International Journal of Business and Economics Volume 24, No. 1 June, 2025

TikTok Adoption: The case of Generation Z in Vietnam during the Covid-19 pandemic

Hai-Ninh Do

School of International Business – Marketing, University of Economics Ho Chi Minh City (UEH), Vietnam

Ngoc-Bich Do

School of International Business – Marketing, University of Economics Ho Chi Minh City (UEH), Vietnam

Hoang Khang Du

School of International Business – Marketing, University of Economics Ho Chi Minh City (UEH), Vietnam

Abstract

This article investigates how the content and source characteristics of the TikTok platform impact Generation Z’s intention to use the application. A quantitative method is adopted. Overall, 217 respondents participated in the study through questionnaires, and the data were analyzed by SmartPLS 4.0. The research revealed three main findings. Firstly, all examined variables under the content characteristics on TikTok positively impact the Perceived Ease of Use, while TikTok source characteristics strongly influence Perceived Usefulness. Secondly, users’ involvement and attitude were confirmed as multi-mediators between Perceived Ease of use, Perceived Usefulness, and Intention to use. Finally, the mediating role of perceived usefulness in the relationship between source characteristics and attitude was also confirmed. The study reveals the market preparedness of the Vietnam market for the growth and penetration phase for platform adoption. To foster this stage, brands should adequately enhance the diverse content and extend source characteristics to better increase users’ involvement and intention to use of target audience.

Keywords：TikTok, User Involvement, Source-Characteristics, Content-Characteristics, Generation Z

JEL Classifications：M31, L81, C52

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