Researching Factors that Affect the Shopping Decisions of Shopping in Tiktok

Nguyen, Thi Van Trang and Nguyen, Thi Thu Thuy and Do, Thi Thanh Tam (2024) Researching Factors that Affect the Shopping Decisions of Shopping in Tiktok. Journal of Data Science, 2024 (16). pp. 1-6. ISSN 2805-5160

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Abstract

In recent years, Tiktok Shop, a social networking platform that was born, has been changing the landscape of the e-commerce market. The way of shopping through short videos is a new method of shopping and the key to the success of TikTok. When customers watch short videos, TikTok will build on consumer habits and journeys to better meet user needs. The article analyzed the influence of 9 factors on the purchase intention of users based on the combination of the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM). The result shows that there are 4 factors that directly and positively affect shopping behavior: "Opinion of the reference group", "My own beliefs", "Videomaker", and "Perceived value". Thus, the article proposes appropriate and practical solutions to help sellers better understand customer psychology and have strategies to keep the consumers and increase sales efficiency.

Item Type:	Article
Uncontrolled Keywords:	Short Videos, Buying Decision, Shopping, Tiktok
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce Q Science > QA Mathematics > QA76 Computer software
Depositing User:	Unnamed user with email masilah.mansor@newinti.edu.my
Date Deposited:	23 Jul 2024 06:43
Last Modified:	01 Aug 2024 02:43
URI:	http://eprints.intimal.edu.my/id/eprint/1943

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