tailieunhanh - Factors impact consumers' buying decision in social network online purchase the significance of word of mouth in functional foods market: A study in Ho Chi Minh city, Vietnam

This research aims to evaluate the impacts of word-of-mouth, trust and perceived value as predicting factors on customers’ behavior in functional foods market in social networks. Based on the proposed relationships of word-of-mouth, trust, perceived value, purchase intention and purchase decision, a model has been established. | Factors impact consumers' buying decision in social network online purchase the significance of word of mouth in functional foods market: A study in Ho Chi Minh city, Vietnam

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