Research on the Role of TikTok Influencers in Shaping Generation Z’s Food & Beverage Purchase Behavior in Vietnam

초록

Purpose - This study investigates the role of TikTok influencers in shaping Generation Z consumers' food and beverage (F&B) purchase behavior in Vietnam. Drawing on the Stimulus-Organism-Response (S-O-R) framework and Uses and Gratifications Theory (UGT), the study examines how influencer characteristics and content features influence consumers' psychological responses and purchasing decisions in a social media environment. Design/methodology/approach - A conceptual model was developed in which Content-Format Interactivity and Influencer Credibility were treated as stimulus variables, while User Engagement, Perceived Value, and UGT motivations (cognitive, affective, and social) represented organism variables. Purchase Intention and Actual Purchase Behavior were conceptualized as response variables. Data were collected from 320 Vietnamese Generation Z respondents through an online survey and analyzed using Structural Equation Modeling (SEM). Findings - The results indicate that Influencer Credibility significantly affects User Engagement, Perceived Value, and Users' Cognitive, Affective, and Social Motivations, which subsequently influence Purchase Intention and Purchase Behavior. In contrast, Content-Format Interactivity does not show significant effects on User Engagement or Perceived Value. Additionally, the moderating effects of Influencer Type, Cultural Orientation, and TikTok Usage Intensity were not statistically significant. Research implications or Originality - This study extends the application of the S-O-R framework to the context of TikTok influencer marketing in an emerging market setting. The findings provide new insights into how Influencer Credibility and User Motivations shape Consumer Purchasing Behavior on short-video platforms and offer practical guidance for F&B marketers seeking to effectively engage Generation Z consumers through TikTok.

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