HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES -

INFORMATION TECHNOLOGY
FACULTY OF INTERNATIONAL RELATIONS

RESEARCH METHODS
……..……………
TOPIC: Evaluate the influence of Tiktok on Viet Nam
Generation Z’s shopping trends

Name: Nguyễn Lê Thanh Tuyền

Student’s ID: 20DH700590

Ho Chi Minh City, December 2022

 Contents
CHAPTER 1: THE INTRODUCTION.........................................................................2
1.1 Background..........................................................................................................2
1.2 Objective.............................................................................................................. 3
1.3 Theoretical basis..................................................................................................3
1.4 Research hypothesis.............................................................................................4
1.5 Significance of Study...........................................................................................5
1.6 Scopes.................................................................................................................. 5
1.7 Limitation............................................................................................................6
1.8 Organization: Structure of the research................................................................6
CHAPTER 2: LITERATURE REVIEW.......................................................................8
CHAPTER 3: METHODOLOGY...............................................................................16
3.1. Subject..............................................................................................................16
3.2. Material............................................................................................................. 17
3.2.1 Questionnaire...............................................................................................17
3.2.2. Interview.....................................................................................................18
3.3. Procedures........................................................................................................18
Preparation...........................................................................................................18
Designing questionnaire and interview questions.................................................18
REFERENCE.............................................................................................................. 20

1
 CHAPTER 1: THE INTRODUCTION
1.1 Background
As the world witnessed the tremendous impact of the COVID-19 pandemic on
socio-economic issues, our habit of surfing social media was growing up dramatically.
COVID-19 started at the end of 2019 and spread around the world in 2020,
causing people to stay at home, be unable to go out, and be kept in lockdown for
several months… Because of the boredom staying at domestic a number of people
began out the usage of tik-tok to remedy their boredom especially Generation Z
As well as this, in 8 of the 16 countries analyzed, TikTok is now the social app
with the highest level of monthly usage. In Canada, France, the UK and the USA,
TikTok replaced the Facebook platform for the top spot. At the same time, e-
commerce is not frictionless for Generation Z audiences, who are a key TikTok
demographic. If the app can seamlessly integrate a shopping functionality, then
attracting purchases from its engaged audience may prove straightforward.
There is a lot of evidence to prove that TikTok is becoming the most used
application in Southeast Africa. According to a WARC Data analysis of App Annie
data on Android devices in 2020, there is 31% of average monthly consumption per
user compared to the average of the other top 5 social apps in Indonesia which has just
10%.
Vietnam was no outsider in this big picture. Currently, Vietnam is the country
with the highest number of TikTok users in Southeast Asia. Statistics at the end of
March 2020, there are 13 million Vietnamese users. The age group of Generation Z is
mainly students from 12-25 years old. On average, each person spends 28 minutes/day
accessing TikTok.
At the beginning of 2022, TikTok added a new function called “TikTokshop”. This
is the place for all TikToker, influencers, or users to watch the preview and buy
directly the product in TikTok.
Before TikTokshop officially launched in Vietnam, between TikTok and e-
commerce platforms existed a form of affiliate marketing that can be considered as a
partnership between TikTok and e-commerce platforms such as Shopee, Lazada, and
Tiki,...KOLs will review and recommend products on TikTok and direct users who

2
want to buy products to the link in the video that links directly to the sales page on the
e-commerce floor or attaches the link below the description.
The problem here is that young people have been affected by TikTok too much
from actions to words, it is called a trend on TikTok. It has brought positive aspects to
young people through new lessons, and good tips in life. But at the same time, it also
brings negative effects, violent behavior, addiction to TikTok, abuse, and excessive
shopping. Moreover, when there is a TikTok Shop, TikTokers and sellers can attach a
link to the store right on the video, and viewers can buy goods directly on TikTok
without having to leave the application. It is leading to Generation Z easily buying
products, causing negative effects on their daily life.
Therefore, it can be said that TikTokshop is a serious competitor of e-
commerce platforms soon.
With all that being said, it could be seen that Vietnam was one of the
potential, fast-growing, and big market consumers of TikTok in the world. This was
the solid background that this research was based.
1.2 Objective
Research in this area aims to assess whether and to what extent TikTok
influences Generation Z's purchase behavior. In addition, the research identified
factors that influenced young users' overall satisfaction with TikTokshops, and offered
some suggestions to improve them based on the specific objectives:
The elements that are affected directly by Generation Z when shopping on TikTok
● Current status of using TikTok gen Z
● Factors that make TikTok more appealing to Generation Z shoppers than other
platforms
● TikTok's features set it apart from other social networks.
● Improve the quality of TikTok’s service for Generation Z?
1.3 Theoretical basis
● Social Exchange Theory
Social Exchange Theory proposes that behaviors can be thought of as the result
of cost-benefit analyses by people attempting to interact with society and the

3
environment. If a person believes that they can extract more of a reward through
behavior than they lose by performing it, then the person will perform the behavior.
Social exchange theory uses the economic metaphor of costs and benefits to
predict behavior. It assumes that individuals and groups choose strategies based on
perceived rewards and costs.
The researcher uses this theory to analyze the shopping behavior of Generation
Z. Users wants to use cheap but quality products. In addition, users prioritize shopping
on TikTok because TikTok has many discount codes, and free shipping and is
reviewed by influencers on that product, so the reliability from users will be high. This
theory should be used for research that will help researchers predict Generation Z's
shopping behavior
● Social learning theory
Social learning is a theory of the learning process of social behavior which
proposes that new behaviors can be acquired by observing and imitating others. It
states that learning is a cognitive process that takes place in a social context and can
occur purely through observation or direct instruction, even in the absence of motor
reproduction or direct reinforcement.
Social learning theory attempts to explain and predict behavior by looking at
another way that individuals process information. This theory helps us understand that
personal examples and the mass media can be very important for achieving new
behaviors.
The researcher uses this theory to analyze the shopping behavior of Generation
Z through trends on TikTok. Currently, many users are selling on TikTok and making
purchases on it. So using this method will help researchers learn new behaviors of
Generation Z by observing shortcut video, which is affected by the ìnfluencers or
KOLs reviewing products.
1.4 Research hypothesis
The research topic "Evaluating shopping trends of Generation Z" has had a
positive impact on Generation Z's buying behavior. Users don't have to go out and can
still buy the products they need. In addition, TikTok gives users a new purchase
feature while users are surfing the web. This feature helps users save time when

4
clicking on websites that just need to click on the link attached to that clip. It can be
said that this is the form of purchase that is popular with Generation Z young people
today, "Just buy goods according to personal needs, while surfing TikTok".
It is hoped that with this research topic, the authors will provide a lot of
knowledge about Generation Z's shopping behavior. Thereby, providing a practical
study, as a premise for those who want to research. on this topic better understand the
shopping behavior of the current generation Z.
1.5 Significance of Study
This study was conducted to evaluate the influence of young users when using
TikTok to make some recommendations to improve the shopping experience at
TikTok and improve service quality and satisfaction of users in the future. The
conduct of the research will serve as a supporting contribution to the development of
TikTok and future researchers and similar studies in the related field.
To TikTok: The findings of this research would be a source of information for
TikTok to rely on to identify the aspects that were influencing young user satisfaction
with the TikTok tool. Thus, had some immediate action to maintain or improve
overall user satisfaction with their application.
To researchers: It provides researchers in Vietnam with relevant data and insights to
study user satisfaction in the field of TikTok services, especially the future
development of the e-commerce industry.
To related study: The results of the research served as a source of reference for
further study about evaluating user satisfaction in related topics.
1.6 Scopes
The purpose of giving scope for this topic is to make it easier to analyze, clarify
and provide the most accurate and transparent information about TikTok. However,
within the framework of this thesis, the author needs to clarify the following aspects:
Scope of Time:
TikTok launched globally in 2016 and thrived in Vietnam from the end of 2019
to the beginning of 2020, due to the outbreak of the COVID pandemic, which
led to a prolonged blockade forcing people to stay at home. society has
increased significantly. And during this time, TikTok has grown strongly and is

5
 widely used in Vietnam. According to data from ICT - Information and
communication technology information site. In Vietnam, the percentage of
users using the TikTok app increased from 34% (in 2020) to 62% (in 2022),
with usage time doubling from 4% to 8%. TikTok users are highly
concentrated between the ages of 18 and under 30. Another statistic also shows
that the number of TikTok users in Vietnam is ranked 6th in the world, of
which up to 4 million people under the age of 18 use this social network.
Thereby showing the popularity of TikTok in Vietnam from that, the scope of
this study will be localized in a large city in Vietnam, specifically Ho Chi Minh
City.
Scope of Locate/locality:
Focus on Generation Z in Viet Nam.
Scope of Subjects:
Currently, in Vietnam, TikTok is one of the widely used social networking
platforms, especially for generation Z - students age 12 - 25 in Vietnam. Based
on the research, the researcher has an overview and provides the necessary
information to enrich their knowledge about this platform, as well as promote
the development of TikTok in general and TikTokshop in particular shortly and
thereby improving the brand value, popularity, and recognition of TikTok
globally.
1.7 Limitation
The model was launched in 2021, in the context of social distancing due to
COVID-19 so there is a lack of large-scale information search online over 600 Ho Chi
Minh young users of TikTok consolidate data for research efficiently in unlimited
time ranges and modes. The article research was done in a short time, with limited
error forums, integrated analysis, and some inside information.
1.8 Organization: Structure of the research
The Topic: Evaluate the influence of TikTok on Generation’s shopping trends.
The content of the research was divided into 4 chapters:
Chapter 1: Introduction

6
An overall introduction about the research subject - objective hypothesis, scope,
limitation, organization, the significance of the subject…
Chapter 2: Literature review
Generalized the current situation and operation of TikTok. Besides, this chapter also
reviewed the theoretical framework and studies that support the topic like TikTok,
TikTok shop, and the way to buy goods, to suggest the most suitable research design
for the research subject.
Chapter 3: Methodology
To find out more information, gave out a detailed method in which the data was
collected and treated to satisfy the desired research results.
Chapter 4: Result
Gave suggestions to increase user satisfaction based on the findings. Reflected on the
limitations to make some recommendations for future research, summarized key
features of the research, and made conclusions to the study.

7
 CHAPTER 2: LITERATURE REVIEW
The chapter also reviewed related theoretical works and models surrounding
research matter to establish the most applicable research for the topic.
Related Studies
APTTUS A Voyado company(2022), How is Generation Z shopping?
Based on the report of APTTUS A Voyado company which is an American
business-to-business software provider specializing in business process automation,
about “How is the Generation Z shopping?”, it appears that influencers'
recommendations have a strong impact on Generation Z's shopping habits.
In this report, the author mentioned the current definition of Generation Z and
their high shopping demand, as Generation Z has been called the most critical
consumer group until now, has a strong purchasing power, and has a different view of
shopping and consumption than previous generations that directly affected the
influencers in social media.
Through the report the definition of Generation Z is “The generation after
Millennials, and the generation before Generation Alpha” (APTTUS, 2022, p. 2). In
comparison to previous generations, Generation Z tends to be more well-educated and
more stressed. In many cases, they fail to meet the high expectations they have of
themselves. It leads to the need to improve themselves so that they can be more
confident in themselves, so daily clothes shopping is an inevitable thing for
Generation Z. The demand for quality items and brands of shopping’ for Generation Z
has increased deeply in recent years. It is analyzed in a specific way with data through
the report. They focus mon bout the brand of the products than the cost they must be
paid for it. Furthermore, Generation Z Customers are likely to buy sustainable, high-
quality products, following the report of First Insight that 73% of Generation Z
customers are willing to pay more than e 10% for sustainable products with
personalized style. They will spare no money when paying a large amount of money
for clothing purchases.
“Generation Z is more or less born with a phone in their hand”, so it is very
easy for them to learn or search for new things on Social. They use it to get
inspiration, research products, and connect with their favorite brands. Through this

8
report, the percentage of Generation Z who use Instagram to discover new brands,
products, and, services is 60%, this is quite a large number that proves the significant
influence of social networks (APTTUS, 2022, p. 6). A Generation Z shopper is less
likely to trust a company than an older shopper. Instagram and YouTube influencers
with a large following and reach are the ones they prefer to follow. There is a reason
why retailers are increasingly realizing the importance of influencer marketing over
traditional digital marketing. Influencers account for a large part of the purchasing
decision, make sure that your eCommerce is going from traditional digital marketing
to influencer marketing. All this information contributes a significant role to our
research, which helps researchers know the essential aspects of shopping effect on
Generation Z which is influencers and social media. So we can objectively assess that
TikTok has a certain influence on Generation Z. TikTok is a potential market for
Generation Z as it is the market with the largest number of influencers and reviewers
on all other social platforms.
Through the analysis of the above article, the researcher found Generation Z's
shopping potential for the online shopping market. They focus on reputable brands
through influencers on big brands and websites like Instagram, Youtube, and
Facebook. Thereby showing the far-reaching influence of TikTok on Generation Z
because the TikTok platform is the foundation of the influencers, KOLs,.. by short
videos that bring product experiences to customers, especially Generation Z. With that
trend researchers can see the influence of social networking sites in general and
TikTok in particular on Generation Z in the future.This whole report is valuable for
reference with our research topic, it mentions about the shopping habits of Generation
Z and social media plays a big role in Generation Z. Although this report is very
important for our research, it's still not closely tied with the subject of our research.
The report is just about the definition of Generation Z and the online shopping habits
of Generation Z by influencers that distinguish our researcher from evaluating the
influence of TikTok on Generation Z's shopping trends.
Christian Montag; HaiBo Yang; Jon D.Elhai.( 2021). Header about the mind of
using TikTok.

9
 The report is based on a survey of the audience since TikTok was born in
China and spread beyond other countries. With the evaluation of researchers from the
Department of Molecular Psychology, Institute of Psychology and Education, Ulm
University, Ulm, Germany; Department of Molecular Psychology, Institute of
Psychology and Education, Ulm University, Ulm, Germany; Faculty of Psychology,
Tianjin Normal University, Academy of Psychology and Behavior, Tianjin, China;
Department of Psychology, University of Toledo, Toledo, OH, United States;
Department of Psychiatry, University of Toledo, Toledo, OH, United States. In the
research section, the researchers provide information on the level of knowledge about
TikTok's biographies, reasons for using this platform, TikTok users, and prospects of
the TikTok platform.
In this report, the author mentioned consumer data on the TikTok platform and
consumer sentiment. Therefore, the audience using and affected by shopping trends on
the TikTok platform, specifically Generation Z, is aged 31. In this research paper, the
TikTok platform became the most successful app in China in terms of global
distribution. As of November 2020, 800 million monthly users reported Estimated 1
and 738 million first-time installs in 2019. TikTok is allowed for people 13 and older,
but only messages Direct communication is allowed between users 16 years of age
and older. Based on the users system, TikTok is gradually getting access to the
application and besides, the number of people installing the application is also
increasing day by day. Most of those interested in TikTok is Generation Z. According
to the latest United Nations data, this demographic accounts for 32% of the global
population. Generation Z who grew up at the pinnacle of information technology is
entering the consumer market and is the workforce of the future. Understanding the
demographic characteristics and shopping habits of this target group will significantly
help businesses in business activities and marketing products and services. The
Generation Z demographic accounts for 32% of the total population of a quarter of the
world's population. This number has affected TikTok in terms of purchases, and
viewers. Thereby showing the influence and importance of Generation Z on the
TikTok platform.

10
 The user's image is influenced by marketing. According to Singh, Shiv and
Diamond Stephanie (2012) define as follows: Influencer marketing is the technique of
using social media and social influencers to achieve the goals that businesses and
organizations have set. Research by 7SAT in 2020 shows that the size of the
influencer marketing market accounted for $69 million in 2019. In Vietnam, only 33%
of shoppers trust advertisements, trust focuses on referrals to 90%. In the last 3 years
alone, “Influencer Marketing” is the keyword with a 1500% increase in searches on
Google, with 78% of marketers saying that they continue to spend their budget on
influencers and more than 66% of marketers have intended to continue to increase the
spending budget for influencers. This marketing method has contributed to bringing
TiKi and Shopee from the bottom of the top 5 to becoming two e-commerce sites with
1st and 3rd place traffic in the third quarter of 2019. Currently, the two most popular
influencer trends in 2020 include: : Influencer uses popular video, audio and trend
explosion combined with small influencers in the community (Mero influencer).
With the rapid development of technology, users and creators can both reach
each other via social networking platforms.TikTok grew strongly and became a more
popular application, especially among young people. Statistics show that the rate of
users of this application increases from 34% (in 2020) to 53% (in 2021); the amount
of time using this app will double, from 4% to 8% in 2021. The growth of TikTok and
its influence on users is getting higher and higher.
Through analyzing the above report, the researcher found that the influence of
shopping on TikTok platforms mostly comes from young people who have the habit
of using phones and surfing social networking platforms. In the report the author
mentioned the level of shopping influence in Vietnam, Most of the people who are
interested in TikTok are people of Generation Z. According to the latest data of the
United Nations, this demographic is 32% of the global population. Realizing that, we
can apply this information and survey to everyone, especially Generation Z.
Nguyen Van Tuan. (2020). Nghiên cứu hành vi mua sắm trực tuyến của thế hệ Z ,
Research on online shopping behavior of Generation Z
In this study, the author mentions the current status of Generation Z's shopping
behavior and solutions to improve Generation Z's shopping behavior in Vietnam. In

11
the 4.0 era, instead of buying goods according to the traditional model of AIDA
(Attention – Attention, Interest – Hobbies, Desire – Desire, Action – Action),
businesses will be the factors affecting the decision of users. Currently, the model that
is more suitable for users in the 4.0 era is the 5A model (Awareness - Awareness,
Appeal - Attention, Ask - Ask, Action - Action, Advocate - Support) proposed by
Philip Kotler ( Nguyen, 2020, p. 5).
In the research, the author gives many definitions of Generation Z from many
different sources. According to the Merriam -Webster online dictionary, “Generation
Z is the generation of people born in the late 1990s and early 2000s (Nguyen, 2020,
p3). According to Pew Research Center, Generation Z is defined as people born from
1997 onwards (Nguyen, 2020, p3). In Vietnam today, Generation Z is divided into
two main groups: Those who have started working and those who are still heavily
dependent on their parents. Although Generation Z in general only accounts for about
20% of the population of Vietnam; in which individuals born from 1996 to 2006 only
account for about 13%, but Generation Z is having a great influence on today's social
life (Nguyen, 2020, p3) Through the definitions given by the author, it can be seen
that Generation Z are young people they will be the main consumers in the future.
Nowadays, consumers' purchasing decisions will depend a lot on the influence
of those around them in both online and offline channels, then they will carefully
consider making a choice (Nguyen Nguyen , 2020, p. 5). This entire report is a
reference to our research topic, which deals with the shopping habits of Generation Z
and the big role social media plays for Generation Z.
Through the Internet usage report, more than 74% of Generation Z say that
they spend their free time online, surfing the web; 66% said Generation Z uses
multiple internet-connected devices at the same time. Generation Z spends an average
of 10.6 hours online every day,... Compared to previous generations, Generation Z
tends to use social media more.
The research shows the common characteristics of most of Generation Z such
as giving new trends, influencing consumers, liking interactive content, and especially
loving mobile phones. Figures from Appota show that up to 39% of Generation Z
prioritize the use of mobile applications without caring about the online web version.

12
As an example for this statement, CMO Appota said that in the banking sector, if
previous generations often paid attention to where banks are located to save, and then
gradually switched to the web online platform, Generation Z would switch to The
mobile app mainly, the web version they use is much less. (Nguyen, 2020, p.8).
In addition, the author also points out many solutions to improve the online
shopping behavior of Generation Z in Vietnam. With these solutions, I find it very
important for sellers, but it is still unclear which platforms will be effective for sellers
to promote their products. Through analyzing the above article, the researcher found
that Generation Z's shopping needs for the online shopping market. They spend a lot
of time on social networking platforms. Thereby showing that the author should
provide a specific platform so that Generation Z can access it faster. With that trend,
researchers can see the influence of social networking sites in general and TikTok in
particular on Generation Z in the near future.
Although this report is important to our research, it doesn't hit Generation Z's
shopping behavior strongly across platforms, especially TikTok. All this information
plays an important role in our study, especially the youth's mobile phone usage
preferences. This is also one of the aspects for Generation Z to shop on social
networking platforms, especially TikTok. Therefore, we can objectively evaluate this
author's point of view.
Jiahong Guo. (2021). Research on the Influence of TikTok on Teenagers
This research paper talks about the influence of TikTok on young people and
shows the positives and negatives when Generation Z use TikTok. This research is
closely related to this topic. However, the difference is that this is a general research
topic in China and this study was carried out in Vietnam and from that factor, the
whole this study is valuable for reference for the research topic. Through, using
TikTok becomes a more useful tool for the community. Currently, TikTok has
provided an excellent opportunity for students to learn in an expression course and
also help students benefit from online video platforms. Also, scholars can gain a
reputation through TikTok. Teenagers or school-aged students can learn knowledge
through online platforms, and most importantly in an easily acceptable and creative
way. On the other hand, Generation Z can use TikTok as a way to promote their

13
talents or skills that they need in the future. Therefore, TikTok can be considered as a
learning tool for teenagers, through the use of TikTok will bring educational value and
develop skills for young people, thereby promoting self-esteem, thinking and
perception of the children. Thereby showing that TikTok needs to be widely used.
Now, as for teenagers, since they are in puberty, they gradually perceive the world in
both physical and mental ways. As they explore, their personality, perception and
morality will begin to shape. Along with the sense of feeling that teenagers themselves
are mature enough, when they are in puberty, they will have a period of time that they
consider themselves as an adults, so they also want other people to treat them as an
individual human beings. In this case, they would probably not follow the advice
offered by their parents or elder family members. Instead, social media becomes a
place where teenagers seek for a sense of identity and a sense of belonging. When
they play with TikTok, their multiple mental conditions can be fulfilled. First of all,
TikTok satisfies the juvenile’s self-actualization. It is indeed TikTok’s diverse vibe
and handy functions that give teenagers the chance to express themselves.
Nevertheless, there are some side effects of using TikTok, such as blindly
imitating video content, aesthetic fatigue, and biased value TikTok is that it will detect
what kind of video a person like, and the backstage supporter will send the same kind
of video for that person to see. TikTok videos contain violent scenarios or risky
actions, if teenagers overuse them, a minority of them would imitate the action and
eventually lead to a tragedy. So teenagers will focus less on creativity and high-quality
video making; instead, they would only follow the current trend and beg for some
followers.
Since social media makes it easier to post videos right now, everyone has the
chance to become a vlogger. This circumstance stimulates the quantity of videos, but
not the quality. In order to solve this problem, TikTok released a function, in which if
people like an original video, they can click in the bottom and they will have the same
music and same filter and same everything with the primary video. This mechanism
ensures that people are watching the videos they like. However, if TikTok users get
exposed to the identical content of video over and over again, it is easier for teenagers
to get tired of the genre of video they are watching. Thereby, it can be seen that

14
TikTok is trying to improve the quality of content displayed to viewers in order to
attract users and transmit more positive content to the community and society.
Conclusion, TikTok has far-reaching influence on the youth, in an educational,
social, and perceptual way. TikTok provides people with a platform to express
themselves. Without a doubt, it has changed people's ways of socializing, TikTok is
one of the greatest social media software. It should take on the responsibility of
promoting a positive guiding strategy, advocating the advantages of a short video, and
finally contributing to the growth of teenagers' minds. Through this study, it is
possible to show the far-reaching influence of TikTok on young people in general and
Generation Z in particular, from which there are specific solutions to promote TikTok
development and improve its features and communication. Currently, optimizing
content on TikTok and making TikTok a stronger development platform in the future.

15
 CHAPTER 3: METHODOLOGY
Chapter 3 illustrated the detailed methods in which the research had been
carried out, including the overall constructional design of the research and the act of
data collecting to satisfy the desired study results. The content focused on the subject
of the study, the materials used to conduct the research and the procedure of collecting
and treating data afterwards.
3.1. Subject
The subject of the study around 150 Vietnamese people are currently using
TikTok around 18 - 45 years old in 3 big cities in Viet Nam (Ho Chi Minh, Hai
Phong, Ha Noi) combined into 2 main groups: Group A (subject from 18 years old to
25 years old) and Group B (subject from 35 years old to 45 years old, mostly parents
who have kids)
Group A
The poll included 100 people age 18 - 25 from three regions of Vietnam: the North,
Central, and South, represented by three major cities: Ho Chi Minh, Hai Phong, and
Hanoi. The survey's intended audience of students, office employees, freelancers, and
other ordinary individuals. The survey for group A includes 25 questions posted on
groups such as Saigon Student Association, I'm a Central Citizen, Student TV, and
others regarding satisfaction and frequency of using the TikTok platform. Those who
are or have used the tik tok app or have an effect on tik tok are the survey subjects.
Group B
The respondents comprise 50 parents age 35 to 45 years old having children aged 12
to 15 years old from Generation Z who have used Tiktok in three areas of Vietnam:
North, Central, and South. Three major cities are represented: Ho Chi Minh City, Hai
Phong, and Hanoi. The poll is aimed at parents who have worked and continue to
work in a variety of occupations such as office employees, engineers, physicians, and
so on. The group B survey comprises 05 questions that were personally interviewed at
a group B. associated school such as: Nguyen Khuyen High School, Nguyen Khuyen
Secondary School,... survey regarding user information, use level, and satisfaction
level when using the Tiktok platform.

16
3.2. Material
Using 2 kinds of materials that are Questionnaire and Interview used to conduct
the research and overview the information about our research.
3.2.1 Questionnaire
For the convenience in approaching the research subject, the questionnaire was
designed in Vietnamese because all of the survey respondents are Vietnamese.
Questionnaire used for Group A because Generation Z and users at this age often like
fast things, they will be more willing to spend 2-3 minutes taking surveys with
questionnaires than interviewing them about something. Furthermore, they used to
interact online rather than face to face with the stranger.
Questionnaire is the table form with sets of questions given to participants of
the research project. The purpose of a questionnaire is to gather data from a targeted
audience. It will include 25 questions. In this table form, there are 3 types of questions
about 1 open-ended question, 4 Yes - No questions, 29 WH questions, divided into 3
main parts:
Part I: General information (4 questions)
These questions were to collect demographic data of the respondents, such as
gender, age and occupations. There were no questions about personal information like
names, mobile phones or emails.
Part II: The frequency of using TikTok (7 questions)
This part mainly inquired about the frequency in which the users were currently
experiencing with the app, such as whether they were active users of TikTok or not,
how long and how often have they been using the app.
Part III: The influence of TikTok to Generation Z shopping behavior (24
questions)
The questions in part III were to collect data about the shopping habits level of
TikTok service quality. There were 16 questions to evaluate the shopping habits of the
users on TikTok’s service and 8 questions to measure users' overall satisfaction.

17
3.2.2. Interview
Interview is a practical investigation method that relies on asking questions in
order to collect data. Interviews involve two or more people, one of whom is the
interviewer asking the questions.
For the interview, there are 5 questions designed to get more information about
the frequency of using TikTok, and shopping behavior is influenced by TikTok and
further discussion on advanced work TikTok system to improve shopping behavior in
the future. This material interview question is used for people in Group B who have
kids over 12 years old, the tendency to buy toys for their children through online
shopping with a likely chance of using TikTok. People in their 30s tend to spend more
time on both working and taking care of their children, so using Interview would be a
suitable approach for our research.
3.3. Procedures

The research was carried out by strictly following a consistent procedure as below:
Picture 3.1. The procedure of the research
Preparation
The preparation phase is carried out within 3 weeks. During this time, the
researcher designed questionnaires and interview questions for everyone to serve the
research paper. The activities in this phase are to investigate and explore the relevant
literature and reflect the objectives to build a quantitative model for this study.
Designing questionnaire and interview questions
The implementation of questionnaires and interview questions follows the
specific process as follows:
For the questionnaire, the researcher must first specify the data to be collected
and the survey subjects based on the research objectives. Then, the researcher
determines what the question is, how the answer should be, and especially the use of
words that must be easy to understand and clear. Survey subjects will be approached

18
via Facebook from groups of 3 regions in general and Ho Chi Minh City, Da Nang,
and Nha Trang in general. The difficulties for researchers in implementing the
questionnaire are the approach in the North and Central region, especially the
generations from 35 - 45 years old.
For survey questions, the first thing the researcher needs to do is understand the
requirements of the scientific research topic he or she chooses. After understanding
the requirements of the research paper, the researcher should localize the research
scope to ask questions that are close to Generation Z.
Conducting survey and interview
Survey
The survey is distributed online on social media platforms via Google Forms,
following convenient and voluntary feedback sampling techniques. All collected data
is kept confidential. Survey link will be posted on Facebook groups within 2 weeks:

Region Page Interaction Link

https://tinyurl.com/
Hội Sinh Viên Hà Nội 85,4k follows
54bm5rac
Northern
https://tinyurl.com/
Tôi là dân Hà Nội 10,5k follows
bdhf933a

https://tinyurl.com/
Central Người Miền Trung 19,2 k follows
yhfv4cmw

https://tinyurl.com/
Sinh Viên Sài Gòn 1,626 follows
264nkrpv

https://tinyurl.com/
Đại Học Đừng học Đại 826,8k follows
4kmr8ncz
South
https://tinyurl.com/
Sinh Viên TV 400,285k follows
y4pddjym

Interview

19
 Conduct interview in groups of 3 regions: North, Central and South. The
questions included in the survey include 5 questions. Take survey answers to know the
needs and influence of consumers on the tiktok platform. At the same time, the
collected data will help make the research more authentic.
Analyzing result
Data processing tools for this research on Microsoft Excel, word, google drive,
google, Google Scholar platforms. tools used to process data such as: Microsoft Excel;
information search engines such as: google, Google Scholar; Finally, information
storage tools: word, google drive.
The use of processing tools for this study. The first is about tools used to
process data such as: Microsoft Excel is used for data statistics, including visual
statistics based on tables, charts, dashboards, situation analysis through the survey the
trend of TikTok users today, in addition, it is also possible to systematize the data
through the survey. Information search tools such as google, Google Scholar are used
to look up information and related documents on the research topic and collect more
necessary information for this research paper. Information storage tools: word, google
drive is a place to store information to help the search go into more order and logic.
REFERENCE
APTTUS A Voyado company(2022), How is Generation Z shopping?
Generation Z: Online Shopping Habits and Behaviour [2022] - Apptus
Asplus.vn.(2022). Research about tik tok shop and target audience.
https://24hmoney.vn
Bucknell Bossen C, Kottasz R. Uses and gratifications sought by pre-
adolescent and adolescent TikTok consumers. Young Cons. (2020) 21:463–78. doi:
10.1108/YC-07-2020-1186.
https://www.frontiersin.org/articles/10.3389/fpubh.2021.641673/full
Christian Montag; HaiBo Yang; Jon D.Elhai.( 2021). Header about the mind of
use TikTok.
Evan Hecht(2022), What years are Gen Z? What about baby boomers? When
each generation was born.

20
https://www.usatoday.com/story/news/2022/09/02/what-years-gen-x-millennials-
baby-boomers-gen-z/10303085002/
Evan Hecht studies the group of people born between 1965 - 2012 (2022)
https://www.usatoday.com
Evan Hecht(2022), What years are Gen Z? What about baby boomers? When
each generation was born.
https://www.usatoday.com/story/news/2022/09/02/what-years-gen-x-millennials-
baby-boomers-gen-z/10303085002/
Jiahong Guo. (2017). Research on the Influence of TikTok on Teenagers.
https://www.studocu.com
Li L, Gao S. TikTok marketing strategies from the perspective of audience
psychology. J Xiamen Univer Technol. (2020) 28:18–23. (Citation has been translated
from Chinese language.)
Nguyen Van Tuan. (2020). Nghiên cứu hành vi mua sắm trực tuyến của thế hệ
Z , Research on online shopping behavior of Generation Z.
Mansoor Iqbal. (2022).TikTok Revenue and Usage Statistics.
https://www.businessofapps.com
Omar B, Dequan W. Watch, Share or Create: The Influence of Personality
Traits and User Motivation on TikTok Mobile Video Usage. International Association
of Online Engineering. (2020). Available online at:
https://www.learntechlib.org/p/216454/
Palupi ND, Meifilina A, Harumike YDN. The effect of using Tiktok
applications on self-confidence levels. J Stud Acad Res. (2020).
Research by TikTok and Boston Consulting Group (BCG. ( 2022).
https://newsroom.tiktok.com
Research by TikTok and Boston Consulting Group (BCG).(2022).TikTok
community efforts during the covid-19 season.
https://www.tiktok.com/
Shao Z. Analysis of the characteristics, challenges and future development
trends of TikTok. Mod Educ Tech. (2018) 12:81–7. (Citation has been translated from
Chinese language.)

21
 Xiaohui Yan and Zhengwu Zhang(2019), Research on the Causes of the
“TikTok” App Becoming Popular and the Existing Problems
http://www.joams.com/uploadfile/2019/0613/20190613034911476.pdf

BẢNG KHẢO SÁT MỨC ĐỘ HÀI LÒNG CỦA NGƯỜI DÙNG TẠI VIỆT
NAM ĐỐI VỚI XU HƯỚNG MUA SẮM TRÊN NỀN TẢNG TikTok.
Xin chào anh/chị,

Tôi tên là Nguyễn Lê Thanh Tuyền, hiện là sinh viên năm 3 của khoa Quan hệ Quốc
tế, chuyên ngành Quan hệ Công chúng, thuộc trường Đại học Ngoại ngữ - Tin học
Thành phố Hồ Chí Minh. Hiện tại tôi đang thực hiện khảo sát với đề tài: “Đánh giá
mức độ hài lòng của người dùng tại Việt Nam đối với xu hướng mua sắm trên nền
tảng TikTok”.

Việc thu thập ý kiến của Anh/Chị là điều rất cần thiết để tôi có thể hoàn thành tốt bài
khảo sát của nhóm mình. Chúng tôi rất mong Anh/Chị hãy dành vài phút thời gian quý
báu của mình để trả lời bảng khảo sát này.

Tôi cam đoan rằng mọi thông tin khảo sát của Anh/Chị chỉ được sử dụng hoàn toàn
cho mục đích nghiên cứu học thuật và tuyệt đối không sử dụng cho các mục đích
khác. Ngoài ra, mọi thông tin, ý kiến của Anh/Chị đều được bảo mật an toàn. Anh/Chị
vui lòng không viết tên, số điện thoại hay để lại các dấu hiệu cá nhân khác trên bảng
khảo sát để đảm bảo tính khách quan và bảo mật. Xin chân thành cảm ơn sự hỗ trợ,
hợp tác của Anh/Chị.
Phần I: Thông tin chung
1. Giới tính của anh/chị?
 Nam
 Nữ
2. Độ tuổi của anh/chị
 18 - 25 tuổi 
 30 - 40 tuổi 

22
3. Nghề nghiệp của anh/chị?
 Sinh viên 
 Nhân viên văn phòng 
 Tự do
 Khác 
4. Mức thu nhập hằng tháng của anh/chị?
Phần II: Khảo sát về mức độ thường xuyên sử dụng nền tảng TikTok 
1. Anh/Chị có đang sử dụng TikTok không?
 Có
 Không
Nếu Anh/Chị chọn “Không” cho câu hỏi trên, vui lòng dừng làm bảng khảo sát tại đây
để đảm bảo tính khách quan. Chân thành cảm ơn sự hỗ trợ của Anh/Chị. 
2. Anh/Chị đã sử dụng TikTok trong khoảng thời gian bao lâu? 
 <3 tháng 
 <6 tháng
 <1 năm
 >1 năm
3. Mức độ thường xuyên của Anh/Chị khi sử dụng TikTok?
 Vài lần trong ngày
 Mỗi ngày 1 lần
 Vài lần trong tuần 
 Mỗi tuần 1 lần
 Vài lần trong tháng
 Mỗi tháng 1 lần
 2 – 3 tháng 1 lần
4. Anh/chị đã từng mua sắm trên TikTok chưa?
 Đã từng mua
 Chưa bao giờ
5. Anh/chị cảm thấy sản phẩm TikTok đem lại phù hợp với lựa chọn của anh/chị?
 Có 
 Không

23
6. Anh/chị sẽ sử dụng lại TikTok để phục vụ nhu cầu mua sắm?
 Có
 Không
Phần III: Khảo sát mức độ hài lòng của người dùng đối với nền tảng TikTok shop
1. TikTok có giao diện thân thiện với người dùng, dễ sử dụng ?
 Có, rất dễ dàng thao tác và trải nghiệm sử dụng rất tuyệt
 Không, tôi cảm thấy khó khăn khi sử dụng
2. Bạn có cảm thấy TikTok là ứng dụng có độ bảo mật thông tin cao, đáng tin
cậy?
 Có
 Không
3.  Marketing trên TikTok có khiến bạn cảm thấy phiền phức?
 Có
 Không
4. Nếu được lựa chọn thang điểm 10 về độ hài lòng khi mua hàng trên TikTok
Shop so với các trang mua sắm khác bạn sẽ cho thang điểm bao nhiêu?
1-2-3-4-5-6-7-8-9-10
5. Bạn thấy việc mua sản phẩm được quảng cáo bởi những Influencer trong lĩnh
vực trên TikTok mà bạn theo dõi là đáng giá?
 Đa phần trước khi mua hàng tôi sẽ xem reviewer hoặc influencer giới thiệu
về sản phẩm đó.
 Tôi không quá tin tưởng vào các reviewer trên TikTok.
 Họ giúp tôi có cái nhìn khách quan hơn về các sản phẩm được quảng cáo
trên TikTok.
 Tôi không nghĩ vậy.
6. Khi gặp sự cố tại TikTok, bạn có nhận được sự hỗ trợ từ bộ phận CSKH trong
thời gian sớm nhất có thể?
 Có, cách họ hỗ trợ giải quyết vấn đề rất nhanh chóng và hiệu quả.
 Đôi khi tôi không thể liên hệ & nhận được sự trợ giúp từ đội ngũ Hotline.
7. Liệu TikTok có đang “ngốn” quá nhiều thời gian của bạn?
 Tôi dùng TikTok bất kể khi nào có thời gian rảnh.

24
  TikTok là 1 ứng dụng mang tính gây nghiện rất cao tuy nhiên tôi vẫn có thể
kiểm soát thời gian sử dụng và không quá lãng phí thời gian vào đó.
 Tôi hầu như sử dụng TikTok để giải trí mỗi ngày.
8. Bạn đã bao giờ bị lừa đảo khi mua hàng tại TikTok chưa?
 Tôi chưa từng mua hàng trên TikTok vì nền tảng này còn quá mới và tôi
không đủ tin tưởng để mua sắm tại đây.
 Tôi thường lựa những cửa hàng uy tín, có lượt đánh giá cao để mua nên
không gặp phải lừa đảo.
 Tôi từng bị lừa đảo trên TikTok, món hàng tôi mua chất lượng không được
như mong muốn.
9. Bạn có hài lòng về những review sản phẩm trên TikTok?
 Tôi rất hài lòng.
 Tôi không mấy hài lòng.
 Tôi dường như mất niềm tin vào những review đa phần những món hàng tôi
mua đều không đạt được kì vọng mà tôi mong muốn.
10. Bạn cảm thấy sản phẩm TikTok đem lại phù hợp với lựa chọn của bạn?
 Rất phù hợp, đa dạng mẫu mã, giá cả, chất lượng.
 Không phải toàn bộ, vì có những thứ trên nền tảng TikTok bán mắc hơn so
với kì vọng của tôi.
 Không, có những sản phẩm mà tôi tìm không có.
11. Liệu TikTok có phải là 1 môi trường kinh doanh màu mỡ cho tất cả mọi người
không?
 Tôi tin rằng bất kỳ ai muốn khởi nghiệp hay đã kinh doanh lâu năm đều có
thể tận dụng TikTok trở thành 1 nơi kinh doanh béo bở và thu nhiều lợi nhuận.
 Vì đây là nền tảng có lượng người sử dụng cao nên đồng nghĩa với việc sẽ
có sự cạnh tranh rất cao về giá cả, sản phẩm,...vv.
12. Bạn tin rằng quảng cáo của những Influencer trong lĩnh vực trên TikTok là một
tài liệu tham khảo tốt để mua các sản phẩm trên TikTok Shop. 
 Đúng, tôi thường dựa vào đó để lựa chọn sản phẩm phù hợp với mình.
 Không hẳn, tôi đã xem rất nhiều reviewer về sản phẩm skincare mà họ PR
rầm rộ nhưng sản phẩm mà tôi nhận được khiến da mặt tôi bị dị ứng.

25
  Các bài review thường có thể khen & chê vì vậy hãy là người tiêu dùng lý trí
khi lựa chọn các bài review để tham khảo mua hàng.
 Theo tôi, mua hàng trên TikTok thì nhất định phải xem review.
13. Mức độ hài lòng của bạn khi sử dụng TikTok để mua sắm?
 Không tốt
 Tốt
 Rất tốt
14. Bạn sẽ giới thiệu cho bạn bè hoặc người thân để sử dụng mua sắm trên nền
tảng TikTok ?
 Tất nhiên rồi TikTok là 1 nơi mua sắm và giải trí tuyệt vời nhất tôi từng trải
nghiệm.
 Tuy là 1 nền tảng non trẻ nhưng TikTok đã làm rất tốt trong việc “gây
nghiện & thôi miên” người dùng và các dịch vụ mua sắm mà TikTok mang đến
khiến tôi vô cùng hài lòng.
 Vẫn còn rất nhiều bất cập và khó khăn trong quá trình mua hàng của tôi tại
TikTok và tôi không nghĩ ứng dụng này đủ tốt để tôi có thể giới thiệu cho bạn
bè hoặc người thân để sử dụng.
 Là một nền tảng mới nên TikTok cần phải cố gắng hơn nữa trong cải thiện
và phát triển dịch vụ hơn nữa để có thể đuổi kịp các nền tảng mua sắm lâu đời
khác như: Shopee, Lazada, Tiki..vv.
Chân thành cảm ơn Anh/Chị đã dành thời gian quý báu tham gia khảo sát. Chúc
Anh/Chị một ngày mới vui vẻ, hạnh phúc!

Interview Question:
1. Anh/Chị có đã và đang sử dụng TikTok không?
2. Con của Anh/Chị có sử dụng TikTok không?
3. Con của Anh/Chị có mua hàng thông qua ứng dụng này không?
4. Con của Anh/Chị có lạm dụng TikTok không?
5. Anh/Chị nghĩ như thế nào khi con Anh/ Chị sử dụng TikTok?

26