| dc.description.abstract | This study aims to analyze Gen Z consumers' purchase intentions for
Vietnamese cosmetics in Ho Chi Minh City, identify key variables influencing these
intentions, and offer marketing advice that takes the study's findings and analyses into
account.
Based on the literature reviews of celebrity popularity, celebrity credibility,
brand perception, E-WOM, website service quality, perceived value and intention to
purchase, the research model that was established. In terms of methodology, a quantitative
method was applied, the questionnaire was built up with 26 measurement statements. After
receiving feedback from the pilot test, the survey was spread out through Facebook to
approach target respondents. To be more specific, the survey was designed by Google
Form using 5 points Likert Scale. The researcher received 275 responses from students
and graduates in the age around 15 to 26, living in Ho Chi Minh City. However, only 248
responses are valid for further research.
In the next stage, collected data was analyzed using SmartPLS version 4.0 and
received the results that celebrity popularity, celebrity credibility, brand perception,
website service quality and perceived value factors positively affects purchase intention.
However, the analysis shows that e-WOM has no significant impact towards purchase
intention.
Finally, according to the findings, the research also gives some helpful
recommendations about marketing activities for domestic cosmetic brands that can
increase their attraction in customers' eyes. | en_US |
