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- Tác giả: Hồng Ngọc Trúc Linh
- Thông tin XB: Trường Đại học Ngoại thương, 2024
- Mô tả vật lý: 110 p.
- Tóm tắt: The rapid development of the Internet and social networks has made electronic word-of-mouth (eWOM) a significant influence on consumer behavior, particularly in e-commerce. In Vietnam, e-commerce revenue reached 20.5 billion USD in 2023, with TikTok Shop becoming a prominent platform since its launch in April 2022. This study aims to explore the impact of eWOM on the purchase intentions of Generation Z in Ho Chi Minh City towards cosmetics on TikTok Shop. Understanding this influence can help businesses ...
- Từ khóa: Electronic Word-of-Mouth (eWOM); Purchase Intention; Generation Z; TikTok Shop
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