Researching the impact of TikTok influencers on students’ purchase intention
Vol. 134 No. 5B (2025), Original Article
Vol. 134 No. 5B (2025)

Researching the impact of TikTok influencers on students’ purchase intention

Original Article
https://doi.org/10.26459/hueunijed.v134i5B.7887
Published 2025-06-30
Tran Thi Quynh Giang
Foreign Trade University, Ho Chi Minh City Campus, 15 D5 St., Ward 25, Binh Thanh District , Ho Chi Minh city, Vietnam
Ho Thi Hong Hanh
Foreign Trade University, Ho Chi Minh City Campus, 15 D5 St., Ward 25, Binh Thanh District , Ho Chi Minh city, Vietnam
PDF (Vietnamese)

Keywords

influencer
student
trustworthiness
TikTok
purchasing intention người ảnh hưởng
sinh viên
độ tin cậy
TikTok
ý định mua hàng

Abstract

This research investigates the factors related to influencers that affectthe purchasing intentions of students in Ho Chi Minh City, combining qualitative and quantitative research methods. Data were collected through an online survey using a convenient sampling method from 526 students in Ho Chi Minh City and were conducted by evaluating the PLS-SEM analysis technique through the SmartPLS 4.0 application. The results show that the attractiveness, useful information, trustworthiness and expertise of influencers on TikTok have a direct impact on students' online purchase intention. On that basis, the study offers some managerial implications for enhancing the effectiveness of business marketing through influencers and students' purchase intention in the future.

https://doi.org/10.26459/hueunijed.v134i5B.7887
PDF (Vietnamese)

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