Research on the Influence of Peer Interaction on the Online Shopping Intentions of Generation Z in Vietnam: A Case Study of the TikTok Platform

This study examines the impact of TikTok peer communication on online shopping intention among Vietnamese Generation Z consumers with prior TikTok shopping experience. In the context of rapid digitalization and the growth of social commerce, TikTok has become a key platform where Gen Z consumers access information, interact with peers, and engage in purchasing activities. Grounded in the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), this study proposes a research model incorporating mediating and moderating mechanisms, in which perceived brand quality and online shopping attitude act as mediators, and privacy concern serves as a moderator. Data were collected from 556 Vietnamese Gen Z respondents using a structured questionnaire and analyzed with SPSS and AMOS through reliability testing, exploratory and confirmatory factor analysis, and structural equation modeling. The findings reveal that TikTok peer communication significantly enhances perceived brand quality and online shopping attitude, both of which mediate its effect on online shopping intention. In addition, privacy concern significantly moderates the relationships between perceived brand quality, attitude, and purchase intention. These results provide important insights into Gen Z consumer behavior in TikTok-based social commerce and offer practical implications for platform operators and marketers.