EVALUATION OF FACTORS AFFECTING REPEAT PURCHASE INTENTION ON TIKTOK AMONG STUDENTS OF CAN THO UNIVERSITY OF TECHNOLOGY

Abstract

This study focuses on analyzing the factors influencing the repeat purchase intention of students at can tho university of regarding products on tiktok shop. The research was conducted through a survey with 202 valid samples, using a random sampling method. the collected data were analyzed using SPSS 27 and AMOS 22 to identify the main factors driving repeat purchase intention. The results show that satisfaction and perceived value are the two factors directly affecting repeat purchase intention, while trust plays an indirect role in promoting this intention. Based on the research findings, the authors propose practical solutions for tiktok and businesses operating on this platform to improve and optimize these factors, thereby increasing the repeat purchase rate among consumers.