The impact of TikTok livestreaming on buying behavior in fashion products of Gen Z in Vietnam

Thesis title: The impact of TikTok livestreaming on buying behavior in fashion products of Gen Z in Vietnam
Author: Nguyen, Thi Thuy Dung
Thesis type: Bachelor thesis
Supervisor: Stříteský, Václav
Opponents: Machek, Martin
Thesis language: English
Abstract:
This thesis aims to evaluate the influence of TikTok's live-stream platform on the purchase behavior of young generations in Vietnam in the fashion industry. And investigate how TikTok live-streamming affects the preferences, purchase decisions, and engagement of target demographic with fashion products. In terms of academia, it improves the rapidly developing field of consumer behavior in social commerce by promoting further study. Businesses and marketers targeting Generation Z in Vietnam can benefit from the study's valuable insights, the research deeply shows the factors that lead to purchase decisions in the clothing category of young generation. Therefore, businesses tailor their marketing strategies to maximize their appeal to this demographic. The primary data was collected by quantitative method to find the relationship between customer’s buying behavior, represented by purchased intention, and other characteristics of TikTok platforms. An online survey was conducted by Google Docs to collect data from 319 respondents who are active TikTok’s users in Vietnam. The findings indicated that all six independent variables have positive impact to the customer purchase intention. The study discovers the specific ways how TikTok's livestreaming influences the fashion buying behavior of Gen Z in Vietnam. Expected results will demonstrate TikTok's potential as a marketing channel to identify key trends, preferences, and factors that contribute to the effectiveness of TikTok as a platform for fashion commerce in Vietnam.
Keywords: Live streaming; Gen Z; TikTok; Fashion; Buying behavior; Vietnam
Thesis title: The impact of TikTok livestreaming on buying behavior in fashion products of Gen Z in Vietnam
Author: Nguyen, Thi Thuy Dung
Thesis type: Bakalářská práce
Supervisor: Stříteský, Václav
Opponents: Machek, Martin
Thesis language: English
Abstract:
This thesis aims to evaluate the influence of TikTok's live-stream platform on the purchase behavior of young generations in Vietnam in the fashion industry. And investigate how TikTok live-streamming affects the preferences, purchase decisions, and engagement of target demographic with fashion products. In terms of academia, it improves the rapidly developing field of consumer behavior in social commerce by promoting further study. Businesses and marketers targeting Generation Z in Vietnam can benefit from the study's valuable insights, the research deeply shows the factors that lead to purchase decisions in the clothing category of young generation. Therefore, businesses tailor their marketing strategies to maximize their appeal to this demographic. The primary data was collected by quantitative method to find the relationship between customer’s buying behavior, represented by purchased intention, and other characteristics of TikTok platforms. An online survey was conducted by Google Docs to collect data from 319 respondents who are active TikTok’s users in Vietnam. The findings indicated that all six independent variables have positive impact to the customer purchase intention. The study discovers the specific ways how TikTok's livestreaming influences the fashion buying behavior of Gen Z in Vietnam. Expected results will demonstrate TikTok's potential as a marketing channel to identify key trends, preferences, and factors that contribute to the effectiveness of TikTok as a platform for fashion commerce in Vietnam.
Keywords: Live streaming; Gen Z; Fashion; Buying behavior; Vietnam; TikTok

Information about study

Study programme: Bachelor of Business Administration
Type of study programme: Bakalářský studijní program
Assigned degree: Bc.
Institutions assigning academic degree: Vysoká škola ekonomická v Praze
Faculty: Faculty of Business Administration
Department: Department of Marketing

Information on submission and defense

Date of assignment: 31. 10. 2023
Date of submission: 15. 5. 2024
Date of defense: 18. 6. 2024
Identifier in the InSIS system: https://insis.vse.cz/zp/86552/podrobnosti

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