A Study On The Influence Of Tiktok User-Generated Content On Gen Z's Purchase Intention: A Case Of Skincare Products
Abstract
In recent years, the rapid expansion of the internet platform has aided in
shifting global purchasing habits. Since the Covid 19 outbreak, the TikTok platform
has been more explosive than ever, with new and original User-generated content
(UGC), particularly for Gen Z users. People increasingly gravitate towards more
inner values throughout the epidemic, which results to considerable changes in
consumption trends. Skincare is regarded as one of the top tier categories of
experiencing consumer behavioral shifts. As a result, this study looks into the impact
of TikTok UGC on Gen Z consumers' purchasing intention of skincare items.
Quantitative approach was applied for the research of 309 respondents, with
257 valid samples, mostly in Ho Chi Minh city. Collected data was then proceeded
through SPSS version 20.0 and AMOS version 20.0 to generate data analysis
outcomes. In detailed, 5 determinants including brand engagement, perceived
credibility, information quality, perceived benefit, perceived authenticity and 1
mediator, which is attitude, were tested to understand their effect towards purchase
intention and proposed recommendation for the industry and future research.
The findings of this study reveal that all five factors have a substantial
influence on Gen Z purchase intentions of skincare products, with attitude toward
UGC acting as a moderator. The conclusions of this study can help managers and
marketers better grasp new marketing communication tactics, as well as content
creators who want to improve their UGC