Journal of Economics and Management Sciences; Vol. 7, No.

1; 2024
ISSN 2576-3008 E-ISSN 2576-3016
https://doi.org/10.30560/jems.v7n1p1

Effects of TikTok Influencers on the Purchase Intention of Gen-Z:

Cosmetic Industry
Nhan T. T. Nguyen1, Vy T. T. Vo1 & An T. Nguyen1
1
Business administration, FPT University, Vietnam
Correspondence: Nhan T. T. Nguyen, Business administration, FPTU, 715000, Vietnam. Tel: 038-2174-345. E-
mail: nhanntt2@fpt.edu.vn, vyss160424@fpt.edu.vn

Received: January 3, 2024; Accepted: January 31, 2024; Published: February 1, 2024

The research is financed by (Sponsoring information).

Abstract
This study investigates how TikTok influencers affect Generation Z's purchase intention toward the cosmetic
industry in HCMC. The research issue is a lack of knowledge on how TikTok influencers affect Generation Z's
buying intentions for cosmetics. The research objective is to investigate the relationships among influencers'
credibility, physical attractiveness, expertise, social advocacy, customers' trust, gender, and purchase intention.
The literature study emphasizes the significance of customer trust and influencer characteristics in influencing
consumer intention. A questionnaire survey is used as a data gathering technique in this research employing a
quantitative methodology. To analyze the data, SPSS will be used as the statistical program. Descriptive statistics
will be computed to summarize the data. Multiple regression analysis will examine the relationship between
influencers' characteristics and customer trust toward their purchase intention. According to the findings, all
influencers' characteristics, including credibility, physical attractiveness, expertise, and social advocacy, have
favorable effects on Gen Z's purchasing intention. Surprisingly, customer trust has the most influence on Gen Z
behavior. It indicates that there is a difference in purchase intention for different genders. The outcomes will offer
valuable insights to cosmetic industry marketers at HCMC to develop effective influencer marketing strategies for
Generation Z consumers.
Keywords: cosmetic industry, generation Z, HCMC, purchase intention, TikTok influencers
1. Introduction
1.1 Introduce the Problem
TikTok has become popular among young individuals aged 18 to 24. TikTok influencers have become powerful
drivers of product promotion. This study aims to examine the influence of TikTok influencers on the purchasing
decisions of Generation Z in the cosmetics sector of Ho Chi Minh City. The cosmetics industry can effectively
engage Generation Z consumers with the insights and recommendations found in this report.
2. Literature Review
2.1 Purchasing Intention
The Theory of Planned Behavior (TPB), developed by Ajzen in 2011, builds on the Theory of Reasoned Action
(Ajzen, 1991) and is a significant theory that utilizes individuals' beliefs to predict human behavior (Hegner et al.,
2017). TPB suggests that an individual's attitude, subjective norms, and behavioral control influence their intention
to perform a specific behavior. Intention acts as a mediator between personal dynamics and behavior, and it is
considered a precursor to behavior. Attitudes are individuals' evaluations of behavior, while subjective norms
reflect their perception of social pressure. The theory posits that more positive attitudes toward a behavior
strengthen the intention to execute it (Armitage & Conner, 2001). Behavioral control factors relate to specific
facilitators or obstacles to a behavior. Critics of TPB argue that it is overly rational and neglects affective and
cognitive factors that profoundly affect human behavior (Hegner et al., 2017). Therefore, integrating other
variables with TPB determinants in one model could be an interesting research avenue for fashion researchers,
academics, and advertisers. Purchase intention refers to the willingness and ability of consumers to buy a specific
brand in the future, which can be influenced by various factors (Huang et al., 2011). It also includes the extent to
which consumers are influenced by recommendations or endorsements while making purchases (Chetioui et al.,

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2020). Therefore, purchase decisions can either be driven by emotions or rationality. This study aims to investigate
whether individuals are more likely to make a purchase when the advertiser is someone they care about and trust,
or if other factors play a role. The research explores the influence of personal relationships and trustworthiness on
consumer buying behavior.
2.2 Influencers
Traditionally, internet research has predominantly centered on micro-phenomena involving celebrities primarily
from the northern hemisphere, thereby shaping users' understanding of typical online practices. In response to this
limitation, scholars in the field of Internet research have drawn attention to celebrity cases within their respective
study domains (Abidin, 2019; Abidin & Brown, 2019; Semati & Zambon, 2021). Influencers have amassed
substantial followings and wield significant influence by actively engaging in content creation on various social
media platforms. Renowned for their prowess in producing entertaining and captivating videos, these influencers
can attract diverse audiences, transcending age groups, genders, and professional backgrounds (Barta et al., 2023).
Particularly, TikTok influencers have achieved acclaim for their expertise, creativity, comedy, or significance in
various fields or sectors. The practice of enlisting well-known individuals to promote products or services on social
media is known as influencer marketing. Influencers can urge their social media followers to make specific
purchases by using their persuasive abilities (Vrontis et al., 2021). In addition, in 2018, ByteDance merged
Musical.ly with TikTok, which has since grown to become the seventh-largest app with 689 million users as of
2021 (Mohsin, 2021).
2.3 Generation Z
Human resources are said to be the most important value of an organization, so to achieve outstanding performance,
investing in human resources is extremely necessary. With the advent of management science, motivation, and
reward have been linked to general organizational problems (Hansen et al., 2002). According to Grubb (2017),
Generation Z includes people born from 1998 to 2010s, while according to Grace & Seemiller (2019), they were
born between 1995 and 2010. This shows that in 2017, they were between the ages of 7 and 21 years old. According
to Wood (2013), Generation Z has certain outstanding characteristics, including the ability to adapt to the global
world and new technologies. They are also known to be more diverse, socially aware, and globally minded than
previous generations (Kahawandala et al., 2020). This may have to do with the fact that Gen Z is by far the most
diverse group, growing up in more difficult financial circumstances, making the world wary of anti-discrimination
laws, and increasing globalization at breakneck speed (Stukey, 2016). While other generations have had to adapt
to social media and technology, Generation Z is the first to be born into it. There are differences in Generation Z
return behavior in different cultures, and each country's culture influences how Generation Z returns and accepts
different return policies from Asia to Europe (Serravalle et al., 2022). Social media influencers have a positive
impact on Gen Z shopping behavior, especially for fashion and beauty products (Pham et al., 2021). TikTok is a
rapidly growing social media platform among Gen Z. Therefore, studying Gen Z's buying behavior on TikTok can
help us better understand how influencers on TikTok can influence the buying behavior of this generation. This
research can help retailers and manufacturers better understand the Gen Z consumer market and develop
appropriate marketing strategies.
2.4 Cosmetic Industry
The cosmetics industry in Vietnam presents a vast array of products, encompassing color cosmetics, skincare, hair
care, and toiletries, thereby satisfying the burgeoning demand for enhanced physical appearance (Nguyen &
Homolka, 2021; Milstein et al., 2001). The burgeoning rise in average incomes and the burgeoning expansion of
the middle class, particularly among the younger demographic, have engendered substantial growth within the
cosmetics market (Virac Research, 2022). Notably, TikTok, as a potent social media platform, has emerged as a
preeminent channel for cosmetics brands to engage and interact actively with potential customers, leveraging its
ability to disseminate viral and widely shared content (Sheak & Abdulrazak, 2023). Augmenting TikTok's
influence by cosmetics influencers who consistently generate succinct videos spotlighting products, sharing
experiential insights, and furnishing reviews, thus instilling trust and fostering product adoption (Indrawati et al.,
2023).
2.5 Ho Chi Minh City
Ho Chi Minh City (HCMC), with its population of over 9 million, represents a significant market for consumer
behavior research (Statista, 2023a). TikTok has gained remarkable popularity among Vietnamese youth,
particularly Generation Z, making it an ideal platform to study the impact of influencers on their purchasing
behavior. Statista (2023b) reports that 67% of Gen Z in Vietnam actively used TikTok in 2022, indicating its
widespread adoption. The thriving cosmetic industry in Vietnam has embraced influencer marketing as a

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prominent strategy. HCMC, as a major economic and cultural center, has seen a significant presence of cosmetic
brands engaging in influencer campaigns (Nguyen et al., 2022). The intense market competition in HCMC due to
numerous local and international cosmetic brands makes it an excellent location to study the intersection of TikTok
influencers, Generation Z, and cosmetic industry trends. The city's urban lifestyle and vibrant consumer culture
provide valuable insights into consumer behavior and preferences. Studying this context will help businesses
develop effective differentiation strategies within this highly competitive landscape.
2.6 Empirical Studies and Hypotheses
2.6.1 Influencer’s Credibility
The purpose of this study is to investigate the impact of influencers’ credibility on customers’ purchase intentions
in the field of marketing communication. Previous research has used factor models to explore potential concerns,
but their applicability to capturing the multidimensional nature of source trustworthiness in this context has been
questioned. To address this issue, a more generalized approach is adopted, which considers the multifaceted
aspects of source credibility. The term “credibility” in this study is defined as the perception of the accuracy of
specific information by the recipient (Hovland & Weiss, 1951). The findings of this research highlight the
significant influence of influencers on customers’ purchasing intentions on social media platforms. Specifically,
influencers are shown to have both a direct impact on customers’ attitudes and an indirect influence on their
purchase intentions through their mindsets. However, it is crucial to note that some experts argue that brand
reputation holds greater importance than the trustworthiness of internet influencers in influencing customers’
purchase intentions (Hmoud et al., 2022). Conversely, other studies have reported that influencers’ credibility traits,
such as attractiveness, trustworthiness, and expertise, positively influence purchase intention (Martiningsih &
Setyawan, 2022; Li & Peng, 2021). Based on these findings and a comparison with other scientific papers, the
following hypothesis is proposed:
Hypothesis 1 (H1): Influencers’ credibility has a positive influence on purchase intention.
2.6.2 Influencer’s Physical Attractiveness
According to Patzer (1985), physical attractiveness plays a significant role in influencing people's perceptions,
attitudes, and behaviors. It has been found that individuals who are considered physically attractive are more likely
to be perceived positively and receive greater attention and likes from others. This effect is not limited to specific
cultures but extends across different societies and contexts. Physical attractiveness plays a crucial role in a person's
perception, as it sends a powerful nonverbal message that profoundly affects one's view of another person. Those
who are more physically attractive tend to receive more attention and positive evaluations from others compared
to those who are less attractive (Kleck & Rubenstein, 1975). In marketing, the use of attractive individuals to
endorse products has been shown to generate more positive responses from customers compared to traditional
forms of advertising (Till & Busler, 2000). The inclusion of visually appealing individuals in promotional
campaigns enhances customer engagement and generates favorable reactions (Ozanne et al., 2019). Additionally,
utilizing influencers who promote products related to their lifestyle and image can be more convincing to buyers.
Following the research of Kahle & Homer (1985), the match between the celebrity and the product can create a
sense of synergy that can be appealing to customers. Therefore, the hypothesis suggests that customers' perceptions
of physical attractiveness and the match between the celebrity and the product positively influence their purchase
decisions. Furthermore, compared with other studies, including Le (2022) in Vietnam, it is said that KOLs’s
appearance has an indirect effect on customers' buying behavior. Eroğlu (2019) has provided evidence that physical
attractiveness is a key factor that impacts purchasing intentions. This finding suggests that physical attractiveness
plays a significant role in influencing customers' decision-making processes. Therefore, the hypothesis is proposed:
Hypothesis 2 (H2): The influencer’s physical attractiveness has a positive influence on purchase intention.
2.6.3 Influencer’s Expertise
The term “expertise” is generally understood to mean a person's high level of knowledge and experience in a
specific field. Experts are individuals who have reached elite or peak performance levels in areas such as sports,
music, science, or mathematics. When someone reaches this level, they are referred to as experts or other similar
terms like masters, prodigies, or geniuses (Bourne et al., 2014). Festinger (1954) argued that social comparison
theory suggests that people tend to use others as a source of judgment for their performance and behavior. These
comparisons give knowledge about capabilities, social standing, and performance as well as those of others,
enabling movement through the social world with ease. This suggests that it is likely that a source with more
expertise will be more persuasive and influence consumer perception and behavior. In a study conducted in
Thailand, expertise was found to be one of the key factors influencing consumer behavior (Lin & Nuangjamnong,

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2022). Customers, particularly when considering products like cosmetics or chemicals, often choose qualified
influencers to ensure their safety. Similarly, Le et al. (2021) hold the view that expertise ranked second in its effect
on consumer purchase intention, following trustworthiness, in the study of Vietnam. Vietnamese internet users
prioritize trustworthy sources of information due to the presence of incorrect material on social media. On the
other hand, the importance of expertise in influencing purchase decisions can vary based on culture and region.
Although Widyanto & Agusti (2020) found that expertise may not be crucial for Generation Z consumers in the
Jabodetabek area, it still plays a significant role in influencing buying decisions in Vietnam. The skill and
experience demonstrated by influencers can easily persuade Vietnamese consumers to make purchases. Therefore,
the following hypothesis is formulated:
Hypothesis 3 (H3): Influencers’ expertise has a positive influence on purchase intention.
2.6.4 Influencer’s Social Advocacy
Abidin (2020) highlighted the significant attention social media influencers, especially those on TikTok, receive
from younger audiences in the digital world, emphasizing their pivotal role in driving social advocacy on the
internet. Social advocacy entails the sharing, discussion, and evaluation of products, services, or brands through
diverse social media channels (Lovett et al., 2010). The customer-influencer relationship assumes a crucial role in
facilitating social advocacy, as customers actively engaging with influencers contribute to disseminating positive
information about products, thereby effectively influencing their purchase decisions (Le et al., 2021). However,
diverse perspectives exist regarding the impact of social media influencers on consumer purchase intentions. Some
scholars argue that this impact is mediated not solely through social advocacy but also by customer attitudes
towards the product or brand endorsement (Lim et al., 2017). Notably, the presence of online social influencers
not only influences purchase intention but also fosters interactive engagement between influencers and consumers
(Pham et al., 2021). This engagement cultivates trust and connection, ultimately leading to increased social
advocacy and consequent influence on customer purchasing decisions. Consequently, the following hypothesis is
proposed:
Hypothesis 4 (H4): Influencers' social advocacy is positively related to the purchase intention of products.
2.6.5 Customer Trust in Influencer Marketing
Customer trust is defined as confidence in the supplied content of products, people, or organizations that increase
the purchase likelihood of a customer (Morgan & Hunt, 1994). Influencer marketing is a method of marketing that
entails collaborating with people with a large online following to promote a product, brand, or service (Saima &
Khan, 2020). According to Araujo et al. (2022), Generation Z consumers manifest their strong engagement with
social media platforms like TikTok, which prompts TikTok influencers' potential to influence their purchase
decisions through large followings and persuasive content. In the context of influencer marketing, trust plays a
crucial role as consumers rely on influencers' recommendations and perceive them as credible sources of
information (Lou & Yuan, 2019). Customers want to be confident in the safety and effectiveness of cosmetics
applied to their bodies. As a result, influencers who promote cosmetic products must be transparent about their
relationships with brands and provide their followers with accurate and unbiased information about the products
they endorse. Several prior pieces of research investigated the link between customer confidence in influencer
marketing and purchase intent. According to Le (2022), trust in KOLs has a proportionate influence on purchase
intent. Similarly, Dao (2022) conducted a survey that discovered that 80% of Gen Z respondents indicated that
influencers' recommendations on cosmetic goods convinced them. However, the effect of consumer trust on
influencer marketing is not always beneficial. If a TikTok influencer is viewed as deceitful, it might lead to a
decline in trust and purchase intention among Generation Z customers and vice versa.
Hypothesis 5 (H5): Customer trust in TikTok influencer marketing positively impacts their purchasing intention
on cosmetic products.
2.6.6 Generation Z’s Gender
Generation Z, known as the iGeneration, Post-Millennials, or Digital Natives, comprises individuals born between
1997 and 2012 (Dimock, 2019). This generation, which is heavily reliant on technology and social media, has been
significantly influenced by online content creators, including social media influencers (Chiu & Ho, 2023).
Research consistently indicates that gender can impact attitudes and behaviors toward cosmetics. Phua et al. (2017)
found that female consumers generally exhibit a higher interest in cosmetics and are more likely to engage in
cosmetic-related activities than males. A business review from Harvard conducted by Silverstein & Sayre (2009)
revealed that females tend to have a more positive perception of cosmetics and display a higher beauty involvement
and propensity to purchase cosmetics than males. However, Hoang et al. (2022) discovered that gender did not

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influence purchase intention for cosmetic items. It is crucial to critically evaluate these studies, as the influence of
gender may vary depending on the type of cosmetic product marketed or specific cultural and regional contexts,
which may limit the generalizability of their findings. Therefore, there is a need for further research specifically
examining the effects of gender on Generation Z's purchase intention towards cosmetic products in HCM City.
Hypothesis 6 (H6): There is a relationship between Generation Z gender and their cosmetic purchase intention.

Figure 1. Conceptual Framework

(Source: authors)

3. Research Methods and Materials

The present study adopts a pragmatic research philosophy, which underscores the significance of practical, applied
research and accommodates diverse perspectives. Pragmatism proves particularly suitable for this investigation,
given its alignment with the study's objectives and intricacies, allowing for the integration of both quantitative and
qualitative data collection techniques. Within this pragmatic framework, a deductive research approach is chosen,
where specific hypotheses derived from existing theories and literature will be tested, facilitating a systematic
investigation to either validate or refine these hypotheses through empirical data analysis. By exploring pre-
existing ideas instead of formulating new theories, the deductive approach provides a well-structured framework
for this study. To implement the chosen deductive research approach, the survey method is employed as the
research strategy, with surveys designed using Google Forms and disseminated to the targeted sample through
popular social media platforms in Vietnam, such as Facebook, Instagram, Zalo, and TikTok. Given the research
objectives and the complexity of assessing Generation Z's purchasing intentions influenced by TikTok influencers,
a mixed-methods approach is adopted. By combining quantitative and qualitative methods, this approach ensures
a comprehensive and multidimensional understanding of the research phenomenon, facilitates the gathering of
both subjective and objective data, and thereby contributes to comprehensive and reliable insights.
3.1 Data Collection Methods
This study employs non-probability sampling, specifically convenience sampling, due to the absence of a
comprehensive population list. Convenience sampling is chosen as a practical means to gather data from readily
available individuals, focusing on Gen Z users of TikTok in Ho Chi Minh City. Conducting a complete population
survey is infeasible due to time and resource limitations, making non-probability and convenience sampling
suitable methods for this research.
The estimated population residing in Ho Chi Minh City hovers around 9.2–9.3 million (Statista, 2023a; World
Population Review, 2023), constituting over 9% of the entire country's population, which stands at 99.5 million
(Trading Economics, 2023). As indicated in the 2021 Statistical Yearbook of the General Statistics Office (GSO),
the age group spanning 15–19 years comprises approximately 1.3 million individuals, while the age group of 20–
24 accounts for approximately 3.3 million individuals, and the age group of 25–29 includes approximately 5.5
million individuals. Given the reasonable assumption of a relatively uniform distribution within each age group, it

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can be estimated that the population of individuals within the Gen Z age group (16–26 years) resides in Ho Chi
Minh City. Furthermore, laborers aged 15 and above who are actively working in Ho Chi Minh City represent
47.3% of the total population in this locality (GSO, 2021). Based on data collected from Decision Lab, the
proportion of TikTok users belonging to Gen Z in Vietnam is estimated to range from 55% to more than 60 percent
(Aspin, 2022). Consequently, considering the amalgamation of the above-mentioned data, the estimated total
number of individuals belonging to the Gen Z age group in the Ho Chi Minh City area falls within the range of
700,000 to more than 800,000 people.
The study used the Central Limit Theorem (CLT) assumption that was first developed in 1733 by Abraham de
Moivre to identify the minimum sample size (Dodge, 2008).

𝑍 2 𝑝𝑞
𝑛0 =
𝑒2

Where n is the number of participants required, p is the proportion matching the selected category, q is the
proportion not matching the selected category, Z is 1.96 of the value from the normal distribution at a 95%
confidence level, and e is the margin of error required equal to 5% (Saunders et al., 2009).
Following the same techniques applied in the primary survey, an initial pilot sample comprising 53 observations
was conducted. The outcome of this pilot survey revealed that approximately 80 percent of the respondents made
cosmetic purchases influenced by TikTok influencers. In light of potential concerns regarding data reliability, a
second pilot sample involving 30 observations was conducted. In this subsequent pilot, only 18 out of the 30
individuals purchased cosmetics under the influence of TikTok influencers, indicating that 60 percent of the
participants fell into this specific category. Using the formula specifications, the sampling for this study was
obtained as follows: n = 1.96²× (18/30) × (12/30)/(0.05²) = 370. This number indicates that the sample size
required is at least 370.
All pilot surveys are to be prepared for the official survey with the design of three questionnaires (screening
questionnaires, demographic questionnaires, and measurement questionnaires) for variables.
After conducting two pilot surveys to refine the official survey instrument, the data collection process commenced.
The target sample size for the official survey was set at a minimum of 370 respondents. Despite encountering
challenges in achieving this exact target, the survey still managed to yield a substantial number of participants,
albeit slightly below the desired proportion. Although the initial proportion of respondents was less than expected,
it was not statistically significant. Consequently, to meet the minimum sample size requirement, the research team
increased the number of individuals to be surveyed while ensuring it remained within the team’s operational
control. Thus, the data collection process effectively balanced the need for an adequate sample size with practical
constraints.
3.2 Data Analysis Methods
This study involves data analysis using descriptive statistics, including measures such as mean, median, standard
deviation, min, max, range, and variance. The reliability assessment includes Cronbach's Alpha, and exploratory
factor analysis (EFA) involves indicators like the Kaiser-Meyer-Olkin (KMO) test, Bartlett's test, Eigenvalues,
and Total Variance Explained. SPSS software is utilized for Pearson's correlation analysis, regression analysis,
and independent sample T-test to examine relationships and predict outcomes.
Descriptive statistics play a pivotal role in research, offering insights into data analysis. They include Mean,
Median, Mode, Standard deviation, Min, Max, Range, and Variance (Hair et al., 2009). Mode frequently represents
value for categorical data, while numerical data includes remaining factors.
Cronbach's alpha is a commonly used reliability metric that ranges from 0 to 1, with higher values indicating
greater reliability. An alpha value greater than 0.7 is normally appropriate (Hair et al., 2009). A good item-total
score correlation is indicated by a corrected item-total correlation greater than 0.3. An "alpha if item deleted"
analysis is conducted to evaluate scale reliability while eliminating a particular item. Hair et al. (2009) argue that
a considerable drop in alpha indicates how crucial the item is to maintaining scale dependability.
Exploratory Factor Analysis (EFA) is a statistical method used to condense a huge collection of measures into a
smaller set of components by discovering similar patterns. This technique makes it easier to identify hidden
connections and interconnections in the data, which improves comprehension of the data's structure. During the
conduct of EFA, several key factors warrant consideration. Firstly, the Kaiser-Meyer-Olkin (KMO) test is
employed to evaluate whether each factor adequately predicts a sufficient number of items, with KMO values
ranging from 0 to 1. Values above 0.9 indicate superb suitability, 0.8 to 0.9 indicate great suitability, 0.7 to 0.8

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indicate good suitability, 0.6 to 0.7 indicate mediocre suitability and values below 0.5 are considered unsuitable
(Hutcheson & Sofroniou, 1999). Secondly, the Bartlett test of Sphericity is used to assess meaningful connections
between variables and determine the presence of significant relationships among them (Hair et al., 2009). A
statistically significant result (p < 0.05) indicates sufficient correlations among variables, thereby validating the
continuation of the analysis. Conversely, non-significant results suggest the potential removal of factors. Thirdly,
Eigenvalues in EFA represent the amount of variation in the data explained by each factor, with higher values
signifying a greater portion of the overall variation in the data. Factors with eigenvalues greater than 1.0 are
deemed reasonable for further analysis, whereas values less than 1.0 indicate a potential lack of relevance or
informativeness for the respective factor (Hair et al., 2009). Fourthly, the Total Variance Explained index provides
a measure of how well a factor solution accounts for the representation of all variables together. An index greater
than 50% indicates that the extracted factors explain over half of the total variability in the dataset. Finally, Factor
Loadings indicate the degree of correlation between each variable and the identified factors. Higher loadings
signify a stronger alignment between the variable and the factor, indicating the variable's representative nature of
the respective factor (Hair et al., 2009).
Regression is a widely used statistical approach that investigates the relationship between a dependent variable
and independent variables (Kumari & Yadav, 2018). Within linear regression analysis, it is important to consider
two types of coefficients: unstandardized and standardized coefficients. Unstandardized coefficients reflect
relationships in their original scales, while standardized coefficients enable a comparison of effects, irrespective
of the units of measurement (Kim & Ferree, 1981). Researchers often prefer adjusted R-square over R-square to
estimate the model's predictive ability more realistically, as adjusted R-square accounts for predictors and
addresses potential overfitting (Johnson & Wichern, 2007; Hair et al., 2009). Another valuable tool in regression
analysis is the Durbin-Watson statistic, which detects autocorrelation in residuals, ensuring the independence
assumption for reliable regression results (Wooldridge, 2020). A Durbin-Watson value near 2 suggests no
autocorrelation, close to 0 indicates positive autocorrelation, and near 4 implies negative autocorrelation. In the
context of hypothesis testing, ANOVA is employed to compare the means of groups and assess the significance
of independent variables concerning the dependent variable. Hypothesis testing involves setting up null and
alternative hypotheses, with a common significance level of 0.05 and p-values below 0.05 considered statistically
significant (Tabachnick & Fidell, 2019). To evaluate multicollinearity in regression models, researchers rely on
the Variance Inflation Factor (VIF). VIF values exceeding 10 indicate strong multicollinearity, and researchers
aim to keep VIF values as low as possible to ensure the reliability of regression estimates (Hair et al., 2009).
4. Results
4.1 Descriptive Statistics
After running SPSS, the findings show that TikTok influencers have a considerable influence on both men's and
women's purchasing behavior, with over 80% of users choosing to buy cosmetics under their influence but the
demand for buying women is still higher than that of men. Gen Z, aged 19 to 23, is the most affected demographic,
with more than 90% confessing to purchasing cosmetics from TikTok influencers. The 24-26 age range is closely
followed by the 15-18 age group, which is less affected. In addition, the group with an income of about VND 1.5
million - VND 4.7 million is the group that is willing to pay more for cosmetics. TikTok, launched in Vietnam in
2016, has only gained significant traction in Gen Z since 2021 when survey data shows that the number of Gen Z
users have used TikTok for 1-2 years with the most votes and most of these spend 2-3 hours surfing TikTok. There
are various purposes for using TikTok including watching funny videos that received the highest number of
responses, following influencers on TikTok, and new trend updates. Overall, the descriptive statistics from this
study shed light on the multifaceted nature of TikTok's appeal, emphasizing its role in entertainment, influencer
engagement, and trend awareness among its user base. Additionally, skincare was the most popular among
Generation Z with more than 70%, followed by makeup and hair care items. For products that need more careful
consideration when buying related to facial skin, Gen Z will be influenced by TikTok influencers more than low-
end products. The trend of foreign beauty is also a factor, with imported cosmetic products being preferred over
domestic products and price is a significant factor for Gen Z. When intending to buy a cosmetic product, Gen Z
will actively search for information and consider product reviews from previous buyers rather than asking friends
or relatives for advice. Based on Gen Z gender people who have not purchased cosmetic products before, the
purchasing intention of males for cosmetic products in the future is less than that of females but is insignificant.
Of those people who do not intend to buy cosmetics, males account for 100%. It is found that Gen Z males are
more consistent in choosing not to purchase, while females are more consistent with purchase intentions.

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4.2 Cronbach’s Alpha

Table 1. Result Cronbach's Alpha of all variables

No. Variables Cronbach’s Alpha Items Cronbach’s Alpha if Item Deleted
1 CR 0.819 CR1 0.762
CR2 0.757
CR3 0.758
CR4 0.806
2 PA 0.856 PA1 0.826
PA2 0.794
PA3 0.836
PA4 0.811
3 EX 0.851 EX1 0.809
EX2 0.804
EX3 0.794
EX4 0.832
4 SA 0.887 SA1 0.867
SA2 0.850
SA3 0.862
SA4 0.840
5 CT 0.859 CT1 0.858
CT2 0.808
CT3 0.805
CT4 0.806
6 PI 0.880 PI1 0.858
PI2 0.846
PI3 0.836
PI4 0.847
(Source: authors)

Cronbach's Alpha Coefficient was examined with six variables: influencer’s credibility (CR), influencer’s physical
attractiveness (PA), influencer’s expertise (EX), influencer’s social advocacy (SA), customer trust in influencer
marketing (CT), and purchasing intention (PI).
After running Cronbach's Alpha, the results obtained of Cronbach's Alpha of all independent variables and a
dependent variable have values greater than 0.7 (CR=0.819, PA=0.856, EX=0.851, SA=0.887, CT=0.859, and
PI=0.880) which are regarded as acceptable. Furthermore, all its observed variables have corrected items and the
total correlation is greater than 0.3, which is considered satisfactory.
4.3 Factor Analysis
An exploratory factor analysis (EFA) was performed on 20 variables with 5 independent variables. The KMO
coefficient was 0.905 (>0.5), indicating adequate factor analysis. Bartlett's test result was 5025.181, rejecting

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hypothesis H0 and accepting hypothesis H1. The total variance explained was 73.105%, with eigenvalues of 1.432.
Factor loading coefficients were greater than 0.5, with CR4 having smaller loadings. After removing the above
CR4 variables, the second exploratory factor analysis yields a KMO coefficient = 0.949>0.5, indicating
appropriateness for the research data. Bartlett's test yields 4784.586 with Sig.= 0.000<0.05, which means rejects
hypothesis H0 and accepts hypothesis H1. However, CR1 converges in two factors, requiring elimination from the
model. For the third time, tested KMO index = 0.949 > 0.5 and Bartlett's test result = 4436.320 with Sig. =
0.000<0.05. Finding EX2 had a factor loading coefficient in two factors, excluding it from the study.
Fourth-factor analysis shows a non-converged factor loading coefficient for EX1, with KMO index=0.948>0.5
and Bartlett's test result=4096.025 with Sig.=0.000<0.05. After EX1 was removed in the fifth round, resulting in
a KMO = 0.945>0.5 and Bartlett's test=3811.895. Again, CT1's non-convergent factor loading coefficient was
excluded from the study.
In the final round, the KMO coefficient was 0.941, the Bartlett test was 3566,371 and Sig.= 0.000<0.05 showed
rejection of hypothesis H0. The variance explained was 77.772%>50%, with Eigenvalues=1.109 (acceptable).
Following an exploratory factor analysis, there were 5 items eliminated including CR4, CR1, EX2, EX1, and CT1
respectively. The remaining variables' factor loading coefficients meet the value requirements. Therefore, in the
final results, there were still 5 factors (SA, PA, CT, EX, and CR) with 15 observed variables. The EFA analysis of
Purchasing Intention (PI) yielded satisfactory, with a KMO index = 0.829>0.5, Bartlett's test yielded 773.004 with
Sig.=0.000<0.05; Eigenvalues=2.951 and total variance explained of 73.780% (satisfactory). As a result, the PI
factor remained unchanged for 4 observed variables.

Table 2. Result of EFA analysis

KMO Bartlett's test Sig. Eigenvalues Total variance explained
Independent 0.941 3566.371 0.000 1.109 77.772%
variables
Dependent variable 0.829 773.004 0.000 2.951 73.780%
(Source: authors)

4.4 Correlation Analysis

The sig. value between the dependent variable (PI) and five dependent variables (SA, PA, CT, EX, and CR) is
0.000 less than 0.05 indicating that there is a linear relationship between them. PI has a significant positive link
with SA and CT and has an average level of linear correlation with them (r=0.374 and r=0.490 respectively), while
PI has weak links with PA, EX, and CR (r=0.294, r=0.280, and r=0.272 respectively). Despite a weak linear
correlation, their association is positive.
4.5 Regression Analysis
The findings of the regression analysis present that R-square = 0.619 and an adjusted R-squared = 0.613, indicating
that the independent factors included in the regression study affect 61.3% of the variation of the dependent variable.
The value DW = 2.034 is near 2, the result did not contradict the autocorrelation assumption.

Table 3. Result of regression analysis

R-square Adjusted R-squared Durbin Watson ANOVA Sig.
Results 0.619 0.613 2.034 0.000
(Source: authors)

Based on the result obtained from ANOVA, the sig value of 0.000 was much smaller than 0.05, thus rejecting the
H0 hypothesis and accepting the H1 hypothesis. Therefore, the regression model was suitable.
According to the findings of the coefficient analysis, it indicates 5 independent variables (SA, PA, CT, EX, and
CR) had a T-test sig value of 0.000<0.05 so they are significant in the regression model and have an impact on the
dependent variable PI. Additionally, their regression coefficient has a positive sign, therefore, they have a positive

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effect on the variable PI. Because the value of VIF was equal to 1, multicollinearity does not occur. Hypothetical
conclusion:

Table 4. Hypotheses testing result

Variables Coefficients (Beta) Sig. Result of hypotheses
Influencers’ credibility (CR) 0.272 0.000 Accepted
Influencer’s physical attractiveness (PA) 0.294 0.000 Accepted
(Source: authors)

The unstandardized and standardized coefficient equations are shown as:

Unstandardized coefficient:
PI= -1.654E-16 + 0.490*CT + 0.374*SA + 0.294*PA + 0.280*EX + 0.272*CR
Standardized coefficient:
PI= 0.490*CT + 0.374*SA + 0.294*PA + 0.280*EX + 0.272*CR
Based on the above two equations, it can be seen that the CT variable with the highest Beta infers that it has the
highest influence on PI, followed by the variables SA, PA, EX, and CR. It can be concluded that customer trust
has a significant influence on Gen Z's purchasing decisions under the influence of influencers on TikTok.
3.6 Independent Sample T-Test
The Sig. F-test is equivalent to 0.001<0.05, indicating that there is a difference in variance between the two groups
of men and women using the T-test results in the equal variances not assumed row to analyze. Sig. T-test equals
0.022<0.05 implying that null hypothesis H0 is rejected and hypothesis H1 is accepted. As a result, there is a
disparity in purchasing intention between males and females. Therefore, it is concluded:
H6: There is a relationship between Generation Z’s gender and their cosmetic purchase intention (Accepted).
5. Discussion
The study provides evidence that factors such as influencer credibility, physical attractiveness, expertise, social
advocacy, and customer trust positively affect purchasing intention. Customer trust and influencer&#39;s social
advocacy were found to be the most influential factors in customer buying behavior. Customer trust and
influencer’s social advocacy were found to be the most influential factors in customer buying behavior. In
comparison to the previous study of Lin & Nuangjamnong (2022) customer trust is also the most significant factor
that influences customer engagement toward purchase intention the study of Lin & Nuangjamnong (2022) in
Thailand delved into the components of trust, such as trust in community members, trust in broadcast, and trust in
the product. This provides a more nuanced understanding of how different aspects of trust can affect customer
engagement and subsequently influence purchase intentions. These findings are somewhat surprising given the
fact that both countries are located in Southeast Asia but with distinct cultural backgrounds, the similarity in
findings about the influence of trust on customer purchase intentions suggests that the relationship between trust
and consumer behavior may transcend cultural boundaries. Taken together, these results suggest that businesses
and marketers should prioritize building trust with their customers, as well as fostering overall trustworthiness in
their brand, as indicated in this study. In addition, it is interesting to compare social advocacy in this study with
the study of Lin & Nuangjamnong (2022) considered social advocacy, it is proved indirectly with purchase
intention that social advocacy and interactivity contribute to perceived information credibility, which subsequently
influences brand credibility and attitude, leading to increased purchase intention. Although our research did not
explicitly mention perceived information credibility, and the positive relationship between social advocacy and
purchase intention, these results provide important insights into whether consumers perceive influencers’s
advocacy as credible, leading to higher purchase intentions.
The findings of this research align with previous papers, supporting the notion that physical attractiveness and
influencer’s credibility significantly impact purchasing intention following the research from Le (2022) in the
study “How Do the Influencing Factors of Key Opinion Leaders (KOLs) on Social Networks Affect Vietnamese
Consumers’ Purchase Intention?”. Additionally, the study highlights the importance of influencer expertise in
influencing customer purchase intention, as demonstrated in previous research. The study also explores the

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relationship between gender and purchase intention among Generation Z consumers, The more surprising
correlation is a significant association. It showed that women consider buying cosmetics higher than men in this
context. This gender effect on purchase intention highlights the need for marketers to consider gender-specific
approaches when targeting the Generation Z population, particularly in Ho Chi Minh City.
Finally, these findings present new and timely insights for businesses seeking to optimize their marketing strategies,
linking these findings factors. Businesses can increase their credibility among consumers by using influencer-
driven social advocacy and interactive content in their campaigns. When influencers genuinely advocate for a
brand and actively interact with their audience, it creates a sense of trust and authenticity. This can ultimately
elevate the brand’s credibility in the market. The study contributes to the existing literature on the impact of TikTok
influencers on consumer behavior, specifically in the cosmetic industry and among Generation Z consumers. The
findings provide valuable insights for marketers and practitioners seeking to leverage influencers on TikTok,
particularly in the context of Ho Chi Minh City.
Acknowledgments
We would like to express our deep gratitude to our mentor Ms. Nguyen Thi Thanh Nhan who has accompanied us
during the past time. With her enthusiastic and dedicated guidance, helped us complete the exam with excellence.
We also express our sincere thanks to FPT Education for organizing a useful playground to create opportunities
for students to challenge themselves.
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Appendix A
Measurement items (Independent variables)

No Variables No. Measurement Items Sources

Item

1 Influencer’s CR1 I perceive social media influencers as having Lim et al. (2017)
credibility expertise and knowledge about the products they

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endorse.

CR2 I trust the information shared by social media

influencers about the endorsed products.

CR3 The credibility of social media influencers plays a

significant role in shaping my purchase intention.

I am more likely to consider purchasing products

CR4 endorsed by TikTok influencers who are perceived as
credible.

2 Influencer’s PA1 I think that Influencers on TikTok can possess a Ohanian, R.

physical stronger capacity to persuade consumers when they (1991).
attractiveness endorse products that align with their personal
lifestyle and projected image

PA2 Celebrities’ physical attractiveness is congruent with Kahle LR, Homer

the product endorsed, consumers develop a positive (1985)
attitude towards the product and the advertisement
evaluations

PA3 The physical attractiveness of influencers creates the Agam, D. N. L. A.

illusion and drives the motivation inside the potential (2017).
customers to picture what the outcome of the product
is if they agree to buy the product
Nelson (2017)
Beauty influencers have become a powerful
PA4 marketing tool for companies looking to attract Nelson, O., &
younger consumers Deborah, A.
(2017)

3 Influencer’s EX1 I believe that Influencers in the cosmetic field have

Chetioui, Y.,
expertise extensive knowledge. Benlafqih, H., &
Lebdaoui, H.
EX2 I believe that cosmetic Influencers provide (2020)
references to customers based on their experience. (Manavat et al.,
n.d.)
I believe that users agree with the opinions of the
EX3 influencer’s expertise when purchasing cosmetics. Pham et al. (2021)

I believe that users accept the cosmetic products

recommended by Influencers conveying reliable
EX4 information.

4 Influencer’s SA1 The social advocacy efforts of influencers on social Alyahya, M.

Social media platforms resonate with my values and beliefs (2021)
Advocacy
I trust influencers who actively engage in social
SA2 advocacy and use their platform to promote positive
social change.

Influencers' promotion of social causes and

SA3 initiatives influences my perception of their
credibility.

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jems.ideasspread.org Journal of Economics and Management Sciences Vol. 7, No. 1; 2024

The alignment of an influencer's social advocacy

SA4 with a product or brand increases my willingness to
purchase.

5 Customer Trust CT1 I trust influencers on TikTok about cosmetic products Schouten,
in Influencer more than traditional advertising. Janssen, &
Marketing Verspaget (2019)
CT2 I believe TikTok influencers provide accurate
information about product features and benefits. Haenlein et al.
(2020)
CT3 I believe that influencers genuinely use the cosmetic
products they endorse.
Ngangom (2020)
CT4 I consider purchasing a cosmetic product
recommended by an influencer I trust.

Appendix B
Measurement items (Dependent variable)

Variables No. Measurement Items Sources

Item

Purchasing intention PI1 I will buy cosmetics advertised by trusted Chetioui,

influencers on TikTok. Y.,
Benlafqih,
PI2 I will buy cosmetics recommended by a highly H., &
influential cosmetic influencer on TikTok. Lebdaoui,
H. (2020)
PI3 I feel TikTok influencers are helpful for me in (Manavat
shopping or choosing cosmetics, so I will continue et al., n.d.)
to watch them. Pham et al.
(2021)
PI4 I will refer my friends, relatives, or colleagues to buy Schouten,
cosmetics promoted by TikTok influencers I care Janssen, &
about. Verspaget
(2019)
PI5 When I need to buy cosmetics, I will use TikTok to
Haenlein et
find advice and reviews from influencers to help me
al. (2020)
choose the products.
Ngangom
(2020)

Copyrights
Copyright for this article is retained by the author(s), with first publication rights granted to the journal.
This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution
license (http://creativecommons.org/licenses/by/4.0/).

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