4. Các yếu tố ảnh hưởng đến ý định mua trực tuyến của thế hệ GENZ: Trường hợp của POPMART Việt Nam
DOI:
https://doi.org/10.61591/jslhu.25.647Keywords:
Ý định mua trực tuyến; Mua sắm hộp mù; Gen Z; POPMART Việt Nam; Hành vi người tiêu dùng.Abstract
The research aims to identify factors affecting customer online purchasing intentions for blind boxes among Generation Z at POPMART Vietnam. Based on the theories of Perceived Value; Consumer Behavior and the Stimulus-Organism-Response model, the author conducted an analysis of 285 data samples using structural equation modeling with SPSS 20. The results indicate 5 factors that significantly affect purchase intentions: Perceived Quality; Knowledge of Blind Box; Perceived Consumer Effectiveness; Subjective Norms and Risk Barriers with Perceived Quality being the most influential factor. These findings not only reinforce theoretical concepts but also provide practical value for businesses, recommending the need to enhance service convenience and build consumer trust in the online shopping environment. Furthermore, developing an online community to share product information will contribute to increasing awareness and stimulating customers' purchasing intentions.
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