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- Tác giả: Phạm Nguyễn Ngọc Thư
- Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026
- Mô tả vật lý: 113 p.
- Tóm tắt: This study surveyed 319 Gen Z consumers in Ho Chi Minh City to analyze the determinants of their confectionery purchase intention, revealing that Social Influence (SOC) and Subjective Norms (NOR) are the most significant drivers. The findings indicate that while health awareness and personal attitude shape perceptions, they do not directly translate into buying behavior; instead, purchase decisions are heavily driven by peer validation, social media trends, and Perceived Behavioral Control (PBC) ...
- Từ khóa: Purchase Intention; Social Influence; Confectionery Market; Gen Z Consumer Behavior
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