The role of virtual try-on and digital marketing on consumer purchasing intention in e-commerce platforms
In the era of strong e-commerce development, attracting and retaining customers has become extremely important. To understand their impact on consumers’ purchasing decisions, this study focuses on two main factors: Virtual Try-on (VTO) and Digital Marketing. This is the first study to evaluate the c...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | Vietnamese |
| Published: |
TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH
2025-03-01
|
| 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/3878 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849239732080345088 |
|---|---|
| author | Bùi Ngọc Tuấn Anh Lê Phương Loan Nguyễn Đặng Phương Anh Lê Thị Ngân Hạnh |
| author_facet | Bùi Ngọc Tuấn Anh Lê Phương Loan Nguyễn Đặng Phương Anh Lê Thị Ngân Hạnh |
| author_sort | Bùi Ngọc Tuấn Anh |
| collection | DOAJ |
| description | In the era of strong e-commerce development, attracting and retaining customers has become extremely important. To understand their impact on consumers’ purchasing decisions, this study focuses on two main factors: Virtual Try-on (VTO) and Digital Marketing. This is the first study to evaluate the combined impact of these two factors from a comparative perspective of perceived values in e-commerce. A survey of 496 consumers in Ho Chi Minh City and data analysis using Smart-PLS 4.0 shows that perceived hedonic value has the most significant influence (β = 0.375, p < 0.000) on purchasing intention. This indicates that VTO and Digital Marketing significantly enhance this value. Surprisingly, the personalization factor does not play an essential role as expected. This study provides valuable information for businesses, helping them better understand customer behavior and improve the effectiveness of business strategies. By leveraging VTO technology and Digital Marketing activities, companies can create engaging shopping experiences and increase sales and profits. |
| format | Article |
| id | doaj-art-949a6ba99ebc44be8bfadca6b2b90433 |
| institution | Kabale University |
| issn | 2734-9306 2734-9578 |
| language | Vietnamese |
| publishDate | 2025-03-01 |
| publisher | TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH |
| record_format | Article |
| series | Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh |
| spelling | doaj-art-949a6ba99ebc44be8bfadca6b2b904332025-08-20T04:00:51ZvieTẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINHTạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh2734-93062734-95782025-03-0120710312010.46223/HCMCOUJS.econ.vi.20.7.3878.20252402The role of virtual try-on and digital marketing on consumer purchasing intention in e-commerce platformsBùi Ngọc Tuấn Anh0Lê Phương Loan1Nguyễn Đặng Phương Anh2Lê Thị Ngân Hạnh3Trường Đại học Mở Thành phố Hồ Chí Minh, Hồ Chí MinhTrường Đại học Mở Thành phố Hồ Chí Minh, Hồ Chí MinhTrường Đại học Mở Thành phố Hồ Chí Minh, Hồ Chí MinhTrường Đại học Mở Thành phố Hồ Chí Minh, Hồ Chí MinhIn the era of strong e-commerce development, attracting and retaining customers has become extremely important. To understand their impact on consumers’ purchasing decisions, this study focuses on two main factors: Virtual Try-on (VTO) and Digital Marketing. This is the first study to evaluate the combined impact of these two factors from a comparative perspective of perceived values in e-commerce. A survey of 496 consumers in Ho Chi Minh City and data analysis using Smart-PLS 4.0 shows that perceived hedonic value has the most significant influence (β = 0.375, p < 0.000) on purchasing intention. This indicates that VTO and Digital Marketing significantly enhance this value. Surprisingly, the personalization factor does not play an essential role as expected. This study provides valuable information for businesses, helping them better understand customer behavior and improve the effectiveness of business strategies. By leveraging VTO technology and Digital Marketing activities, companies can create engaging shopping experiences and increase sales and profits.https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/3878digital marketinggiá trị hưởng thụ cảm nhậngiá trị tiện ích cảm nhậnvirtual try-oný định mua |
| spellingShingle | Bùi Ngọc Tuấn Anh Lê Phương Loan Nguyễn Đặng Phương Anh Lê Thị Ngân Hạnh The role of virtual try-on and digital marketing on consumer purchasing intention in e-commerce platforms Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh digital marketing giá trị hưởng thụ cảm nhận giá trị tiện ích cảm nhận virtual try-on ý định mua |
| title | The role of virtual try-on and digital marketing on consumer purchasing intention in e-commerce platforms |
| title_full | The role of virtual try-on and digital marketing on consumer purchasing intention in e-commerce platforms |
| title_fullStr | The role of virtual try-on and digital marketing on consumer purchasing intention in e-commerce platforms |
| title_full_unstemmed | The role of virtual try-on and digital marketing on consumer purchasing intention in e-commerce platforms |
| title_short | The role of virtual try-on and digital marketing on consumer purchasing intention in e-commerce platforms |
| title_sort | role of virtual try on and digital marketing on consumer purchasing intention in e commerce platforms |
| topic | digital marketing giá trị hưởng thụ cảm nhận giá trị tiện ích cảm nhận virtual try-on ý định mua |
| url | https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/3878 |
| work_keys_str_mv | AT buingoctuananh theroleofvirtualtryonanddigitalmarketingonconsumerpurchasingintentioninecommerceplatforms AT lephuongloan theroleofvirtualtryonanddigitalmarketingonconsumerpurchasingintentioninecommerceplatforms AT nguyenđangphuonganh theroleofvirtualtryonanddigitalmarketingonconsumerpurchasingintentioninecommerceplatforms AT lethinganhanh theroleofvirtualtryonanddigitalmarketingonconsumerpurchasingintentioninecommerceplatforms AT buingoctuananh roleofvirtualtryonanddigitalmarketingonconsumerpurchasingintentioninecommerceplatforms AT lephuongloan roleofvirtualtryonanddigitalmarketingonconsumerpurchasingintentioninecommerceplatforms AT nguyenđangphuonganh roleofvirtualtryonanddigitalmarketingonconsumerpurchasingintentioninecommerceplatforms AT lethinganhanh roleofvirtualtryonanddigitalmarketingonconsumerpurchasingintentioninecommerceplatforms |