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- Tác giả: Phạm Uyển Yến Nhi
- Thông tin XB: TP Hồ Chí Minh: Trường Đại học Ngoại thương, 2024
- Mô tả vật lý: 106 p.
- Tóm tắt: The thesis investigates factors influencing the repurchase intention of Gen Z towards fashion products on e-commerce platforms in Ho Chi Minh City. Key factors include customer satisfaction, experiential marketing, price perception, brand trust, brand experience, and perceived quality. The study utilizes quantitative methods, with data collected via surveys from 204 respondents, analyzed using SPSS software. Results highlight that customer satisfaction, experiential marketing, and brand trust significantly ...
- Từ khóa: Repurchase Intention; Gen Z; E-commerce; Fashion Products
- Chế độ xem
- 74
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