Research on Factors Influencing Students’ Shopping Intention on the Tiktok Platform: A Perspective from Self-Efficacy Theory

Abstract

The study aims to identify the factors influencing students’ shopping intention on the TikTok platform, based on the self-efficacy model. Data were collected from 212 students at Hanoi University of Industry and analyzed using SmartPLS 4. The results show that four components of self-efficacy, including direct experience, vicarious experience, social persuasion and physiological feedback, all have positive effects on shopping intention. the findings confirm the important role of self-efficacy in shaping students’ shopping behavior on TikTok and suggest that businesses should focus on improving user experience and consumer confidence to enhance marketing effectiveness.