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T. Văn Thành and Đ. Xuân Ơn, “Các nhân tố ảnh hưởng đến ý định mua sắm trực tuyến của người tiêu dùng Thế hệ Z tại Việt Nam,” Tạp chí Khoa học Đào tạo Ngân hàng, pp. 27-35, 2021.

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Article

The Effect of Perceived Benefits and Trust on Gen Z’s Online Shopping Behavior

1Faculty of Economics and Business Administration, Hong Duc University, Thanh Hoa City, Vietnam


Journal of Behavioural Economics, Finance, Entrepreneurship, Accounting and Transport. 2022, Vol. 10 No. 1, 10-16
DOI: 10.12691/jbe-10-1-2
Copyright © 2022 Science and Education Publishing

Cite this paper:
Nguyen Thị Loan. The Effect of Perceived Benefits and Trust on Gen Z’s Online Shopping Behavior. Journal of Behavioural Economics, Finance, Entrepreneurship, Accounting and Transport. 2022; 10(1):10-16. doi: 10.12691/jbe-10-1-2.

Correspondence to: Nguyen  Thị Loan, Faculty of Economics and Business Administration, Hong Duc University, Thanh Hoa City, Vietnam. Email: nguyenloan@hdu.edu.vn

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.

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