Tác giả: Nguyen Thi Yen Linh - Nguyen Phuong Thao - Tu Hong Nhung - Phan Phuong Anh - Doan Thi Nguyet Anh

Số trang: 176-183

DOI url: 10.62831/202516017

Tóm tắt:

This study examines the factors influencing Generation Z’s purchase behavior within Hanoi’s night-time economy, utilizing the Stimulus–Organism-Response (S-O-R) theoretical framework. The findings indicate that attitude, perceived location safety, and trust significantly affect purchase behavior, with attitude exerting the strongest influence. Electronic word-of-mouth (eWOM) and influencer marketing are shown to positively shape Gen Z’s attitudes toward night-time consumption. However, these marketing strategies alone are insufficient in fostering trust and enhancing perceptions of location safety. Based on these insights, the study proposes several managerial and policy recommendations, including investing in visible safety infrastructure, ensuring consistent service quality to build trust, promoting authentic influencer engagement, and aligning digital marketing messages with on-site customer experiences.

TÀI LIỆU THAM KHẢO:

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. Amarullah, D., Handriana, T., & Maharudin, A. (2022). EWOM credibility, trust, perceived risk, and purchase intention in the context of e-commerce: Moderating role of online shopping experience. Jurnal Ekonomi Bisnis Dan Kewirausahaan, 11(1), 61-83. An, K. (2024). Awakening Hanoi's Night-time Economy: Lessons from Global Experiences. [Online] Available at https://laodong.vn/kinh-doanh/danh-thuc-kinh-te-dem-ha-noi-kinh-nghiem-tu-cac-quoc-gia-tren-the-gioi-1376423.ldo Benson, T., Lavelle, F., Spence, M., Elliott, C. T., & Dean, M. (2020). The development and validation of a toolkit to measure consumer trust in food. Food Control, 110, 106988. Chau, H.-W., Chan, M., Jamei, E., & Lttman, K. (2024). The impacts of perceived safety and service quality on perceived accessibility by public transport in Melbourne. Land, 13(11), 1928. Delteil, B., François, M., Mai, D., & Seong, J. (2021). The new faces of the Vietnamese consumer. [Online] Available at https://www.mckinsey.com/featured-insights/future-of-asia/the-new-faces-of-the-vietnamese-consumer Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725-737. Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM). European Business Review, 26(2), 106-121. Ladhari, R., & Michaud, M. (2015). eWOM effects on hotel booking intentions, attitudes, trust, and website perceptions. International Journal of Hospitality Management, 46, 36-45. Le, M. H. (2021). Developing the Night-time Economy in Vietnam: Opportunities and Challenges. [Online] Available at https://kinhtevadubao.vn/phat-trien-kinh-te-ban-dem-o-viet-nam-co-hoi-va-thach-thuc-dat-ra-18812.html Li, Y., & Peng, Y. (2021). Influencer marketing: Purchase intention and its antecedents. Marketing Intelligence & Planning, 39(7), 960-978. Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. Muflih, M., & Juliana, J. (2020). Halal-labeled food shopping behavior: The role of spirituality, image, trust, and satisfaction. Journal of Islamic Marketing, 12(9), 1708-1725. Nagori, A. (2020). Impact of influencer marketing on purchase intention with specific reference to health and beauty products. International Journal of Creative Research Thoughts, 8(3), 232-2882. Nguyen, T. T. T. (2023). Factors influencing Vietnam youth’s participation in the nighttime economy. Journal of Eastern European and Central Asian Research (JEECAR), 10(3), 515-526. Nurhidayati, N., Siregar, H. S., Maulana, T. N. A., & Fathonih, A. (2020). The influence of eWOM on purchase intention: The role of perceived risk as a mediating variable. Advances in Economics, Business and Management Research, 145, 744-750. Pham, L. (2024). Hanoi’s tourism sector aims to welcome over 30 million visitors in 2025. [Online] Available at https://hanoi.gov.vn/tin-so-nganh/nganh-du-lich-thu-do-dat-muc-tieu-don-tren-nam-2025-4241230131527382.htm Philpot, R., Liebst, L. S., Mller, K. K., Lindegaard, M. R., & Levine, M. (2019). Capturing violence in the nighttime economy: A review of established and emerging methodologies. Aggression and Violent Behavior, 46, 56-65. Roberts, M., & Eldridge, A. (2012). Planning the night-time city. Routledge. Samudro, A., & Hamdan, H. (2023). Analysis security, location, and word of mouth of the purchase decision for Pantai Indah Kapuk 2 housing. Dinasti International Journal of Management Science (DIJMS), 5(1). Seijas, A., Barnett, J., & Salihudin, S. (2024). Rethinking 24-hour cities: Night-time strategies to address urban challenges and thrive. [Online] Available at https://www.weforum.org/stories/2024/01/24-hour-cities-night-time-strategies-urban-challenges/ Shanbhogue, A. V., & Ranjith, V. K. (2024). Effects of consumer dispositional attitude on purchase intention in an emerging market. F1000Research, 12, 384. Soltani, M., Soltani Nejad, N., Taheri Azad, F., Taheri, B., & Gannon, M. J. (2020). Food consumption experiences: A framework for understanding food tourists’ behavioral intentions. International Journal of Contemporary Hospitality Management, 32(11), 3511-3533. Son, N. N., Thu, N. T. P., Dung, N. Q., Huyen, B. T. T., & Xuan, V. N. (2023). Determinants of the sustained development of the night-time economy: The case of Hanoi, capital of Vietnam. Journal of Risk and Financial Management, 16(8), 351. Song, H. (2023). Hanoi strengthens the development of its night-time economy. [Online] Available at https://quocphongthudo.vn/kinh-te/hoi-nhap/ha-noi-day-manh-phat-trien-kinh-te-ban-dem.html Su, D. N., Nguyen-Phuoc, D. Q., & Johnson, L. W. (2021). Effects of perceived safety, involvement and perceived service quality on loyalty intention among ride-sourcing passengers. Transportation, 48(1), 369-393. Sutrisno, S. (2023). Analysis of factor leading to mobile commerce adoption in Semarang City. JURNAL IPTEKKOM: Jurnal Ilmu Pengetahuan & Teknologi Informasi, 25(2), 205-224. Teng, S., Khong, K. W., Goh, W. W., & Chong, A. Y. L. (2014). Examining the antecedents of persuasive eWOM messages in social media. Online Information Review, 38(6), 746-768. Tran, T. T. T. (2021). Night-time economy development in Viet Nam. International Journal of Advanced Engineering and Management Research, 6(3), 26-34. Trang, P. (2025). Hanoi’s Night-time Economy: An Untapped 'Gold Mine’. [Online] Available at https://congthuong.vn/kinh-te-dem-ha-noi-mo-vang-chua-duoc-khai-thac-hieu-qua-379062.html Vietnam National Authority of Tourism. (2023). Hanoi launches 15 night tourism products: Touchpoints of Emotion. [Online] Available at https://vietnamtourism.gov.vn/post/53425 Vietnam News. (2023, July 8). Generation Z facing problems in the workplace. https://vietnamnews.vn/ society/1550849/generation-z-facing-problems-in-the-workplace.html Wadds, P. (2015). Crime, policing and (in) security: Press depictions of Sydney’s night-time economy. Current Issues in Criminal Justice, 27(1), 95-112.

Từ khóa:

night-time economy, purchase behavior, S-O-R model, eWOM, influencer marketing, Gen Z, perceived location safety.

File PDF