The Impact Of Social Commerce On Consumers' Purchase Intention: A Study Of Tiktok Shop In Vietnam's Beauty Industry

Abstract

Social commerce is booming and drawing many attention of social media users in Vietnam, especially with the rapid growth of TikTok Shop that many sectors can leverage this to thrive. The main purpose of this study is to identify the variables that affect a consumer's purchase intention about beauty products on social commerce – TikTok Shop and to investigate buy intentions based on the consumer's cognitive assessment. This study also found that other closely linked social awareness indicators had an impact on consumers' purchasing intentions toward the beauty products in this social commerce platform. The quantitative method was used to collect data online about 246 valid responses who have already had experience buying beauty products on TikTok Shop. Then, the structural equation modelling was used to examine the correlation of factors, including the social awareness components and value’s perception, affect the purchase intention about beauty products. This study finds that customers' purchasing decisions are influenced by perceived value (enjoyment, flow) and social awareness aspects (endorsement), and there are distinct behavioral intentions for different gender. Moreover, the research also contributed to managerial implications for beauty brands and the beauty-product sellers for gaining the purchase intention of consumers.