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dc.contributor.advisorĐinh Tiên Minhen_US
dc.contributor.authorTrương Quang Thuầnen_US
dc.contributor.otherNgô Thị Huyền Trânen_US
dc.contributor.otherPhạm Thị Cẩm Vânen_US
dc.contributor.otherNgô Đình Thắngen_US
dc.description.abstractCross-border e-commerce has grown rapidly in recent years, creating many economic benefits for sellers and consumers. To keep up with this scenario, sellers need to improve product awareness to improve consumer interest and behavior. There are very few studies that focus on the influence of product descriptions on actual purchasing behavior in E-Commerce. Therefore, the exploitation and research on this topic is necessary. This study uses Hierarchy of Effects (HOE) Theory as well as Commitment – Involvement Theory to evaluate the role of product descriptions in the actual purchasing behavior of Vietnamese consumers of generations Y and Z The study used qualitative research methods combined with quantitative research, based on the scales referred from previous studies to build preliminary scales. The author team synthesized 300 valid survey responses from the official questionnaire built on the adjusted scale. Based on the built-in theory, the research model was originally proposed with 7 components. After the steps of extracting the factor, verifying the composite reliability, factor loadings and the average variance extracted of the component scales, the official model has 5 components compared to the original. The results of SEM analyzed via SmartPLS 3.0 show that there is an intervariable relationship between: Product description, Enduring Involvement, Perceived Trust, Purchase Intention and Actual Purchase.en_US
dc.format.medium71 pen_US
dc.publisherUniversity of Economics Ho Chi Minh Cityen_US
dc.relation.ispartofseriesGiải thưởng Nhà nghiên cứu trẻ UEH 2023en_US
dc.titleInvestigation in the role of product description towards actual purchase behavior in cross-border e-commerce of Vietnamese customers of generation Y and Z: applying the hierarchy of effects modelen_US
dc.typeResearch Paperen_US
ueh.specialityKinh Tế (Thương mại - quản trị kinh doanh và du lịch - marketing)en_US
ueh.awardGiải Ben_US
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