ANALYZING THE FACTORS AFFECTING THE ONLINE PURCHASE INTENTION OF GENERATION Z ON TIKTOK SHOP: THE MEDIATING EFFECT OF ATTITUDES TOWARD USER-GENERATED CONTENT - A CASE STUDY IN THE MEKONG DELTA, VIETNAM. TRA VINH UNIVERSITY JOURNAL OF SCIENCE, [S. l.], v. 15, n. 2, 2025. DOI: 10.35382/tvujs.15.2.2025.119. Disponível em: https://journal.tvu.edu.vn/index.php/journal/article/view/119. Acesso em: 25 jan. 2026.