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- Tác giả: Dư Ngọc Phương Uyên
- Thông tin XB: Trường Đại học Ngoại thương, 2024
- Mô tả vật lý: 102 p.
- Tóm tắt: The rapid growth of e-commerce and the increasing popularity of Chinese domestic fashion products among Gen Z in Ho Chi Minh City necessitate a closer examination of the factors influencing their purchasing intentions. With Shopee emerging as a leading e-commerce platform, understanding the impact of consumer ethnocentrism, perceived risk, trust, perceived benefit, electronic word of mouth (EWOM), and pricing on Gen Z's purchasing behavior is crucial. This study aims to provide insights that can ...
- Từ khóa: E-commerce; Gen Z; Chinese fashion products; Shopee
- Chế độ xem
- 705
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