CSDL Bài trích Báo - Tạp chí
From AI recommendations to purchase intention : exploring consumer psychology in the Vietnamese e-commerce market (the case of Da Nang)
Tác giả: Ngo Pham Uyen Vy, Nguyen Thai Ha, Le Hoang Thien Tan
Số trang:
P. 176-188
Số phát hành:
Số 05(72)
Kiểu tài liệu:
Tạp chí trong nước
Nơi lưu trữ:
03 Quang Trung
Mã phân loại:
658
Ngôn ngữ:
Tiếng Anh
Từ khóa:
Purchase intention, AI-based recommendation, e-commerce
Chủ đề:
E-commerce
Tóm tắt:
This study tests an integrated model combining the Technology Acceptance Model (TAM), Expectancy-Value Theory (EVT), and the Stimulus-Organism-Response (SOR) framework to explain how AI-based personalized recommendations influence consumer behavior in Vietnam’s e-commerce context. Data from 303 frequent users in Da Nang who frequently use Shopee, TikTok Shop, and Lazada were analyzed using Partial Least Squares Structural Equation Modeling (PLSSEM).