Trust and Buying Intent on Social Media Platforms in Vietnam

Abstract

Social networking platforms have been developing more and more features in connection and sharing between users, thereby speedily communication activities, promoting and trading goods and services. One of the social networks that has achieved outstanding growth in recent years is Tiktok Shop. Although users can shop easily on this application, they still have certain doubts, stemming from the risks encountered. Trust is considered an essential factor to reduce customer uncertainty and risk when shopping online. This article aims to examine the influence of perceived values on trust and online purchase intention of Vietnamese users on the Tiktok. With the research assumption that factors such as media richness, price fairness, convenience, and seller interaction have an impact on trust, and trust impacts purchase intention on the Tiktok, the study conducted a survey with 506 consumers in Hanoi with a questionnaire adapted from previous research. The results obtained demonstrate that most of these factors affect trust, and trust has a positive impact on users' purchasing intention. From there, the article recommends some management implications for businesses on social networks in general and Tiktok in particular.