Factors Affecting Purchase Intention to Food Products of Gen Z in Vietnam

E-commerce is a trend among businesses globally. E-commerce not only brings efficiency to businesses but also brings a lot of convenience to customers. Since the COVID-19 respiratory disease epidemic has impacted everything globally, new trends directly affect e-commerce strategies. Especially suppliers of fashion, travel, accessories, food, etc.… One of the social media that is attracting a large number of young people around the world is Tik Tok. With the way of transmitting content through short videos, TikTok has differentiated and attracted customers compared to other social media platforms. According to statistics from the ranking of the most used platforms in the world, TikTok ranks 7th after Facebook, Youtube, WhatsApp, Messenger, WeChat, and Instagram applications. Currently, TikTok has more than 800 million users worldwide. Recognizing the conditions to attract customers from this platform, Tiktok's parent company Bytedance has launched the Tik Tok Shop feature to keep up with the trends and needs of users. So this study focuses on identifying factors such as the development of Tiktok, product value, usefulness, risks, and payment methods that have an impact on the intention of Vietnamese youth to buy food on TikTok Shop today. This study is a combination of qualitative and quantitative methods. The survey was conducted with 300 samples; participants are people aged 16 and over who have used the internet to shop online in Vietnam. After collecting feedback samples, the data will be analyzed using SMARTPLS 4.0 software.