| dc.description.abstract | This research investigates factors influencing online purchase intentions of
Generation Alpha consumers (aged under 13 years) on the emerging TikTok Shop
platform in Ho Chi Minh City, Vietnam. Employing an adapted Technology
Acceptance Model, a survey of 412 TikTok Shop users examined how value, usability,
reputation and trendiness perceptions shape adoption decisions.
Key findings reveal social motivations and trust strongly encourage youth
adoption, while convenience has less impact. TikTok Shop’s trendsetting status among
Vietnam’s digital natives plays an outsized role in driving participation.
For retailers and regulators alike, cultivating vibrant yet ethical social
commerce ecosystems requires emphasizing security, understanding juvenile
preferences, and continually realigning with youth culture. As pioneers in capturing
Generation Alpha’s burgeoning consumption, ensuring positive early experiences
safeguards life-long loyalty.
The study contributes timely empirical insight and practical guidance
regarding an under-researched innovational buying environment. It paves the way for
further inquiries assessing platform viability and responsible, sustainable growth
strategies for nascent consumer segments | en_US |
