Online purchase intention of generation z: an approach from theory of planned behavior and roles of shopping experience, Graduate thesis, Chuyên ngành Quản trị kinh doanh

Abstract

68 p.A multigroup analysis of online shopping experience as control variables was also tested. Research results show that attitude, subjective norms, behavioral control and online trust have an impact on online purchase intention. In particular, perceived risk did not affect online purchase intention. Besides, the thesis also confirms the role of online shopping experience as control variables. These results kindly contribute to theoretical and practical bricks in the construction of determinants of purchase intention and multi-group analysis for future consideration about Generation