Social Commerce Adoption Factors among Gen Z University Students in Vietnam

Description

E-commerce via social networks (hereinafter referred to as S-commerce) - the integration between social networks (Facebook, Zalo, TikTok) and e-commerce is becoming a strong development trend in online shopping. Through these platforms, users can directly interact, share and shop for products and services. This form helps businesses connect more closely with customers through social interaction, recommendations and reviews, thereby influencing consumers' purchasing decisions. The dataset examines factors influencing social commerce adoption among Vietnamese Generation Z university students, focusing on the roles of technology perceptions, social participation, and trust in platforms in shaping purchase intention and actual usage behavior.

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