Abstract

Currently, e-commerce is on the verge of strong development. The Covid-19 epidemic has completely changed customers' shopping habits from in-person shopping to online shopping and contactless payments. TikTok is a social network that has been occupying a high position in the entertainment sector in Vietnam. Recently, in its development plan, TikTok has launched a new feature, TikTok Shop. TikTok Shop is an innovative solution for buyers, sellers, and content creators that delivers a seamless, comprehensive e-commerce ecosystem right on TikTok. During the purchase process on TikTok Shop, users' buying behavior will be influenced by different factors. The objective of the project is to study the factors influencing the buying behavior through TikTok Shop of students of Hanoi University of Industry. The research team proposes 5 factors: Product, Influencer, Subjective Standard, Shopping habits, Ease of use. By evaluating the reliability of Cronbach's Alpha scale, factor analysis explores EFA and tests the hypotheses.  The results show that of the 5 factors included in the model, there are 5 factors affecting   buying behavior through TikTok Shop.