Exploring The Impact Of Factors On The Purchase Intention Of Vietnamese Genz Consumers - A Case Of Short Videos Marketing In Supplement Industry

Abstract

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 in health-conscious habits among various age groups, not just those aged 55 and above. Even individuals between the ages of 18-25 (who belongs to Generation Z) are gradually adopting the habit of consuming functional foods as a means to boost their immune system and improve their overall health. However, at present, the younger customer segment has not received sufficient attention and exploitation from brands, evident in the lack of intense investment in popular platforms among the youth, such as short video platforms or social media channels. Therefore, in order to provide scientific evidence of the potential of the Generation Z customer segment in the supplement market through short video advertising, this research has been conducted based on the study conducted by Parinda (2022) on the purchase intention of Thai consumers regarding supplement. Specifically, this study will test four hypotheses regarding the positive relationship between four factors: health consciousness, brand trust, EWOM, and price perception. To measure the accuracy those hypotheses, a quantitative method is employed, involving the collection of 315 online survey responses to test the hypotheses. After analyzing the collected data, the results indicate that the factors, namely price perception and brand trust, have a positive impact on the dependent variable, which is the intention to purchase supplements.