Factors affecting the purchase decision via livestream on TikTok of Gen Z in Can Tho city

Abstract

Identifying and analyzing the main factors affecting the shopping decision of Gen Z through livestream on Tiktok in Can Tho City to assess the level of influence of each factor to clarify the main drivers of purchasing decisions, and at the same time, make recommendations for businesses to optimize marketing strategies. The thesis also contributes to the theory of consumer behavior research in the context of online shopping via social networks.