The Impact of Key Opinion Consumer (KOC) Credibility Components on Gen Z's Purchase Intention on TikTok Shop in Ho Chi Minh City
Corressponding author's email:
22126023@student.hcmute.edu.vnDOI:
https://doi.org/10.54644/jte.2026.2359Keywords:
KOC, Purchase intention, FOMO, Source credibility, TikTok ShopAbstract
The study investigates the relationship between KOC source credibility and Gen Z’s purchase intention on TikTok Shop in Ho Chi Minh City, demonstrating that the dimensions of KOC credibility exert indirect effects on purchase intention through FOMO. Grounded in the Source Credibility Model, the research investigates four key dimensions, including expertise, trustworthiness, attractiveness, and similarity. A quantitative approach was employed, using 272 valid responses collected from Gen Z users (born between 1997 and 2012) who are currently living or studying in Ho Chi Minh City. The data were analyzed using SPSS and AMOS through techniques such as Cronbach’s Alpha, EFA, CFA, SEM and Bootstrap for mediation testing. The results indicate that all four dimensions of KOC credibility have positive and statistically significant effects on FOMO, with trustworthiness (β = 0.418) exerting the strongest influence. Furthermore, FOMO (β = 0.652) is found to have the most substantial impact on purchase intention and serves as a key mediating mechanism linking KOC credibility to Gen Z’s consumer behavior.
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