FACTORS AFFECTING FASHION PRODUCTS PURCHASE BEHAVIOR IN MOBILE APPLICATION OF GENERATION Z IN HO CHI MINH CITY

Abstract

This study “Factors Affecting Fashion Products Purchase Behavior In Mobile Application Of Generation Z In Ho Chi Minh City”. The research approach of the present study is qualitative and quantitative. Quantitative research was carried out with a sample of 300 Gen Z who are using mobile applications to purchase fashion products in Ho Chi Minh City. The results of the survey were 300 respondents, of which 284 were valid (about 94.67%) and 16 were invalid. With valid sample 284, the author analyzed the data through SPSS 20.0 and AMOS 20.0 software. From the research results, the factor “Perception of ease of use” was removed in the present study and 5 factors affecting fashion products purchase intention on mobile apps are “Electronic word of mouth”, “Perceived usefulness”, “Price”, “Subjective norms”, “Perceived risk”. Futhermore,  the impact proposes several management functions to encourage the improvement of online shopping on mobile applications of Generation Z.