Thư viện Đại học Ngoại thương Tp. HCM

Factors impacting the intention of Gen Z in purchasing branded reusable cups of beverage chains in Vietnam

Thông tin XB: Trường Đại học Ngoại thương, 2024

Mô tả vật lý: 94 p.

Tóm tắt: Following the COVID-19 pandemic, global retail experienced a major shift towards e-commerce, with livestreaming becoming a prominent method for engaging consumers. TikTok Shop, introduced in Vietnam in April 2022, has significantly influenced this trend, particularly among Generation Z. This research investigates the impact of livestreaming on the purchasing behavior of Gen Z in Vietnam, using TikTok Shop as a case study. The study aims to provide insights into optimizing livestream strategies to ...

Từ khóa: Livestreaming; Generation Z; TikTok Shop; E-commerce

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