-
- Tác giả: Phan Ngọc Bảo Trân
- Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026
- Mô tả vật lý: 94 p.
- Tóm tắt: Utilizing a quantitative approach, this study investigates the influence of livestreaming, e-promotion, and marketing activities on Gen Z's repurchase intention for cosmetics on Shopee, confirming that customer satisfaction plays a crucial mediating role. The findings reveal that e-promotion exerts the strongest direct impact, reflecting the high price sensitivity of Gen Z consumers, while quality livestreaming and broader marketing efforts further reinforce the shopping experience. Consequently, ...
- Từ khóa: E-promotion; Gen Z consumers; Repurchase intention; Customer satisfaction
Tìm kiếm thêm
