About this document
Impact of Discounts on Shopee Buying Interest by YT-9A.36-Nguyễn Thu Phương is a document available to read on EtoBox.
This research investigates the impact of price discounts, online customer ratings, and online customer reviews on consumer buying interest in Shopee e-commerce, particularly among Generation Z. The study finds that these factors significantly influence purchasing intentions, with a coefficient of determination of 65.8%. It emphasizes the importance of effective marketing strategies focusing on discounts and product reviews to enhance consumer engagement and loyalty.
- Author
- YT-9A.36-Nguyễn Thu Phương
- Language
- EN