Citation:

Mai Thi Dung, Ngo Y An. "Research on the Purchase Intention Through Tiktok Affiliate Marketing of Vietnamese Youth" International Research Journal of Economics and Management Studies, Vol. 3, No. 7, pp. 409-421, 2024.

Abstract:

To study the factors that influence youth’s intention to purchase through Tiktok Affiliate Marketing in Vietnam, researchers utilized qualitative and quantitative research methods based on the analysis of data and statistics collected from a survey of 302 Vietnamese youth and 252 respondents who had experienced purchasing through Tiktok Affiliate Marketing were investigated to determine the extent of the effect that these determinants have. Researchers have also implemented the use of the SMARTPLS program to process the collected survey data. Analysis results demonstrated that the explanatory variables impacting Vietnam’s youth’s motivation to purchase using Tiktok Affiliate Marketing (YD), which ranges from strongest to weakest impact—” Perception of usefulness” (NT), “Trust” (TC), “Consumers’ feedback” (PH), “Promotions” (KM), and “Social impact” (XH)—are not statistically significant enough to conclude that there is a direct relationship between the explanatory variables and the response variable PI. With the collected data, researchers provide symposiums to optimize consumption benefits for Vietnamese adolescent consumers, as well as advantages for brands and influencers who need to have applicable business strategies.

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Keywords:

Purchase intention, Tiktok Affiliate Marketing, youth, Vietnam.