@article{jbe20221012,
author={Loan, Nguyen Th?},
title={The Effect of Perceived Benefits and Trust on Gen Z¡¯s Online Shopping Behavior},
journal={Journal of Behavioural Economics Finance Entrepreneurship Accounting and Transport},
volume={10},
number={1},
pages={10--16},
year={2022},
url={http://pubs.sciepub.com/jbe/10/1/2},
issn={2376-1334},
abstract={Generation Z (Gen Z) is becoming the global economy's future-oriented labor and consumer force with innovative, different characteristics, and often creating new trends. In Vietnam, Gen Z accounts for nearly 21% of the population, so it is gradually becoming a potential market segment and changing consumer trends. This study was conducted to assess the impact of the perceived benefits on the online shopping behavior of generation Z to recommend attracting more Gen Z buyers. The quantitative method was applied, and the prototype was conducted on a sample scale of 374 Gen Z organisms in Thanh Hoa province, Vietnam. Data was collected through the Google form and analyzed by Smart PLS-SEM software. Research results indicate that the perceived benefits impact the trust in shopping and thereby strongly impact the online buying behavior of Gen Z.},
doi={10.12691/jbe-10-1-2}
publisher={Science and Education Publishing}
}