The influence of socio-psychosocial factors on product judgments and willingness to buy foreign products of Generation Z in Vietnam’s cross-border e-commerce

The digital economy has bridged gaps between nations, significantly boosting the popularity of cross-border e-commerce and online purchases. This study investigates the socio-psychological factors influencing Generation Z’s willingness to purchase foreign products in Vietnam. A questionnaire employing a seven-point Likert scale was designed to assess two-dimensional variables among Vietnamese Gen Z consumers. A structural model was developed and analyzed using the PLS-SEM technique. SmartPLS software was utilized for data analysis. Participants comprised Generation Z individuals (aged 18-27) residing and employed in Vietnam. Data were collected via Google Forms questionnaire distributed to the target population from October 2023 to April 2024, yielding 575 valid responses. The findings indicate that competitive pricing and product uniqueness significantly affect consumers’ product judgments. Additionally, various key factors influence the likelihood of purchasing foreign products. These insights can inform the development of marketing strategies aimed at enhancing the competitiveness of domestic companies against foreign products. AcknowledgmentThe authors wish to express our deep gratitude to all survey participants for taking the time to share their information, significantly contributing to the success of this study.