The role of virtual try-on and digital marketing on consumer purchasing intention in e-commerce platforms

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...

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Bibliographic Details
Main Authors: Bùi Ngọc Tuấn Anh, Lê Phương Loan, Nguyễn Đặng Phương Anh, Lê Thị Ngân Hạnh
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:
digital marketing
giá trị hưởng thụ cảm nhận
giá trị tiện ích cảm nhận
virtual try-on
ý định mua
Online Access:https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/3878
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