Factors Influences Z Generation Consumer Purchase Intentions in E-commerce in Vietnam

  • Ta Van Thanh, Dang Xuan On https://hvnh.edu.vn/tapchi/vi/thang-7-21/ta-van-thanh-dang-xuan-on-cac-nhan-to-anh-huong-den-y-dinh-mua-sam-truc-tuyen-cua-nguoi-tieu-dung-the-he-z-tai-viet-nam-527.html
Keywords: Consummer Behavior, Purchasing Intention, Generation Z, E-Commerce, Online Purchasing

Abstract

The development of social media channels and the trend of e-commerce are changing the consumption habits of customers. In Vietnam, Generation Z is gradually becoming the leading target market segment of brands, the future of Vietnam’s economy. Therefore, the research objective is to identify and evaluate the impact of the key factors affecting the online shopping intention of Generation Z consumers. A quantitative study was conducted to analyze the degree of online shopping: reliability of the scale, discovery factor, regression and test the fit of the model. The research results showed that there are 4 factors including (1) cognitive usefulness, (2) trust, (3) perceived risk, and (4) psychological safety affect Generation Z’s online shopping intention. Proposed conclusions and recommendations to contribute to improving business activities of e-commerce businesses.

điểm /   đánh giá
Published
2021-07-25
Issue
No. 230 (2021)
Section
Bài viết