The impact of online word of mouth and social media marketing on purchase intention
Digital technology has become a major driving force in shaping modern commerce, particularly in the realm of online shopping. This study explores the factors influencing the online shopping behavior of students in Ho Chi Minh City, based on the Theory of Planned Behavior (TPB) framework. Utilizing t...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | Vietnamese |
| Published: |
TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH
2025-01-01
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| Series: | Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh |
| Subjects: | |
| Online Access: | https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/3331 |
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