An empirical study of factors influencing consumers' purchase intention on tiktok shop: evidence from Ninh Kieu District, Can Tho City

Abstract

Evaluate the effects of price perception, perceived product quality, perceived risk, and trust on purchase intention among TikTok users in Ninh Kieu District, Can Tho City. Based on the findings, the study proposes managerial implications to help TikTok sellers improve their marketing strategies, enhance customer trust, and promote online purchasing behavior.