RESEARCH ON THE IMPACT OF SHORT VIDEO MARKETING ON THE PURCHASE INTENTION OF GENERATION Z IN MEKONG DELTA

Abstract

This research paper investigates the impact of short-video marketing on the purchase intention of Generation Z consumers in Vietnam’s Mekong Delta region. Understanding the preferences and behaviors of this significant consumer segment is crucial for businesses to design effective marketing strategies. The study uses a quantitative approach to explore various factors associated with short-video marketing, such as interesting content, scenario-based experience, user interaction, perceived usefulness, perceived enjoyment, and involvement of celebrities. It examines how these factors influence customer brand attitude, which in turn affects purchase intention. Data is collected from 350 valid responses from 2 universities and 3 high schools in the Mekong Delta through an online survey. Statistical analysis is conducted using Cronbach’s Alpha Reliability Test in SPSS, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Structural Equation Modeling (SEM), and One-way ANOVA test. The findings from SEM analysis reveal that interesting content, scenario-based experience, user interaction, perceived usefulness, perceived enjoyment, and involvement of celebrities significantly and positively impact consumer brand attitude. Moreover, consumer brand attitude strongly influences purchase intention.