The influence of social media usage and communication on early gen z's online shopping intention
The objective of this study was to examine the influence of social media usage and communication on Vietnamese early Gen Zs' online purchase intention. In addition, the mediation of perceived behavioral factors and the moderation of subjective norms in these relationships were also investigated...
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| Định dạng: | Research Paper |
| Ngôn ngữ: | English |
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University of Economics Ho Chi Minh City
2024
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| Truy cập trực tuyến: | https://digital.lib.ueh.edu.vn/handle/UEH/71267 |
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oai:localhost:UEH-712672024-06-28T20:02:52Z The influence of social media usage and communication on early gen z's online shopping intention Lê Hà Thanh Minh Bùi Mỹ Ngọc The objective of this study was to examine the influence of social media usage and communication on Vietnamese early Gen Zs' online purchase intention. In addition, the mediation of perceived behavioral factors and the moderation of subjective norms in these relationships were also investigated. The technology acceptance model (TAM) and the theory of reasoned action (TRA) were employed to develop the conceptual framework. Seven factors, namely social media usage (SMU), perceived social media influence (PSMI), social media communication (SMC), perceived brand quality (PBQ), brand preference (BP), subjective norms (SN), and online shopping intention (OSI) were tested. A total of 280 valid questionnaires from Vietnamese early Gen Zs were collected. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 3.2.8 software. The analysis results confirmed the positive influence of social media usage and social media communication on Vietnamese early Gen Z's online shopping intention with the mediating roles of perceived behavioral factors and the moderating roles of subjective norms. The managerial implications of this study were also discussed. 2024-06-27T11:23:31Z 2024-06-27T11:23:31Z 2023 Research Paper https://digital.lib.ueh.edu.vn/handle/UEH/71267 en Giải thưởng Nhà nghiên cứu trẻ UEH 2023 reserved 57 p. University of Economics Ho Chi Minh City |
| institution |
Đại học Kinh tế Thành phố Hồ Chí Minh |
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DSpaceUEH |
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English |
| description |
The objective of this study was to examine the influence of social media usage and communication on Vietnamese early Gen Zs' online purchase intention. In addition, the mediation of perceived behavioral factors and the moderation of subjective norms in these relationships were also investigated. The technology acceptance model (TAM) and the theory of reasoned action (TRA) were employed to develop the conceptual framework. Seven factors, namely social media usage (SMU), perceived social media influence (PSMI), social media communication (SMC), perceived brand quality (PBQ), brand preference (BP), subjective norms (SN), and online shopping intention (OSI) were tested. A total of 280 valid questionnaires from Vietnamese early Gen Zs were collected. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 3.2.8 software. The analysis results confirmed the positive influence of social media usage and social media communication on Vietnamese early Gen Z's online shopping intention with the mediating roles of perceived behavioral factors and the moderating roles of subjective norms. The managerial implications of this study were also discussed. |
| author2 |
Bùi Mỹ Ngọc |
| author_facet |
Bùi Mỹ Ngọc Lê Hà Thanh Minh |
| format |
Research Paper |
| author |
Lê Hà Thanh Minh |
| spellingShingle |
Lê Hà Thanh Minh The influence of social media usage and communication on early gen z's online shopping intention |
| author_sort |
Lê Hà Thanh Minh |
| title |
The influence of social media usage and communication on early gen z's online shopping intention |
| title_short |
The influence of social media usage and communication on early gen z's online shopping intention |
| title_full |
The influence of social media usage and communication on early gen z's online shopping intention |
| title_fullStr |
The influence of social media usage and communication on early gen z's online shopping intention |
| title_full_unstemmed |
The influence of social media usage and communication on early gen z's online shopping intention |
| title_sort |
influence of social media usage and communication on early gen z's online shopping intention |
| publisher |
University of Economics Ho Chi Minh City |
| publishDate |
2024 |
| url |
https://digital.lib.ueh.edu.vn/handle/UEH/71267 |
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AT lehathanhminh theinfluenceofsocialmediausageandcommunicationonearlygenzsonlineshoppingintention AT lehathanhminh influenceofsocialmediausageandcommunicationonearlygenzsonlineshoppingintention |
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