Ấn phẩm:
The impact of perceived enjoyment on urge to buy impulsively among generation z in Hanoi: A case study of affiliate marketing on short-form video platforms
Tóm tắt
The proliferation of short-form video platforms like TikTok, YouTube, and Facebook has propelled the popularity of affiliate marketing on these platforms in recent years. This study investigates the influence of affiliate marketing on Gen Z's urge to buy impulsively on short-form video platforms in Hanoi city, with perceived enjoyment as a mediating factor. The research model is constructed based on the Stimulus-Organism-Response (S-O-R) framework combined with models from previous studies. Data was collected from 620 consumers in Hanoi, of which 592 questionnaires were deemed valid. The results indicate that attractiveness (AT), expertise (EX), and video content (VD) positively influence the urge to buy impulsively (UB) through the mediating effect of perceived enjoyment (PE). However, the trustworthiness of the content creator (CR) does not have a significant positive impact on perceived enjoyment (PE).
Mô tả
Tác giả
Pham Van Tuan Assoc.Prof.PhD
Phuong Anh Ha
Phan Xuan Anh
Le Ngoc Minh
Le Minh Ngoc
Tran Thuy Tien
Phuong Anh Ha
Phan Xuan Anh
Le Ngoc Minh
Le Minh Ngoc
Tran Thuy Tien
Tác giả khác
Người hướng dẫn
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Nhà xuất bản
Học viện Tài chính
Năm xuất bản
2024
ISSN tạp chí
Nhan đề tập
Từ khóa chủ đề
Perceived enjoyment , Urge to buy impulsively , Affiliate marketing , Short video , Gen Z
Bộ sưu tập
Địa chỉ truy cập
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