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- Tác giả: Nguyễn Thị Khánh Linh
- Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026
- Mô tả vật lý: 127 p.
- Tóm tắt: This study validates the significant impact of sales promotional tools—specifically online coupons, free shipping, discounts, and BOGO schemes—on cosmetic purchasing behavior on the Shopee platform, with the model explaining 54.5% of the variance. The findings highlight that while financial incentives like coupons and free shipping are paramount, their effectiveness is critically moderated and enhanced by electronic Word of Mouth (eWOM). Consequently, the research advises cosmetic brands to synergize ...
- Từ khóa: Online purchasing behavior; Electronic Word of Mouth (eWOM); Sales promotion; Shopee
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