The Impacts of Social Media on Purchase Intention for Fashion Products: An Empirical Study of Gen Z Consumers in Ho Chi Minh City
Xuất bản: tháng 7 29, 2026
Tóm tắt
This study explores how social media influences Gen Z consumers' purchase intention for fashion products in Ho Chi Minh City. The findings indicate that social media has a significant and positive impact on consumers' involvement with fashion, which subsequently enhances their purchase intention for fashion products. In addition, the study reveals that trust, perceived value, and perceived risk play important mediating roles in the relationship between social media and purchase intention.
The study provides valuable insights for fashion marketers in Ho Chi Minh City and beyond, emphasizing the importance of leveraging social media as a strategic marketing tool to enhance fashion involvement and stimulate purchase intention among Generation Z consumers.
Từ khóa
social mediafashion productspurchase intentionGeneration ZHo Chi Minh City
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