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The Effect of Video Reviews on Consumers of Generation Z in Vietnam

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New Perspectives and Paradigms in Applied Economics and Business (ICAEB 2023)

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Abstract

The term “Online Shopping” has grown in popularity among young people, particularly Generation Z, who are highly inquisitive and adapt quickly to new changes. However, they are very thoughtful people when it comes to making online purchasing decisions, and video reviews serve as the foundation for them to make the final purchase decision. Therefore, in this study, we analyze 4 factors: (1) Perceived credibility of the information in the videos (PC); (2) Perceived useful-ness of information in the videos (PU); (3) Visual appeal (VA); (4) Perceived video characteristics (PVC) to investigate its impact on buying intent on the purchase intention of Generation Z in Vietnam. This research was based on a survey of 745 candidates. Simultaneously, the collected data was analyzed using SPSS software version 20. According to the findings of the study, all of the aforementioned factors have a positive impact on the purchasing intentions of Generation Z. In this instance at least, PC is the most powerful influencing factor. The study's new findings help enterprise understand how important it is to provide information in video reviews. Ensuring that this information is trans-parent, it should be spoken by influential people in society, particularly those who have a positive influence on young people.

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Authors and Affiliations

  1. Faculty of Entrepreneurship, FPT University, Cantho, Vietnam

    Nguyen Trong Luan

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  1. Nguyen Trong Luan
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Correspondence to Nguyen Trong Luan .

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  1. Department of Applied Economics, University of Minnesota, Saint Paul, MN, USA

    William C. Gartner

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Luan, N.T. (2024). The Effect of Video Reviews on Consumers of Generation Z in Vietnam. In: Gartner, W.C. (eds) New Perspectives and Paradigms in Applied Economics and Business. ICAEB 2023. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-49951-7_6

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