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. tvujs [Internet]. 2025 Jun. 19 [cited 2026 Jan. 25];15(2). Available from: https://journal.tvu.edu.vn/index.php/journal/article/view/119