Factors affecting brand switching intention of Gen Z in the soft drink industry in Ho Chi Minh City.
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- Tác giả: Nguyễn Gia Thùy
- Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026
- Mô tả vật lý: 128 p.
- Tóm tắt: Integrating SOR and TPB frameworks, this study validates a model explaining brand switching intention among Gen Z soft-drink consumers in Ho Chi Minh City through the lenses of Price Sensitivity, Variety Seeking, Customer Satisfaction, and Social Media Influence. The findings demonstrate that Customer Satisfaction plays a pivotal mediating role, significantly dampening the urge to switch brands driven by price or variety-seeking motives. Additionally, the research highlights that Social Media Influence ...
- Từ khóa: Gen Z consumers; Social media influence; Customer satisfaction; Brand switching intention
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