The impact of social network on purchase decision: Empirical study of generation Z in the Mekong Delta

Abstract

In the current internet-driven era, social networks have become crucial, especially for Generation Z, who matured amidst the internet's rapid development and expansion. These platforms serve not only for entertainment and connection but also as vital channels for commerce. Building on this, we conducted a research titled “The impact of social network on purchase decision: Empirical study of Generation Z in the Mekong Delta”. The study aims to scrutinize how social media influences Generation Z's purchasing decisions in the Mekong Delta, offering recommendations for businesses to enhance their social media strategies, attract customers, and boost overall sales. Data were gathered through a convenient sampling method, surveying 200 individuals aged 18-25 in the Mekong Delta using a pre-designed questionnaire. Factors influencing purchasing decisions were measured and determined through the Cronbach’s alpha reliability test, exploratory factor analysis, and linear regression. The study reveals five factors influencing Generation Z's purchase decisions in descending order: Online Advertisement (OA), Convenience (C), Brand Fanpages (BF), Peer Communication (PC), and Perceived Usefulness (PU). Despite these insights, we acknowledge certain study limitations, including the constraints imposed by time and budget, the extensive geographical scope of the Mekong Delta, and the potential for bias introduced by the use of a convenient non-probability sample through online surveys. Finally, some recommendations were proposed to help businesses improve the effectiveness of their social media strategies