The Impact of Cultural Factors on Online Consumer Behavior of Gen Z In Vietnam: A Study In Hanoi, Vietnam

This study focuses on analyzing the impact of cultural factors on the online shopping behavior of Generation Z in Vietnam. Based on a research model that includes independent variables (personal values, social influence, and cultural media influence), mediating variables (attitude and emotions towards online shopping), and dependent variables (online shopping behavior of Gen Z), the study was tested using structural equation modeling (SEM). The results show that cultural factors play an important role in shaping the shopping behavior of Gen Z. Personal values such as brand trust and the desire for self-expression have a positive impact on purchasing attitudes. Social influences from family, friends, and online communities strongly affect both attitudes and behaviors. In particular, advertising messages and media content that reflect Vietnamese culture create a deep emotional connection, which in turn stimulates shopping behavior. Moreover, attitudes and emotions during online shopping act as mediators, adjusting the relationship between cultural factors and purchasing behavior. These findings provide practical insights for businesses in developing appropriate marketing strategies, leveraging cultural factors to enhance promotional effectiveness and connect with Gen Z customers.