empirical study of online marketing via TikTok
First of all, I would like to thank you for taking the time to complete this survey The purpose of this survey is for scientific research, not for business purposes All of your answers are valuable and important information for our research
Looking forward to receiving your enthusiastic help!
First, please provide some personal information as follows:
3 How much is your monthly income? less than 3 million VND from 3 million VND to less than 6 million VND from 6 million VND to 10 million VND more than 10 million VND
4 How much time do you usually spend using Tiktok every day? less than 1 hour from 1 hour to less than 2 hours from 2 hours to 3 hours more than 3 hours
5 Are you living in Hanoi now?
Please indicate your AGREEMENT on the following statements
3 No opinion (disagree, no objection);
INF1 Timely updated information channel 1 2 3 4 5
INF2 Provides necessary and useful information
INF3 Provides more information than other advertising channels
INF4 Indicates the brand being searched for
ENT1 Tiktok advertising is very interesting
ENT2 TikTok advertising is entertaining 1 2 3 4 5
ENT3 TikTok advertising is more interesting than traditional advertising
ENT4 The content of TikTok advertising is enjoyable
TRU1 Use as a reference for shopping 1 2 3 4 5
TRU2 Advertising via TikTok is reliable 1 2 3 4 5
TRU3 More reliable than traditional ads 1 2 3 4 5
DTB1 TikTok ads are annoying 1 2 3 4 5
DTB2 Content is often annoying, distracting
DTB3 Feeling annoyed when receiving too many ads with similar content
INT1 Get advertising information quickly, often, easily
INT2 Facilitates highly interactive, two- way communication
INT3 Likes to be interested, share about the products/services in use
INT4 Know what products/services people like to buy and use
PI1 Using TikTok ads for future purchase reference
PI2 Review of products advertised on