MINISTRY OF EDUCATION AND TRAINING

VIETNAM NATIONAL UNIVERSITY

INTERNATIONAL SCHOOL
---------------  ---------------

FINAL EXAMINATION

Course Code: MNS1052

Course Title: Research Methods

Student name : 1. Nguyễn Khánh Linh 2. Hoàng Dương Phương Chi

Student ID No : 21070234 21070554
Date of birth : 23/09/2003 13/10/2003
Class : IB2021B IB2021B
Lecturer : Ths. Lê Văn Đạo

Hanoi - May 20, 2023

PAPER PROPOSAL
IMPACT OF THE SOCIAL NETWORK TIKTOK ON THE DECISION TO BUY
FASHION PRODUCTS OF YOUNGERS
EVIDENCE: IN HANOI, VIETNAM

1. Introduction/Motivation
Today, in the context of the increasingly developed information technology era,
many new opportunities have opened up for businesses in promoting ̣ brand through
social networks. In addition to traditional forms of marketing advertising, most
businesses now know how to take advantage of the large amount of traffic to social
networking sites, using personalized tools and algorithms to contribute to promoting
marketing communication activities through the Internet ̣ Internet to attract customers
and sell in the most effective way.
The outbreak of the Covid-19 epidemic has turned into a catalyst, promoting
online shopping, digital entertainment, and social media to grow exponentially and
gradually gain more attention from the public. In which, the growth of TikTok can be
seen as the most convincing evidence. TikTok is a social networking platform that
allows users to create content in the format of short videos combined with unique visual
and sound effects in their own way. Just officially launched in Vietnam market not long
ago in April 2019, TikTok ̣ has quickly affirmed its position when becoming the top
favorite application of young people because of the novelty of its content. and the
simplicity, ease of use form. According to Nguyen Lam Thanh, TikTok's policy director
in Vietnam, Vietnam is currently one of the countries with the highest TikTok user
growth in Southeast Asia. As of March 2019, TikTok has more than 12 million users in
Vietnam, which is a very impressive number for a new platform like TikTok when
compared to giants like Facebook or Instagram.
Besides entertaining content, TikTok also stimulates users to discover new brands
and products naturally. Half of TikTok users admit they discovered new products or
brands while using the platform, and 89% made an unplanned purchase after watching a
video on TikTok. This is also the highest number of all existing social networking
platforms. Thereby, it can be seen that TikTok is a potential environment for small and
medium businesses that want to promote their brands and reach target customers in the
most effective way.
Aware of the popularity of TikTok in Vietnam, where the number of young users
is gradually dominating, the research team selected the topic "The impact of TikTok on
young people's decision to buy fashion products in Hanoi." “In order to analyze and
evaluate the impact of TikTok on the decision and buying behavior of fashion products
of young people (aged 15-25) in Hanoi with the desire to offer the most practical
solutions. increase young people's purchasing decisions for fashion products and help
businesses have appropriate advertising strategies to increase sales through this social
network.

2. Literature Review
This study aims to provide solutions to increase young people's decision to buy fashion
products for fashion businesses, and at the same time help businesses come up with
reasonable strategies to increase sales and reach number of potential customers.
2.1 Target:
- Find out the impact of TikTok on young people's decision to buy fashion products.
- Measure customers' interest in products/services, helping businesses know if
customers are satisfied with that product or not.
- Discover differences in gender, age group, education, occupation, personality, income
and decision to buy fashion products through TikTok.
- Find out the latest feature available on TikTok: TikTok Shopping

2.2 Some concepts related to the topic

2.2.1 TikTok social media
TikTok is known as a music video and social networking platform, on which users do
not post statuses like Facebook but post music videos from 15 seconds long. This is a
music video and social networking platform from China, with the original version being
Douyin, developed by ByteDance (including subsidiary company TikTok Inc) and
Musical.ly Inc launched in 2017. Today, TikTok has attracted up to 150 million users in
1 day and 500 million users in June 2018. Besides, in a short time, TikTok has far ahead
of major social networking platforms such as Facebook, Instagram ,... with 104 million
downloads.
Apps have their pros and cons, and TikTok is no exception. In terms of advantages, the
application gives users an entertainment experience with AI artificial intelligence
technology, simple to use, allowing users to earn money or find many cultures. all over
the world. However, the videos posted are not censored, so there are many violent and
sensitive videos. At the same time, the risk of leaking personal information of users is
extremely large or addictive, which will make you spend hours and hours surfing,
greatly affecting daily life. Besides, like other social networks, TikTok also collects data
from users of their platform. Therefore, TikTok will also bring dangers to users' privacy
and security.
Information collected by TikTok ranges from: Age, username, gender and email address
to details about your mobile device, message content and activity tracking data users
online. From there, they will provide this information to advertisers and marketers.
2.2.2 Product review on TikTok
In recent times, there is an increasingly popular trend on this platform called ''TikTok
made me buy it'' with more than 3 million views (TikTok, n.d.). Users will post video
reviews of products they've recently purchased, and will usually include a link to the
product they've reviewed through Bio Link. Most of the products reviewed are
relatively cheap and suitable for users between the ages of 10 and 29 who do not have a
stable source of income or who want to save money during the pandemic (Weinand,
2020). Similarly, videos with the hashtag #productreview that review various products
and brands have also had more than 121.2 million views (TikTok, 2020).
For products that are reviewed, content creators will provide detailed product
information to convince ̣ of viewers to make a purchasing decision. The products can be
diverse from many fields such as fashion, skin care to home decoration, etc. These
videos have quickly gone viral and have a positive impact on people's purchase
intention. see. 2.1.2 Types of purchases via TikTok
2.2.3 Rational choice theory
Rational choice theory was first styled by the sociologist George Homans, who in 1961
laid the basic framework for exchange theory, which he based on hypotheses drawn
from psychology behavior
During the 1960s and 1970s, other theorists (Blau, Coleman and Cook) extended his
framework and helped develop a more formal model of rational choice.
Concept: Rational choice theory claims that individuals use rational calculations to
make rational choices and achieve outcomes that are consistent with their personal goals
Using rational choice theory is expected to lead to outcomes that give people the
greatest satisfaction and benefit, given the limited choice they have available.

3. Methodology and data required

3.1 Research Process
Step 1: Identify the research problem: The impact of the social network TikTok on the
decision to buy fashion products of young people in Hanoi.
After finding the problem to be researched, the research paper proceeds to find out the
research question and research objective.
First, what factors let young people in Hanoi decide to buy.
Second, how to implement and develop the above elements.
Third, the solution increases the decision factor to buy fashion products of young people
in Hanoi
Step 2: Present an overview of the theoretical bases and related previous studies to
propose an appropriate research model, including the following hypotheses:
• H1: The reference group on the social network TikTok has a positive impact on young
people's decision to buy fashion products in Hanoi
• H2: The convenience of the social network TikTok has a positive impact on the
decision to buy fashion products of young people in Hanoi
• H3: The prestige on the social network TikTok has a positive impact on the decision to
buy fashion products of young people in Hanoi
• H4: Habits on social networks TikTok have a positive impact on young people's
decision to buy fashion products in Hanoi

3.2 Research methods - Quantitative research

Regarding the research method, the research team implements the quantitative research
method. The main way to conduct the research is through the survey method, using
questionnaires to collect data for the research process.
This research topic aims to determine “The impact of the social network TikTok on the
decision to buy fashion products of young people in Hanoi” based on the model of
factors affecting the decision to buy fashion products of the young people in Hanoi. The
opening part of the survey will include questions about demographic characteristics:
gender, occupation, age,... Followed by questions on a fully adjusted and evaluated
scale. enough from previous studies. Includes items that have been formed from
observed variables such as: Reference group, Convenience, Prestige, Habit, Marketing.
The research questionnaire used a 5-point Likert scale (1: Totally disagree, 2: Disagree,
3: Normal, 4: Agree, 5: Totally agree). After the data collection is complete from the
surveyed subjects, the data is processed on Microsoft Excel software. After that, the
data was synthesized and put into SPSS software to analyze and link with the factors on
TikTok social network that affect young people's decision to buy fashion products in
Hanoi. In order to keep the data short and easy to understand, this study used descriptive
statistics for the purpose of expressing by summary parameters about the data to
discover the surveyor's characteristics of the study.

3.3 Research sample

3.3.1. Population: The population here will be young people living, studying and
working in Hanoi.
3.3.2. Sample size
To make it easier to collect data, the research team selected the research sample size
according to the convenience method, which is one of the non-probability sampling
methods. The group also decided to collect answers through an online questionnaire
about the impact of the social network TikTok on young people's decision to buy
fashion products in Hanoi in order to create favorable conditions for the research
subjects participating in the survey.
According to Hair et al (2014), the minimum sample size to use EFA is 50, preferably
100 or more. Therefore, the research sample size will be determined by the formula:
N >= 100 and N >= 5k (where k is the number of observation questions)
In this study, with a total of 30 scales, the minimum sample size to be achieved is 5 * 25
= 125. However, in order to increase the reliability of the participants' answers, the
research team will choose a sample size of 200 to conduct the survey.
3.3.3. Sampling method:
Convenience sampling (also known as chance sampling or random sampling) is a non-
probability sampling technique involving a sample drawn from a part of a population
for the convenience of the researcher. With the convenience and advantages that the
technique brings, the team chose to use this technique to easily access and collect data
from the survey subjects. In addition, this study also takes advantage of the relationships
of the survey subjects to be able to collect more samples for the research. Thereby, it is
possible to shorten the survey time, make information collection easy and fast, and still
achieve the set number of sample groups.
3.4 Building the scale
3.4.1 Component scale "Reference group"
The reference group can include: family, friends or the mass media...For the social
network TikTok, the reference group will be KOLs (Key Opinion Leaders), this is a
person or a group of content creators who have influence on the public and have
expertise in the areas in which they operate.

Observable variables in the component scale Sign References

"Reference group"

1. Family, friends, acquaintances recommend NTK0 Nguyen Huu Khoi, Le Nhat

me to buy fashion products online 1 Hanh, Ho Tay Tuu (2017)

Hoang Thi Phuong Thao,

2. I read customer comments and reviews before NTK0 Nguyen Truc Thanh Mai
buying fashion products 2

3. Livestream influenced my decision to buy NTK0

fashion products 3

4. It was through social media that I decided to NTK0

buy fashion products 4

5. KOLS (influencers) influence my decision to NTK0

buy fashion products 5

3.4.2. Component scale “Convenience”

The presence of Tiktok Shop makes payment and purchases easier. Similar to shopping
on e-commerce platforms, TikTok Shop is full of detailed product information such as
images, prices, reviews, purchases,.... The strength of TikTok Shop is its activities. on
video content platforms. But video content is often easy to bring a lot of emotions, urges
to generate demand and therefore easier to convert than other types of content (images,
descriptions...).

Observable variables in the component scale Sign References

“Convenience”

1. I can make purchases directly on TikTok TT01 Mar’atus Solikah, Dian

Shop Kusumaningtyas (2022)

2. With a few simple steps, I have successfully TT02

purchased on TikTok Shop

3. I easily pay online on TikTok Shop via credit TT03

card, e-wallet

4. Have full information about products, TT04

reviews, purchases, ... like other e-commerce
floors

5. Short video content with lots of emotions, TT05

easy to convert

3.4.3. Component scale "Prestige"

E-commerce site reputation: Include names, logos, designs and signs to identify
products among different vendors. The reputation of an e-commerce site is not only
related to the image of the business but also depends on the reviews and feelings of
customers. The results of previous studies show that consumers trust e-commerce
websites if consumers perceive the business as having a good reputation among the
masses (Lin et al., 2010)

Observable variables in the component scale Sign References

"Prestige"

1. Products on Tiktok are very reliable. UT01 Aghakhani et al

2. I use Tiktok as a reference to buy products. UT02

3. Product content on Tiktok is quite practical, UT03

partly from people who already know.

4. Tik Tok brings a high level of product UT04

awareness.

5. The quality of the product on Tiktok is UT05

exactly what I expected

3.3.4. Component scale "Habit"

Observable variables in the component scale Sign References

"Habit"

1. Using Tiktok for shopping has become my TQ01 Venkatesh et al. (2012)
habit.
2. I am addicted to using Tiktok. TQ02

3. I definitely have to use Tiktok when I want to TQ03

shop

4. Using Tiktok has become my reflex TQ04

5. I consider Tiktok a good choice to purchase. TQ05

3.3.5. Component scale "Marketing"

Observable variables in the component scale Sign References

"Marketing"

1. The promotional videos on Tiktok are very MA01 Balanco et al (2010),

interesting Nguyen Duy Thanh and
collaborators (2013), Tsang
et al. (2014), Ashmawy
2. Advertising via Tiktok is entertaining. MA02 (2014)

3. Advertising via Tiktok has more interesting MA03

things than other media ads.

4.The content of the ads via Tiktok is fun. MA04

 5. Like advertising via Tiktok because of its high MA05
interactivity.

4. Expected outcomes and policy implications

Research on the influence and impact of social networking platforms, specifically
tiktok, on young people's online shopping decisions is essential and reflects today's
status quo. In the context of growing e-commerce sites and increasing demand for
online shopping because of its convenience and outstanding advantages, consumers'
double-click purchasing decisions, especially especially young people, influenced by
many factors, factors that even brands have to spend money to gain the trust and support
of consumers. For example, the content advertising products, marketing campaigns,
discounts, incentives, ... are the most typical and popular examples. This small survey
and general study will give us a better overview of today's online shopping reality,
specifically the factors that affect young people's decision to buy fashion online. tiktok
social

5. Feasibility
I believe that this reasearch is feasible due to:
(i) The reality of survey;
(ii) Clarity of research methods;
(iii) The researcher's passion and the mentor's experience in the research issue

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