FACTORS INFLUENCING GEN Z'S REPEAT PURCHASE INTENTION ON THE TIKTOK SHOP PLATFORM IN HO CHI MINH CITY

Abstract

This study employs two research methods: qualitative and quantitative approaches. For the qualitative method, data were collected through in-depth interviews with key stakeholders, such as directors of businesses using the TikTok Shop platform, store managers, and e-commerce lecturers. Regarding the quantitative method, SPSS software version 26.0 was used for analysis after data was collected through structured questionnaires. The analysis results reveal that several factors, including product price (β=0.317), convenience (β=0.275), product quality (β=0.193), brand (β=0.172), trustworthiness (β=0.115), and platform popularity (β=0.095), influence Generation Z's intention to repurchase on TikTok Shop in Ho Chi Minh City. These results reflect the current state of repurchase behavior among Gen Z consumers and identify the primary factors influencing this behavior. Based on the findings, the authors offer managerial recommendations for small and medium-sized businesses in order to improve customer retention and boost sales via the TikTok Shop platform.