The impact of TikTok on young people’s decision to choose dining locations in Ha Noi

Abstract

This study analyzes and evaluates the factors influencing young people’s decisions to choose dining locations in Hanoi through the TikTok platform, in the context of TikTok’s growing popularity as an effective tool for discovering food-related information. From March to June 2024, the research team conducted a survey with 391 respondents aged 18 to 25, collecting 362 valid responses. Data were processed using SPSS and SmartPLS 4. The results indicate that electronic word of mouth (eWOM) on TikTok exerts the strongest influence on dining location choices among young people in Hanoi, mediated by two factors: subjective norms and attitudes, with subjective norms playing a more dominant role. In addition, Technology Acceptance Model (TAM) variables, namely perceived ease of use and perceived usefulness, were found to positively affect user attitudes. These findings contribute to clarifying the impact of TikTok on food-related decision-making and provide practical implications for F&B businesses in leveraging eWOM and subjective norms to enhance outreach and influence the decisions of young customers.