Factors affecting the purchasing attitudes of young people in Hanoi City when they shop on Facebook in the era of digital transformation
Published: July 24, 2026
Abstract
This study summarises the major factors affecting the purchasing attitudes of young people in Hanoi city when they shop on Facebook, especially in the era of digital transformation. This study focuses on Generation Z consumers who are young and do online shopping frequently. The study finds that factors of information, entertainment, interactivity, reliability, and personalization positively influence the purchasing attitudes of young consumers, while distractions and sociability negatively impact the purchasing attitudes when young consumers shop on Facebook.
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