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- Tác giả: Đặng Như Quỳnh
- Thông tin XB: TP Hồ Chí Minh: Trường Đại học Ngoại thương, 2024
- Mô tả vật lý: 129 p.
- Tóm tắt: The study focuses on the factors influencing Gen Z's intention to buy skincare products on e-commerce platforms in Ho Chi Minh City. It highlights perceived ease of use, electronic word-of-mouth (eWOM), price, and product quality as key determinants. The research involves quantitative methods, utilizing SPSS for data analysis from surveys conducted with Gen Z consumers. The findings suggest that these factors significantly impact buying intentions, providing insights for businesses to develop effective ...
- Từ khóa: Gen Z; Skincare Products; E-commerce Platforms; Buying Intention
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