Tác động của nội dung phát trực tiếp đến mức độ hối hận sau khi mua hàng bốc đồng trên mạng xã hội của Gen Z

Abstract

The study employs a quantitative research approach, collecting survey data from 400 Generation Z consumers in Hanoi and analyzing the data using SPSS 26.0. The results indicate that the proposed model demonstrates a good fit and explains 50.1% of the variance in post-purchase regret, with impulsive buying identified as the strongest direct antecedent. In addition, entertainment value and scarcity exhibit a dual effect: they not only stimulate purchasing behavior but also intensify post-purchase regret. In contrast, interactivity and seller characteristics show no statistically significant effects. Based on these findings, the study proposes managerial implications for businesses to shift toward sustainable development strategies by balancing entertainment with education, enhancing information transparency, and establishing post-purchase psychological protection mechanisms to reduce cognitive dissonance and foster brand loyalty