| dc.description.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. | en_US |
