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- Tác giả: Trần Phương Quỳnh
- Thông tin XB: TP Hồ Chí Minh: Trường Đại học Ngoại thương, 2024
- Mô tả vật lý: 121 p.
- Tóm tắt: This study explores how Online-to-Offline (O2O) commerce influences the purchase intentions of Gen Z consumers in Ho Chi Minh City regarding premium cosmetics. It identifies and examines six key factors: trust, multichannel integration, physical experience, social subjective norms, platform convenience, and customer perceived value. The findings reveal that all these factors significantly affect purchase intentions, with physical experience having the most substantial impact. Recommendations are ...
- Từ khóa: Online-to-Offline (O2O) Commerce; Premium Cosmetics; Gen Z; Purchase Intention
- Chế độ xem
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