Research on the shopping behavior of Vietnamese online shoppers is crucial for the successful formulation of effective online business strategies from the outset. Therefore, driven by the aim of comprehending the behaviors and influencing factors that shape the online shopping habits of Vietnamese consumers, the author embarked on a research journey to delve into the online shopping dynamics of Vietnamese consumers, specifically focusing on the youth demographic in Hanoi. Drawing from existing theories, this article introduces a novel theoretical model that delves into the intricate interplay of different elements within the advertising realm. The independent variable in this model is advertising content, which refers to the information, entertainment and irritating of the advertisements. The dependent variable is the online purchase behavior, which represents the decision of consumer to buy the product or service. The mediating factor in this model is the consumer emotions, which reflects the emotional response elicited by the advertising content.
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Kieu Chinh Vu (2024) studied this question.
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