Abstract:

With the rapid rise of social media and the widespread popularity of TikTok particularly among Generation Z users and the platform’s growing influence on consumer behavior, this study investigates the impact of TikTok media content on the purchase intention of Gen Z in Ho Chi Minh City. Data were collected through an online survey of 348 respondents and analyzed using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). The analysis identified seven key dimensions of TikTok media content that influence purchase intention: informativeness, entertainment, interactivity, personalization, social diffusion, creativity, and product quality. The findings not only confirm the role of TikTok content in shaping Gen Z’s purchase intentions but also offer practical insights for businesses aiming to optimize their digital marketing strategies. The results highlight the importance of investing in creative, personalized, and high-quality content while fostering user interaction and content diffusion on the platform.