Social networking platforms have been developing more and more features in connection and sharing between users, thereby speedily communication activities, promoting and trading goods and services. One of the social networks that has achieved outstanding growth in recent years is Tiktok Shop. Although users can shop easily on this application, they still have certain doubts, stemming from the risks encountered. Trust is considered an essential factor to reduce customer uncertainty and risk when shopping online. This article aims to examine the influence of perceived values on trust and online purchase intention of Vietnamese users on the Tiktok. With the research assumption that factors such as media richness, price fairness, convenience, and seller interaction have an impact on trust, and trust impacts purchase intention on the Tiktok, the study conducted a survey with 506 consumers in Hanoi with a questionnaire adapted from previous research. The results obtained demonstrate that most of these factors affect trust, and trust has a positive impact on users' purchasing intention. From there, the article recommends some management implications for businesses on social networks in general and Tiktok in particular.

Keywords: Social media network, Tiktok, Trust, Purchasing intention.

[1] Berkowitz, E.N., Walton, J., & Walker, O.C. (1979). In-home shopper: the market for innovative distribution systems. Journal of Retailing, 55: 15–33.

[2] Tinh, D.T., et al. (2021). Doing Business Research and Teaching Methodology for Undergraduate, Postgraduate and Doctoral Students-Case in Various Markets Including Vietnam. Elementary education Online, 20(1).

[3] Burgess, B. (2003). A comparison of TV home shoppers based on risk perception. Journal of Fashion Marketing and Management, 7: 259–271.

[4] Burgess, S., Sellitto, C., Cox, C., & Buultjens, J. (2011). Trust perceptions of online travel information by different content creators: some social and legal implications. Information Systems Frontiers, 13: 221–235.

[5] Mai Hoàng Thịnh (2023). Xu hướng hành vi mua hàng trực tuyến của người tiêu dùng Việt Nam. Tạp chí Công thương, Tạp chí Công Thương - Các kết quả nghiên cứu khoa học và ứng dụng công nghệ, 4, tháng 2, truy cập ngày 15/01/2023, tại https://tapchicongthuong.vn/bai-viet/xu-huong-hanh-vi-mua-hang-truc-tuyen-cua-nguoi-tieu-du ng-viet-nam-104014.htm.

[6] Mikalef, P., Giannakos, M.N., & Pappas, I.O. (2017). Designing social commerce platforms based on consumers’ intentions. Behaviour and Information Technology, 36: 1308–1327.

[7] Nadeem, W., Andreini, D., Salo, J., & Laukkanen, T. (2015). Engaging consumers online through websites and social media: a gender study of Italian Generation Y clothing consumers. International Journal of Information Management, 35: 432–442.

[8] Thao, N.T.P., et al. (2021). Measuring citizen's satisfaction when using E-Government online public services: Lessons from Vietnam, The Journal of Contemporary Issues in Business and Government, 27(1): 2709–2723.

[9] Naseri, R.N.N. (2021). An Overview of Online Purchase Intention of Halal Cosmetic Product: A Perspective from Malaysia. Turkish Journal of Computer and Mathematics Education, 12: 7674–7681.

[10] Pavlou, P.A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7: 101–134.

[11] Phương Dung (2024). Hơn một nửa dân số Việt mua sắm online. VnExpress, truy cập ngày 16/01/2024, tại https://vnexpress.net/hon-mot-nua-dan-so-viet-mua-sam-online-4679542.html.

[12] Van Nam, T., Quynh, N.T.N., et al. (2022). Trademark Valuation According to Laws and Regulations in Vietnam. Jurnal Cita Hukum (Indonesian Law Journal), 10(1).

[13] TikTok (2023). Báo cáo xu hướng Tiktok What's Next 2023. Tiktok for Business.

[14] VECOM (2023). Báo cáo Chỉ số Thương mại điện tử Việt Nam, Hướng tới phát triển thương mại điện tử bền vững, truy cập ngày 15/01/2023 tại https://drive.google.com/file/d/1roLDY1WXSr77kK7FXxu6Lk5bVibw 8iAS/view.

[15] Verma, V., Sharma, D., & Sheth, J. (2016). Does relationship marketing matter in online retailing? A meta- analytic approach. Journal of the Academy of Marketing Science, 44: 206–217.

[16] Wu, W., & Lee, Y. (2012). The Effect of Blog Trustworthiness, Product Attitude, and Blog Involvement on Purchase Intention. International Journal of Management & Information Systems, 16: 265–276.

[17] Xia, L., Monroe, K.B., & Cox, J.L. (2004). The price is unfair! A conceptual framework of price fairness perceptions. Journal of Marketing, 68: 1–15.

[18] Zheng, S., Hui, S.F., & Yang, Z. (2017). Hospital trust or doctor trust? A fuzzy analysis of trust in the health care setting. Journal of Business Research, 78: 217–225.

Source of Funding:

This study did not receive any grant from funding agencies in the public, commercial, or not-for-profit sectors.

Competing Interests Statement:

The authors declare no competing financial, professional, or personal interests.

Consent for publication:

The authors declare that they consented to the publication of this study.

Authors' contributions:

Both the authors took part in literature review, analysis and manuscript writing equally.

Acknowledgement:

Thank you editors, friends to assist this publication.