Research on the role of influencers in Gen Z's purchasing decisions on TikTok Shop in Hanoi

Abstract

The article focuses on the important role of factors influencing the purchasing decisions of the Gen Z generation when using the TikTok Shop platform. It deeply analyzes the influence of six main variables are Informativeness, Credibility, Trustworthiness, Likeability, Interaction and the impact of the Entertainment. Studies cited from various sources include analyses of these factors on consumers' online purchasing behavior. The article underscores TikTok Shop's growing significance as a platform where Gen Z explores, discovers, and decides on purchases, driven significantly by influencers and other motivating factors in their decision-making process.