This study aims to investigate the factors influencing Generation Z’s online purchase intentions on TikTok Shop, focusing on themediating role of attitudes toward user-generated content (UGC). Empirical data were collected from a sample of 394 consumers residing in the Mekong Delta region and subsequently analyzed through structural equation modeling (SEM) supported by SmartPLS 4.0 software. The findings of the study indicate that brand engagement and subjective norms influence online purchase intentions significantly. Furthermore, attitudes toward user-generated content serve as a mediating variable in the relationship between brand engagement, subjective norms, and online purchase intentions. Based on these findings, the study proposes several effective marketing strategies, including enhancing brand engagement, promoting favorable attitudes toward user-generated content, and leveraging social influence to foster consumer trust and loyalty. These strategies have the potential to help businesses on TikTok.
TUAN et al. (Thu,) studied this question.