Dataset on social and behavioral factors influencing social commerce adoption among Gen Z university students in Vietnam

The dataset examines factors influencing social commerce adoption among Vietnamese Generation Z university students, focusing on technology perceptions, social participation, and trust in platform in shaping purchase intention and actual usage behavior. A structured questionnaire, based on the Technology Acceptance Model (TAM), captured eight constructs: Perceived Ease of Use (PEU), Perceived Usefulness (PU), Familiarity with Social Commerce (FSC), Social Participant (SP), Trust in Platform (TP), Intention to Buy (IB), Actual Usage Behavior (AUB), along with demographics (Income, Gender, Purchase Frequency, Area of Residence). Data were collected over six months (October 2024-March 2025) using a mixed-mode approach. Items were measured on a 5-point Likert scale, adapted from prior studies and validated through a translation-back-translation process. Online surveys were distributed via Google Forms on social media platforms (Facebook, Zalo), while offline data were gathered through QR codes at universities. After screening, 757 valid responses were retained. This dataset enables TAM-based model testing, replication studies, cross-cultural analyses, and PLS-SEM applications in digital commerce research.