The Impact of Facebook on Online Shopping Attitudes for air Conditioners in the age of Digital Transformation

Studies have shown that attitude will have a positive impact on purchase, and customers' attitudes towards shopping will be affected by various factors when they shop on social networks, such as Facebook. The purpose of this study is to synthesize the main factors affecting the purchasing attitude on Facebook of young people in Ho Chi Minh City, especially in the digital transformation era, in which the study focuses on Generation Z customers who are young customers with frequent online shopping behavior. The study combines qualitative and quantitative research methods to achieve the research objectives. The results of the study showed that information, entertainment, interaction, credibility, and personalization positively affect purchasing attitude; annoyance and sociability have a negative impact on purchasing attitude of young people on Facebook in the digital transformation era. Through the research results, some managerial implications for online businesses are also proposed.