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Online shopping is growing at the fastest rate and gradually becoming a popular and trusted shopping channel of customers around the world, in which, the customer group accounts for a large proportion and tends to lead consumer behavior. Current and future online is generation Z. Therefore, this article focuses on analyzing factors affecting online shopping behavior of Gen Z in Vietnam, thereby proposing solutions to help businesses continue to approach and conquer this group of potential customers. To achieve the goal, the study conducted an online survey of 374 Gen Z e-buyers by means of convenient sampling nationwide, combined with the use of SPSS 25.0 software in factor analysis and linear regression analysis. Research results show that, STT, TDU are the factors that have a decisive impact on the online shopping behavior of Gen Z buyers.
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