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TABLE OF CONTENTS
ABSTRACT .............................................................................................................. 1
1. INTRODUCTION ..................................................................................................... 1

1.1. RESEARCH OBJECTIVES ............................................................................... 1

1.2. RESEARCH QUESTIONS ................................................................................ 2

1.3. RESEARCH SIGNIFICANCE & SCOPE ......................................................... 2

1.3.1. Scope ............................................................................................................ 2

1.3.2. Research significance................................................................................... 2

2. LITERATURE REVIEW .......................................................................................... 3

2.1. ONLINE ADVERTISING ................................................................................. 3

2.2. ONLINE CONSUMER BEHAVIOR ................................................................ 3

2.3. THEORY OF REASONED ACTION (TRA) .................................................... 4

2.4. TECHNOLOGY ACCEPTANCE MODEL (TAM) .......................................... 4

3. RESEARCH FRAMEWORK ................................................................................... 6

4. METHODOLOGY .................................................................................................... 9

4.1. RESEARCH PHILOSOPHY ............................................................................. 9

4.2. RESEARCH DESIGN ........................................................................................ 9

4.3. RESEARCH DATA COLLECTION ............................................................... 10

4.4. ETHICAL CONSIDERATION........................................................................ 10

5. LIMITATIONS OF THE RESEARCH .................................................................. 11

6. FUTURE ORIENTATION ..................................................................................... 12

7. REPORT STRUCTURE ......................................................................................... 13

REFERENCES ........................................................................................................ 14

TABLE OF FIGURES
Figure 1. PROPOSED RESEARCH MODEL ............................................................. 6
Figure 2. REPORT STRUCTURE ............................................................................... 13
Foreign Trade University Group 8

ABSTRACT

In this technology era, Tiktok is one of the fastest growing social media apps in the
world. In Vietnam, Tiktok is considered one of the apps popular with the most
generation Z. Therefore, Tikok in general and TikTok advertising in particular can
dominantly influence its users.

Purpose: This research aims to determine and analyze the factors of TikTok
advertising that affect gen Z’s shopping behavior in Hanoi during Covid - 19 pandemic.
From this research, firms and individual sellers can get suggestions and solutions to
adapt to consumers’ changing needs.

Scope: The survey concentrates on generation Z in Ha Noi who make use of TikTok
frequently as a means of ecommerce platform for purchasing things. They can be
students in high schools, universities or are not studying but working different kinds of
jobs in Ha Noi.

Design/ Methodology/ Approach: This research will utilize a mixed-methods

approach, combining quantitative analysis of collected data on the app users’ E -
commerce activities with qualitative examinations on the answers provided by the
relevant user group. The Technology Acceptance Model (TAM) and Theory of
Reasoned Action (TRA) are used to provide the basis for the research framework.

Research limitations/ implications: It examines the affections of marketing on the

online purchasing behavior of the young via TikTok but hasn't explored the broad view
of the advertising field. Consequently, from the point of view of the field administrator,
this research proposal provides little value. Second, the study was only carried out with
young people in Ha Noi who had seen the TikTok ads in advance.
Thus, could not entirely apply to all TikTok users. Therefore, the probability sample
method should be used to investigate for improving representativeness.

Keywords: TikTok advertising, Generation Z, E-commerce, Theory of Reasoned

Action (TRA), The Technology Acceptance Model (TAM), Covid - 19 pandemic, Ha
Noi.

Paper type: Research proposal.

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1. INTRODUCTION

With 16 million downloads, TikTok has become a global sensation and the
fastest growing social media network in Vietnam (Tomorrow Marketers, 2019).
TikTok recognizes that localization is critical to persuade Vietnamese consumers,
particularly millennia and Gen Z users, who prefer short-form and influencer-driven
content to conventional advertising, in order to become more competitive in
Vietnam's online ad market, where Facebook and Google dominate. TikTok might be
regarded as a successful advertising channel with a wide consumer reach and the
ability to keep long- term customers. Advertisers and businesses can use this
occasion to market their products. Nonetheless, certain advertising with unsuitable
material routinely appears on TikTok, which may cause viewers to ignore, feel
uncomfortable, or even upset.
Although some earlier research investigated customers' online purchasing
behavior, the bulk of them were, in general, attitudes toward social media marketing
done prior to the onset of the Covid-19 epidemic. Customers' online buying behavior,
for example, is impacted not only by demographic parameters such as age, gender,
and occupation (Baubonien & Guleviit, 2015) (Bhat, et al., 2021), but also by
perceived benefit factors (Makhitha & Ngobeni, 2021) (Keyurkumar, et al., 2021)
(Sethna, et al., 2017). It is yet unknown how this epidemic has changed customer
behavior when it comes to internet purchasing.
This research attempts to examine the factors impacting young people's
perceptions regarding TikTok commercials and their influence on their online
shopping behavior in Ha Noi during the Covid-19 epidemic.The study can contribute
to both
academic and practitioner as it expands more on generation Z’s motivational factors
of interacting or engaging with brands.The result of Gen Z’s buying behavior after
consuming content on TikTok showed that more than half of participants were
motivated to buy products and have made several purchases. This pattern emerged
significantly in every participant’s interview and which could be why the literature
section stated that #TikTokMadeMeBuy had over 3 million views. Two participants
confirmed various purchases made which have been mentioned in the above findings
section while others have made small purchase decisions based on people’s
recommendations. This outcome of this study confirms that TikTok has influenced
users to consume products as they felt recommendations and reviews were done by
genuine people.
1.1. RESEARCH OBJECTIVES
The objective of this research is to determine the factors affecting attitudes towards
TikTok advertisements and their impact on generation Z’s usage of E - commerce in
Ha Noi during the Covid-19 pandemic. Thus, it provides suggestions and solutions
for firmsto adapt to customers’ changing needs.

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1.2. RESEARCH QUESTIONS
What are the impacts of TikTok Advertising on Young people’s online
shoppingbehavior?
How popular is TikTok to genZ nowadays?
What forms of TikTok Advertising are young people exposed to?
What are the positive effects of TikTok advertising to genZ?
What are the negative effects of TikTok advertising to genZ?
What is the relation between TikTok Advertising and E - commerce?
How can TikTok help E-commerce marketing?
What is the relationship between TikTok’s Influencers and E - commerce?
How can Covid - 19 pandemic influence E - commerce?
What are the differences of E - commerce development before and during
Covid -19 pandemic?
What are the opportunities for E - commerce during Covid - 19?
What are the biggest issues that E - commerce face during Covid - 19?

1.3. RESEARCH SIGNIFICANCE & SCOPE

1.3.1. Scope
The study focuses on young people, with the age of 12-27 in Hanoi during
covid 19 pandemic. They are the people who were born in an era of rapid
technological advancement, and the majority of them utilize electricity. Phone calls
are made extremely early, trends are updated fast, and a new habit, mostly purchasing
through e-commerce platforms, is formed in comparison to the preceding generation.
1.3.2 Research significance
This research will hopefully increase public awareness on the influence
TikTok in particular and other apps of its kind in general may have on the market.
Better understanding of Gen Z buyer behavior in relation to TikTok and the pandemic
may alsocontrol advertisers' decision making.
TikTok is a relatively new online platform, as such there is less research
into its impact on consumer behavior compared to other platforms like Facebook or
Twitter.
Moreover, while there are a multitude of researches on the behavior of groups
like the Millennials, Generation X and Baby Boomers, Generation Z - a demographic
that has only recently reached the age of majority- has not yet been well studied. The
research would expand upon already existing ones, filling in any research gaps which
may exist in them. With this research, governments may better understand TikTok as
a whole, leading to more well informed law making. Businesses, especially startups
may consult this study when comparing the effectiveness of different advertising
platforms in promoting their products. Future researchers looking to understand the
same topic could refer to this research for potential points of references, building
upon what we have already laid out toform more complex theories.

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2. LITERATURE REVIEW

2.1. ONLINE ADVERTISING

Online advertising involves deliberate messages placed on the website of an
intermediary, including search engines and directories available on the Internet (Ha,
2008). There are numerous forms of it, but the website was the first to be mentioned by
researchers (Long, 2013) (Muñoz-Leiva, et al., 2018) (Kent & Pauzé, 2018).
According to Berthon, Pitt, and Watson (2020), a website is an e-commerce channel.
Furthermore, a variety of studies have been conducted around the world on various types
of online advertising, such as banner advertising (Namin, et al., 2020), Coupon/loyalty
advertising (Zhou et al. 2018), search engine marketing (Breuer & Brettel, 2012)
(Bhandari & Bansal, 2018), email (Brettel & Spilker-Attig, 2010), and social networks
(Eid, et al., 2020).
The American Marketing Association recognizes advertising as any form of non-
personal presence of goods, ideas, and services. Kotler & Armstrong, (2014) stated that
online advertising is an effort to market products and services and build customer
relationships through the Internet. TikTok’s online advertising is the way we use the
social media system to market, advertise, promote items and brands, and answer
questions. The remarkable point in communication on social media is the content of
articles, customer groups, websites and so on that are made by not only service providers
but also Internet users (Rakuten Super Logistics, 2020)

2.2. ONLINE CONSUMER BEHAVIOR

Online shopping is a form of e-commerce that allows consumers to use a web
browser to buy goods or services directly from a seller over the Internet. Consumer
behavior is the study of how individuals, groups, and organizations select, buy, use, and
dispose of goods, services, ideas, or experiences to satisfy their needs and wants (Kotler
& Keller, 2006). According to Javadi et al. (2012), online shopping behavior is the
process of purchasing products or services online. In a typical online shopping process,
when a potential consumer recognizes the need for a particular good or service, they use
the Internet to search for relevant information, evaluate the options, and decide whether to
buy and their behavior after purchasing.
The consumer buying decision process is relatively similar between purchasing
directly instore and online; however, there are some differences due to the influences of
the shopping environment and marketing communications (Kotler & Keller, 2012).
Online shopping has many benefits for customers. It is not only fast and convenient but
also, in many cases, cheaper than local stores (Moran, 2020). Moreover, the variety of
products on the Internet is often much larger than that of offline shopping. Nguyen et al.
(2020) found that in Vietnam, consumer demand has shifted toward online shopping.
Moran (2020) argued that consumers' approaches to shopping for

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products and services changed when they used online commerce because online firms
have more control over the consumer shopping experience, including unprecedented
access to buyer data and demographics.

2.3. THEORY OF REASONED ACTION (TRA)

Martin Fishbein and Icek Ajzen (2020) originally conceived the theory of
reasoned action: a consumer behavior theory that focuses on the relationship between
marketing and the preexisting attitudes consumers bring to their purchasing decisions.
According to the theory of reasoned action, consumers act on behaviors that they
believe will create or receive a particular outcome, familiar or otherwise. As such,
rational decision-making is the chief element of what drives consumers to make
purchases. This consumer behavior concept leans on the significance of specificity over
obtuseness. In other words, a consumer may only take a specific action when given a
reason to believe there’ll be a specific desired result. From the time the consumer decides
to move forward with a decision to the moment the action is finished, the consumer can
change their mind or select a different course of action (Ajen & Fishbein, 2020).

2.4. TECHNOLOGY ACCEPTANCE MODEL (TAM)

The TAM (Davis, 2020) is an adaptation of the Theory of Reasoned Action
(TRA), which was used to assess user acceptance of computers. It is measured by
intention to use and the influence of attitude, perceived utility, and perceived ease of use
on that intention (Davis, 2020). The findings revealed that perceived usefulness had a
significant impact on intention to use, whereas perceived ease of use had only a minor
impact. On the other hand, the impacts of perceived utility and convenience of use on
intention to use were somewhat mediated by attitude (Davis, 2020). The TAM was then
changed by deleting the attitude component found in the TRA because attitude did not
play an essential role in influencing the variables. The new TAM demonstrated its
purpose of acting as a mediator in the link between perceived utility, perceived ease of
use, and usage behavior (Venkatesh & Davis, 2000)
In the TAM model, there are two factors: perceived usefulness and perceived
ease of use is relevant in computer use behaviors. Davis defines perceived usefulness as
the prospective user’s subjective probability that using a specific application system will
enhance his or her job or life performance.
Perceived ease of use (EOU) can be defined as the degree to which the
prospective user expects the target system to be free of effort. According to TAM, ease
of use and perceived usefulness are the most important determinants of actual system
use. These two factors are influenced by external variables. The main external factors
that are usually manifested are social factors, cultural factors and political factors.
Social factors include language, skills and facilitating conditions. Political

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factors are mainly the impact of using technology in politics and political crises. The
attitude to use is concerned with the user’s evaluation of the desirability of employing a
particular information system application.
Behavioral intention is the measure of the likelihood of a person employing the
application.

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3. RESEARCH FRAMEWORK

Focus on the direct impacts of TikTok ads on gen Z’s usage of E - commerce in Ha Noi
based on finding out and analyzing if the usage of TikTok has had any positive or
negative impact on the attitude of Gen Z users, leading to their choice whether or not
using E - commerce.
Below is the proposed research model:

Informativeness

Entertainment

Reliability
Attitude towards Online purchasing
Tiktok ads behavior
Interaction

Irritation

Advertising duration
Figure 1. PROPOSED RESEARCH MODEL

Advertising serves a vital and legitimate purpose in the dissemination of

information (Rotzoll, et al., 2009). Advertising's purpose is to notify customers about new
items, new features of existing products, or price adjustments (Kotler & Keller, 2006).
Waldt et al. (2009) define information as advertising's capacity to give customers with
different product alternatives so that they are most happy with their purchasing selections.
According to Schlosser et al., (1999) customers' perceptions about Internet
advertising are impacted by the content and utility of advertising, impacting their
purchasing decisions. Because customers are concerned about information about them,
the information offered to them must be accurate, suitable, timely, and valuable
(Chowdhury, et al., 2006).
Hypothesis 1: Informativeness has a favorable influence on young people's
perceptions of TikTok advertisements.
Consumers tend to view advertisements with a lot of amusing and intriguing things
in them, and as much excitement as possible is welcomed (Alwitt & Prabhaker, 1992).
Ducoffe defines entertainment as the capacity to fulfill customers' demands for mental
stress relief, distraction, aesthetics, and emotional satisfaction. Tsang (2004)

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and Ashmawy (2014) showed that amusement in advertising improves perceived value
and customer attitude. A high degree of interest and attraction when interacting with
the media improves mood and perception (Tran, et al., 2013).
Hypothesis 2: Entertainment has a positive impact on young people’s
attitudes towards TikTok advertisements.
The definition of reliability is an optimistic anticipation about the outcome of an
event, human behavior, or consumers' sense of the trustworthiness of ads and advertisers
in general. Various elements, including a company's reputation and message sender,
impact advertising trustworthiness. According to Goldsmith et al. (1999), customer views
regarding advertising, branding, and purchase intent are all influenced by dependability.
Hypothesis 3: Reliability has a positive effect on genZ’s attitudes towards
advertisements of TikTok.
The amount of interchange between users and forms of advertising defined as a
mechanism for individuals to communicate successfully regardless of distance and time
is characterized as interactive ability, which allows users to engage in creativity and fun.
Sukpanich and Chen divided interaction into three categories: "machine," "content," and
"human." The potential of social media to draw a large number of people to utilize text,
photos, videos, and links to follow and share new items with other customers is one of its
interactive capabilities.
This allows customers to get more information and experience before making a
decision.
Hypothesis 4: Interaction gives a beneficial influence on the attitudes of young
people via TikTok ads.
Irritation is the level of discomfort created by irritating and improper
advertisements. Irritation reduces the efficacy of advertising because it gives customers
the feeling that they are in peril (Pham & Tran, Tap chi Phat Trien Kinh te). According to
Ducoffe, when advertisers utilize offensive or excessive approaches, consumers
frequently perceive the ad's undesirable and unpleasant impacts. Ads that are often
irritating and exaggerated might cause bewilderment, denial reactions, poor attitudes
toward advertising, and even decrease customers' buy intentions.
Advertisements that give clients with a non-distracting experience, as a
consequence, have a good influence on their view of TikTok social networking
advertisements.
Hypothesis 5: Irritation has a detrimental impact on opinions about TikTok
advertising.
The advertising duration is the time it takes for the items shown in an
advertisement to perform. According to Datareportal (2021), we are social research, the
most popular genres of material consumed by Vietnamese Internet users each month are
short videos (97.6%), vlogs (61.2%), music (73.2%), radio (44.4%), and podcasts
(37.9%). Because of the digital transformation process and consumer

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preference, short-form video is an alternative that many companies pick to reach and
attract customers. According to TikTok's analysis, short-form videos will become an
important tool for businesses to locate and communicate with clients.
Hypothesis 6: The duration of advertising has a beneficial effect on people's
attitudes regarding TikTok adverts.
Attitudes via media advertisements are influenced by both positive and negative
factors, with negative factors such as irritation, inappropriateness, and so on, and
positive factors such as customer policies and the infrastructure of e-commerce
websites. The behavior of Internet users when shopping on e-commerce websites is
referred to as online shopping behavior. It is considered that attitudes regarding online
shopping have a beneficial impact on purchasing behavior. In this study, the authors
depend on this tendency while examining online buying behavior based on TikTok
commercials, and they anticipate that favorable attitudes of online purchasers would
enhance online shopping behavior.
Determining the buyer's attitude regarding the goods is critical since it has a
bigimpact on their behavior, particularly in competitive situations.
Hypothesis 7: Attitude towards advertisements has a positive impact on young
people’s online purchase behavior in Ha Noi.

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4. METHODOLOGY

4.1. RESEARCH PHILOSOPHY

Every research can benefit greatly from a well chosen research philosophy, a
suitable research philosophy can help expedite the research process exponentially.
Research philosophy refers to a system of belief which dictates the course of a research
such as positivism, realism, pragmatism or interpretivism. For this research pragmatism
would be the best choice of philosophy. Pragmatism asserts that concepts are only
relevant where they support action (Kelemen & Rumens, 2008)). The research questions
do not encourage the use of any one particular philosophy as we find that both objective
and subjective point of view can serve to answer the research questions put forth.
Pragmatism favors practical results, using any method that proves credible in
furthering the research. For pragmatists, the nature of the research question, the research
context and likely research consequences are driving forces determining the most
appropriate methodological choice (Nastasi, et al., 2010). It is also most suited to a
mixed-method approach, combining qualitative and quantitative research methods.

4.2. RESEARCH DESIGN

This study will utilize a mixed-methods approach, combining quantitative
analysis of collected data on the app users’ E - commerce activities with qualitative
examinations on the answers provided by the relevant user group. The quantitative
analysis will examine Gen Z TikTok users' behavioral patterns, while the qualitative
interviews will provide insights into their perceptions and attitudes towards these online
platforms. Both methods provide various advantages: quantitative research is objective
in nature, straightforward, errors are not common, while qualitative survey provides
valuable interpersonal first hand accounts and is most used when the researcher seeks a
new emergence or the subject is relatively new (Babbie, 2016).
Business research typically uses more than one data collection technique and
analytical procedure to answer your research question because it presents a more in
depth approach to data collection and analysis, complementing each other’s
shortcomings (Bryman, 2006).
The primary research method for this study is literature review and survey:
Data collection can be used by mobile surveys which allow higher reach and
convenience, and are faster and easier than other methods. The data collection consists
of two sources: Secondary and primary. Regarding secondary sources, the past
literature, researches and other related articles can be used to understand what previous
researchers found out about this topic and to establish a proposing research direction.

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4.3. RESEARCH DATA COLLECTION

The survey’s research subjects: people from generation Z. The intended sample size: 500
young people.
The survey structure: contains 3 parts:
 The first part includes the question:
o Yes/ No question: “Do you use TikTok?” (Only TikTok users were eligible
to fill out the survey)
 The second part includes the demographic variables:
o Gender, age (The questionnaire only focused on people belongs to gen Z
(People born from 1997 - 2012)
 The third part consist of check boxes to collect data on attitude of Gen Z towards
TikTok ads and how they are willing to use E - commerce with the influence of
TikTok ads:
o The check boxes were measured by using a Likert scale from “1” for strongly
disagree to “5” for strongly agree: 2 questions for each feature of TikTok ads:
Informativeness, entertainment, reliability, interaction, irritation, advertising
duration; 3 check boxes regarding the usage of E - commerce: How frequently
do they make use of E - commerce and how they feel about the products
purchased through E-commerce.

4.4. ETHICAL CONSIDERATION

The sampling technique used was purposive sampling which included the
category of non- probability sampling. The research data was collected by distributing
questionnaire. The research was analyzed quantitatively. The research data is declared
reliable based on the results of the research validity test on the advertising variables on
TikTok social media, product images, and purchase decisions indicate valid research
data.
According to TikTok, the app’s algorithm is very user - specific and curates
each user’s feed with a recommendation system (Tiktok, 2020). The personalized “for
you” page recommends content specifically tailored to the user's interests and past
activity on the app. This can become confusing for young users due to four types of
advertisements available on TikTok: in-feed ads, brand takeovers, branded hashtags and
branded effects. In - feed ads appear in between regular videos, making them difficult to
distinguish from native content, while brand takeovers appear when users first open the
app. The personalized content, powered by the collection of personal data, along with
the interactive and feed-in ads, make it easy for advertisers to persuade teenagers on the
app.
While the app does not sell collected information to third parties, the privacy
policy discloses that “the transmission of information via the internet is not completely
secure.”

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5. LIMITATIONS OF THE RESEARCH

The research showed some limitations which have been identified below:

Subjective nature: Due to the subjective nature of the study involving finding results
centered around the participants’ personal portrayal, descriptions and this could reflect
skewed narration.

Obstructed to only generation Z in Ha Noi: The sample selected for this research was
specifically people of generation Z in Ha Noi who use TikTok and during the time
period of Covid - 19, therefore, the results obtained in this research may not be
applicable to people of generation Z or other individuals outside of this designation.

Sample size: Another concern was the sample size and the study has not been tested in a
large sample which was comparably small due to availability of participants and the
number of sample sizes being only 500 could not signify all TikTok users.

Time constraint: Further it the qualitative approach is ideal to analyze the trends over
time (Scott, 2012, p.42) but the data collection was performed only once and in a short
span due to time restrictions. Results could be proven richer if study is done in
sequences as social shifts over time could provide different findings.

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6. FUTURE ORIENTATION

There are a number of gaps in our research that follow from our findings, and
would benefit from further research by the following orientation:
6.1. Building upon findings of this research:
Future research can make use of results obtained from this research including:
Features of TikTok advertising, attitude of gen Z users towards TikTok advertising,
usage of E - commerce. From these findings, future research can be used to address
unanswered aspects of this research problem.
6.2. Addressing limitations of this research:
This research has some limitations in terms of subjective nature, the sample
selected, sample size and time constraint so future research may change to objective in
nature, change data collection method, make sample size larger and/ or conduct the
research in a longer time span.
6.3. Constructing the same research in a new context, location and/or culture:
This research was conducted within Ha Noi, involving only people from
generation Z who use TikTok. Therefore, future research can use the same research
format in a new context: change location from Ha Noi to Ho Chi Minh city, within new
culture, etc to achieve further and beneficial results.
6.4. Re-addressing and expanding theory, framework or model addressed
in thisresearch:
Future studies can address the effects of other specific events, a new theory
and/or other recent phenomenon on this research.

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7. REPORT STRUCTURE

Abstract Introduction Literature review Research framework

Report structure Future orientations Limitations Methodology

Figure 2. REPORT STRUCTURE

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