Nguyen Hai Tuan, Nguyen Ho Khanh Vy, Nguyen Ngoc Minh Tho, Nguyen Tan Dat, Quach Xuan Mai, Truong Thi Kim Dinh. 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 2025 Jun. 20];15(2). Available from: https://journal.tvu.edu.vn/index.php/journal/article/view/119