Business Research Method BBUS - Group report - TikTok

1 Table of Content Abstract..........................................................................................................................5 I. Introduction............................................................................................................... 5 1.1 Background of the study..................................................................................... 5 1.2 Problem Statements.............................................................................................6 1.3 Research Objectives............................................................................................ 7 II. Literature Review and Theoretical Framework................................................... 7 2.1 Key Concepts...................................................................................................... 7 2.1.1 Short-form Videos...................................................................................... 7 2.1.2 Purchase Intention...................................................................................... 8 2.2 Factors affect Purchase Intention........................................................................ 8 2.2.1 KOL/KOCs’ Credibility............................................................................. 8 2.2.2 Content Quality...........................................................................................9 2.2.4 Visual........................................................................................................ 10 2.3 Theoretical Frameworks....................................................................................10 III. Research Methodology.........................................................................................11 3.1 Research design................................................................................................. 11 3.1.1 Desk Research.......................................................................................... 12 3.1.2 Exploratory Research................................................................................12 3.1.3 Conclusive Research.................................................................................12 3.2 Sample characteristic.........................................................................................12 3.3 Qualitative Research......................................................................................... 13 3.3.1 Data Collection......................................................................................... 13 3.3.2 Data Analysis............................................................................................13 3.4 Quantitative Research....................................................................................... 14 3.4.1. Questionnaire design and data collection................................................ 14 3.4.2. Data Analysis...........................................................................................14 IV. Qualitative Research Result.................................................................................16 V. Hypothesis development and Final theoretical framework................................17 5.1 KOL/KOC Credibility and Purchase Intention................................................. 17 5.2 Content Quality and Purchase Intention...........................................................18 5.3 Convenience and Purchase Intention................................................................ 18 5.4 Visual and Purchase Intention........................................................................... 19 5.5 Scarcity Message and Purchase Intention......................................................... 19 5.6 Final Theoretical Framework............................................................................ 20 VI. Quantitative Research Result..............................................................................20 6.1 Descriptive Data Analysis.................................................................................20 6.1.2. Demographic Profile................................................................................20 3 6.1.3. Descriptive Statistics............................................................................... 21 6.2 Reliability Analysis.......................................................................................... 22 6.3 Factor Analysis..................................................................................................22 6.4 Regression......................................................................................................... 25 6.5 Cluster analysis and ANOVA one-way test...................................................... 27 VII. Limitations and Future Research......................................................................29 VIII. Conclusion and Recommendations..................................................................30 8.1 Conclusion and Discussion............................................................................... 30 8.2 Theoretical implication..................................................................................... 30 8.3 Recommendation...............................................................................................31 8.3.1 Creating FOMO with visual stories for scarcity-motivated shoppers...... 31 8.3.2 Turning entertainment into commerce: KOL/KOC-driven campaigns.... 31 8.3.3 TikTốt – Tốt cùng Tiktok (Tiktốt - Better with TikTok).......................... 32 IX. References............................................................................................................. 33 X. Appendix.................................................................................................................38 Appendix 1: Problem statement.............................................................................. 38 Appendix 2: Research Methodology.......................................................................39 Appendix 3: Qualitative Research Result............................................................... 44 Appendix 4: Quantitative Research Result............................................................. 57 Appendix 5: Recommendations.............................................................................. 68 Appendix 6: Coding................................................................................................ 69 4 Abstract This research investigates the key factors that have an impact on Gen Z consumers’ purchase intention on TikTok through short-form videos, based on the Theory of Planned Behavior (TPB). Using mixed-methods approach that combines qualitative (focus group discussions and in-depth interviews) and quantitative techniques (survey of 310 respondents, reliability analysis, EFA, multiple linear regression, cluster analysis, and ANOVA), the study explores the impact of five variables: KOL/KOCs’ Credibility, Content Quality, Convenience, Visual Appeal, and Scarcity Message. Regression results reveal that Scarcity Message, Visual Appeal, and KOL/KOCs’ Credibility significantly and positively influence purchase intention, while Convenience shows no significant effect. Cluster analysis identified three distinct Gen Z consumer segments: (1) scarcity- and visual-driven buyers with the highest purchase intention (M = 3.63), (2) KOL/KOC-driven buyers with moderate purchase intention (M = 3.04), and (3) low-engagement consumers with low purchase intention (M = 2.73). These findings highlight the importance of scarcity cues, engaging visuals, and trustworthy influencers in shaping purchase decisions on TikTok. Based on these insights, three recommendations are proposed: (1) design urgency-driven visual storytelling campaigns to create FOMO and convert scarcity-motivated shoppers; (2) leverage influencer-driven entertainment content by integrating KOL/KOCs into shows or collaborations to build authenticity and drive engagement; and (3) launch long-term brand campaigns such as “TikTốt - Better with TikTok” to attract ethically-conscious Gen Z customers and foster loyalty. Keywords: TikTok, Gen Z, Purchase Intention, Short-form Video, KOL/KOCs’ Credibility, Scarcity Message, Visual Appeal, Content Quality. I. Introduction 1.1 Background of the study The significant growth of digital platforms has transformed how consumers discover, evaluate, and purchase products, especially among younger generations. Social media has shifted from being a channel for connection to a powerful engine of commerce, giving rise to the model of social commerce. A key phenomenon within this model is “Shoppertainment”, which uses shoppable video content to combine entertainment and education, blurring the line between content consumption and purchasing (1). Instead of being driven by search, consumer journeys now start with engaging content, community interaction, and creator recommendations, which then seamlessly transition into shopping actions (2). TikTok has become the global pioneer and market leader in this trend through its content‑to‑commerce model powered by algorithmic 5 discovery, engaging short‑form videos (typically under three minutes), and seamless in‑app purchasing features. This model has redefined how consumers engage with products online by combining immediacy, visual appeal, and entertainment value (3). This transformation has led to the rise of social commerce, where platforms integrate content with direct purchase functions. In Vietnam, TikTok’s user base has reached over 50 million active users in 2024 (4), making it a key platform for brands targeting Gen Z and young millennials. Unlike traditional e-commerce platforms, TikTok integrates user-generated content (UGC), algorithm-driven discovery, and in-app purchase features, creating a seamless “content-to-commerce” experience that significantly shortens the consumer decision-making process (5). The effectiveness of short-form video in driving purchase intention can be explained by its ability to enhance visual persuasion, foster parasocial relationships with influencers, and provide instant gratification. Previous studies have emphasized that trust in key opinion leaders (KOLs/KOCs) is an essential element influencing purchase behavior (6). In addition, content relevance and visual storytelling have also been found to strongly shape consumers’ purchasing decisions (7). Gen Z consumers also value authenticity and convenience, and they prefer platforms where product discovery, evaluation, and transaction can all occur without switching applications (8). In this context, understanding how TikTok short-form videos shape purchase intention among Gen Z in Vietnam becomes important. By focusing on these determinants, the study aims to provide both theoretical insights into consumer psychology and actionable implications for marketers operating in the fast-growing domain of social video commerce. 1.2 Problem Statements Although TikTok has become one of the most influential digital platforms for Gen Z, its ability to convert high engagement on short-form videos into actual purchase behavior remains limited. Despite leading the trend of shoppertainment, TikTok still trails behind Shopee in Vietnam’s e-commerce market. Shopee dominated Vietnam’s e‑commerce market in the first half of 2024 with around 63% of total GMV, while TikTok stood at about 28%. By Q1 2025, TikTok’s share increased to 39%, narrowing the gap with Shopee at 58%; however, this rapid growth has not yet translated into sustained market dominance (See Appendix 1.1). Recent evidence also shows that turning TikTok engagement into actual sales remains a major difficulty worldwide. According to Statista (2025), 58.2% of marketers identify “difficulty driving traffic to TikTok” as the primary challenge, followed by 6 low conversion rates (14.1%) and content production costs (12.1%) (See Appendix 1.2). These findings highlight that