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- Tác giả: Nguyễn Hoàng My
- Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026
- Mô tả vật lý: 96 p.
- Tóm tắt: Based on a survey of 332 Gen Z respondents in Vietnam, this study confirms that Price and Availability are the strongest determinants of the intention to purchase intimate-care products, explaining 54.4% of the variance. The findings highlight a mix of rational and emotional drivers, where Product Image plays a crucial role in building trust and mitigating the "embarrassment barrier" associated with sensitive purchases. The research bridges a gap in the literature by focusing specifically on the ...
- Từ khóa: Gen Z consumers; Purchase intention; Intimate-care products; Price sensitivity
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