THE INFLUENCE OF TIKTOK SHORT VIDEOS ON GEN Z'S INTENTION TO PURCHASE SECONDHAND FASHION IN HANOI

Abstract

The rapid growth of short videos on the TikTok platform has created significant changes in consumer behavior, especially among Gen Z. This study aims to evaluate the impact of TikTok short videos on Gen Z's intention to purchase secondhand fashion in Hanoi. Based on the SOR (Stimulus - Organism - Response) model and factors such as value perception, influencer impact, sustainable consumption trends, the study surveyed 363 Gen Z people to analyze the relationship between short video content and secondhand purchase decisions. The results show that factors such as information quality, interactivity and personalization, trustworthiness, and entertainment value of TikTok have a positive impact on purchase intention. Based on these findings, the study provides strategic recommendations for secondhand fashion businesses to leverage the TikTok platform to increase customer reach and conversion efficiency.