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- Tác giả: Ngô Lan Chi
- Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026
- Mô tả vật lý: 115 p.
- Tóm tắt: This study utilizes a structural model to analyze the drivers of Purchase Intention for OCOP agricultural products on TikTok Shop, identifying Environmental Concern and Product Knowledge as the most significant antecedents of consumer Attitude. The findings reveal that while Attitude serves as the primary mediator and strongest predictor of purchase behavior, Platform Trust plays a dual role by directly influencing decisions while also reinforcing positive attitudes. Consequently, the research highlights ...
- Từ khóa: Consumer attitude; OCOP products; TikTok Shop; Purchase intention
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