Analyzing the Factors Affecting the Online Purchase Intention of Generation Z on Tiktok Shop: The Mediating Effect of Attitudes Toward User-Generated Content - A Case Study in the Mekong Delta, Vietnam
View Full Paper
Ask AI
Bookmark
Share
Key Points
Online purchase intentions among Generation Z are significantly influenced by brand engagement and subjective norms.
User-generated content mediates the relationship between brand engagement and online purchase intentions, enhancing consumer trust.
Structural equation modeling analysis was conducted using data from 394 consumers in the Mekong Delta region.
Effective marketing strategies based on findings suggest leveraging user-generated content to foster brand engagement.
Discussion
No takes yet. Share an insight, caveat, or question.
Implication
Empirical analysis reveals user-generated content influences online purchase intentions in Generation Z, highlighting brand engagement and social norms.