Browsing Bachelor of Business Administration, Economics, Finance and Accounting by Subject "Purchase intention"
Now showing items 1-20 of 28
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The Determinant's Of Young Consumers' Purchase Intention On Social Commerce: An Analysis In Ho Chi Minh City
(2022)Social commerce emerged as a recently rising phenomenon of e-commerce and the growing role of social media with a rapid expansion. This study investigates the Vietnam social commerce sector, focusing on the social elements ... -
The Effect Of Celebrity Endorsement On Customers' Purchase Intention Toward Multi Service Platforms: Case Study Of Gojek And BTS In Vietnam
(2023)This study examines the impact of celebrity endorsement on customers’ purchase intention towards multi-service platforms in Vietnam, using Gojek and BTS as a case study. The study focuses on six key elements – attractiveness ... -
The Effect Of Electronic Word-Of-Mouth On Customer's Purchase Intention Among Tiktok Users
(2021)The scenario of the popularity of TikTok and the growing number of discussions about products or services has brought many new opportunities and challenges for the marketers. This study aims to investigate the influence ... -
EWOM's Influence On The Purchase Intention Of Local Skincare Products Via Tiktok
(2023)The global data demonstrates a significant rise in online consumer purchases, with peer reviews by web users playing a crucial role in influencing multiple purchase decisions. This influence is particularly prominent ... -
Exploring The Impact Of Factors On The Purchase Intention Of Vietnamese Genz Consumers - A Case Of Short Videos Marketing In Supplement Industry
(2023)The supplement market in Vietnam is experiencing significant and impressive growth, as reported by BritCham Vietnam in 2021. According to BritCham Vietnam, after the COVID-19 pandemic, there has been a noticeable change ... -
Factors Affecting Consumer Interest Toward Purchase Intention When Choosing A Coffee Shop Of Millennials In Ho Chi Minh City
(2022)The purpose of this study explores the factors affecting customers' decision to visit a coffee shop in Ho Chi Minh city. The formal study was carried out using a quantitative method. The data was gathered from 310 valid ... -
Factors Affecting Consumers' Online Purchase Intention From Technological Perspective In Ho Chi Minh City: A Case Of Sendo
(2022)With the fast growth of information and communication technology and increased Internet penetration, the nature of a consumer's everyday activities has shifted, and the majority of offline activities have shifted online. ... -
Factors Affecting Customers' Online Purchase Intention Via Zalopay
(2023)Online shopping, considered among global phenomena, has been one of the most common purchase methods in recent years. Fast and convenient transactions can explain why it becomes an emerging trend for many consumers all ... -
Factors Affecting Generation Z'S Purchase Intention For Green Cosmetics: A Case Study In Ho Chi Minh City
(2022)The purpose of this study was to examine the factors that impact Generation Z consumers' intent to purchase green cosmetics in Ho Chi Minh City, Vietnam. The research framework developed in this study has five independent ... -
Factors Affecting Young Customers Purchase Intention (Millennials & Genz) Towards Advertising On Tiktok: Focusing On Video Duration Under 30 Seconds
(2023)As an application that attracts a large number of young people, especially those of the Millennials and GenZ generations, TikTok is a platform that opens up many new opportunities for marketers to get closer to potential ... -
Factors Influencing Purchase Intentions Of Global Fast Fashion Brands Among Vietnamese University Students
(2022)The sustainable growth of global fast fashion brands has been threatened by the increasingly fierce competition against its local counterparts, especially among university students who are more receptive to new information ... -
Factors Of Beauty Influencers That Impact Consumers Purchase Intention Toward Skincare Products On Youtube: A Case Of University Students In Ho Chi Minh City
(2022)Nowadays, influencer marketing is a common phrase for both brands and consumers in terms of promoting products or services. To contribute to this subject, the purpose of this study is to evaluate factors of YouTube beauty ... -
The Impact Of Brand Ambassadors Of Biti's On Consumer Purchase Intentions
(2022)Nowadays, brand ambassadors have played an extremely important part in every marketing strategy to ensure the effectiveness and success of the business outcomes. Besides, the brand image also gradually become an indispensable ... -
The Impact Of Brand Ambassadors Of Biti's On Consumer Purchase Intentions
(2022)Nowadays, brand ambassadors have played an extremely important part in every marketing strategy to ensure the effectiveness and success of the business outcomes. Besides, the brand image also gradually become an indispensable ... -
The Impact Of Brand Credibility Price Value Image, Customer Fulfillment On Customer Satisfaction And Purchase Intention Towards Fast Fashion Brands Among Vietnamese Millennials
(2023)Many industries in Viet Nam consisting of the fashion sector, have been expanded by the trend of ongoing globalization integration as well as the growth of information technology in general and social networks in particular. ... -
The Impact Of Brand Equity On Vietnamese Young Generation’s Purchase Intention – A Study Of Fashion Industry In Ho Chi Minh City, Vietnam
(2022)Nowadays, Vietnam's long-standing fashion brands are gradually losing market share to big foreign brands. In addition, newly established domestic brands mainly focus on the fashion trends of young people but have not ... -
The Impact Of Factors Affecting Organic Food Purchase Intention In The Context Of Ho Chi Minh City
(2023)In Vietnam, the discussion surrounding organic food has always been one that would pique many people’s interests, and would garner a substantial amount of research since it is believed to offer multiple benefits. By ... -
The Impact Of Perceived Corporate Social Responsibility Practices On Purchasing Intention: The Case Of Food And Beverages Industry Among Ho Chi Minh City University Students
(2022)While research on corporate social responsibility (CSR) is expanding into new areas, the degree to which such literature is manifested in developing countries is not yet completely known. This is regardless of the fact ... -
The Impact Of The Country-Of-Origin Effect On Consumer Purchase Intention : The Case Of Japanese Houseware Products In The Market Of HCM City, Vietnam
(2023)Global trading, or international business, has always been one of the most influential business activities in the world. In order to do international marketing effectively, one must pay special attention to the ... -
The Impacts If Data-Driven Marketing And "Shoppertainment" Strategies On Young Customers' Impulse Purchase Intention E-Commerce Industry: A Case Study Of Tiktok Shop
(2023)In this modern era, both social media and e-commerce platforms have become irreplaceable parts of our lives, and thereby, the term “social commerce” also rocketed to be one of the most invested segments for big players ...