Abstract
This study aims to examine the impact of advertising factors on TikTok on the online purchase intention of fashion products among students at Hanoi University of Textile and Garment Industry. Data were collected from 503 students through an online survey and analyzed using SPSS software. The results of multiple regression analysis indicate that advertising content exerts the strongest influence on online purchase intention (Beta = 0.369), followed by interaction (Beta = 0.236), brand recognition (Beta = 0.233), personal emotion (Beta = 0.214), and influencer endorsement (Beta = 0.128). However, the results of T-tests and ANOVA reveal no statistically significant differences in purchase intention across demographic groups, including gender, age, field of study, and income level. These findings provide practical implications for fashion businesses in optimizing their TikTok advertising strategies, emphasizing the importance of creative content, enhanced customer interaction, and brand awareness to effectively engage consumers and stimulate online purchasing behavior.
Keywords: TikTok, online advertising, fashion products, purchase intention, online shopping, students.
JEL classification: L8, L81, L67.
DOI: 10.63767/TCKT.33.2025.92.105
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
