Short video marketing factors influencing the purchase intention of Generation Z in Vietnam

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In the digital age and technological advancements, short video platforms have become essential tools for online sales and marketing. In addition, shopping through short video marketing has gained significant attention, especially among Generation Z, as it brings unique and novel shopping experiences. The primary goal of this study is to explore the factors of short video marketing that influence the purchase intentions of Generation Z consumers in Vietnam. To conduct this study, a quantitative approach was employed, utilizing a 5-point Likert scale questionnaire administered online through a non-probability sampling method. The sample comprised 350 respondents aged between 16 and 26 from Vietnam, representing Generation Z, who made purchases through short video marketing. The relationships among various variables were analyzed using Structural Equation Modeling (SEM). The study’s results demonstrated a positive, significant, and direct relationship between all factors of short video marketing, including interesting content, perceived usefulness, scenario-based experience, user interaction, perceived enjoyment, and involvement of celebrities and consumer brand attitude. Among these factors, perceived usefulness is the most influential factor on customer brand attitude. In addition, the study revealed that consumer brand attitude, acting as a mediating variable, had a positive and significant impact on consumers’ purchase intentions. Based on the findings, the study suggested strategies for businesses to enhance the quality and content on short video platforms, thereby improving the effectiveness of their marketing strategies.

Acknowledgment
The authors express a sincere gratitude to all the participants who generously took part in this research study.

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    • Figure 1. Proposed research framework
    • Figure 2. Structural Equation Model
    • Table 1. Results of Cronbach’s alpha analysis
    • Table 2. Results of testing the scale of short video marketing components
    • Table 3. Results of testing the hypotheses in theoretical model
    • Table A1. Demographic information of respondents
    • Table B1. Rotated Component Matrix
    • Table С1. Confirmatory factor analysis – Regression weights and standardized regression weights
    • Conceptualization
      Thi Thuy An Ngo, Phu Quach, Thanh Vinh Nguyen, Anh Duy Nguyen, Thi Minh Nguyet Nguyen
    • Methodology
      Thi Thuy An Ngo, Phu Quach, Anh Duy Nguyen
    • Project administration
      Thi Thuy An Ngo, Phu Quach
    • Supervision
      Thi Thuy An Ngo
    • Validation
      Thi Thuy An Ngo
    • Writing – review & editing
      Thi Thuy An Ngo
    • Data curation
      Phu Quach, Thanh Vinh Nguyen
    • Formal Analysis
      Phu Quach, Thanh Vinh Nguyen, Anh Duy Nguyen, Thi Minh Nguyet Nguyen
    • Investigation
      Phu Quach, Thanh Vinh Nguyen, Anh Duy Nguyen, Thi Minh Nguyet Nguyen
    • Resources
      Phu Quach, Thanh Vinh Nguyen, Anh Duy Nguyen, Thi Minh Nguyet Nguyen
    • Software
      Phu Quach, Thanh Vinh Nguyen
    • Writing – original draft
      Phu Quach, Thanh Vinh Nguyen, Anh Duy Nguyen
    • Visualization
      Thi Minh Nguyet Nguyen