EXPLORING YOUTH CONSUMER BEHAVIOR IN THE ERA OF DIGITAL TRANSFORMATION
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.495Từ khóa:
Digital transformation, consumer behavior, digital literacy, attitude toward digital consumption.Tóm tắt
In the context of digital transformation, this research investigates the extent to which digital literacy, electronic word-of-mouth, online shopping awareness, and social influence affect youth participation in digital markets, with attitudes toward digital consumption positioned as a mediating mechanism. Despite the rapid growth of digital platforms in emerging markets such as Vietnam, existing literature remains limited in explaining how these factors interact to shape consumer behavior among young individuals. This study utilized a quantitative approach by surveying 402 young individuals in Vietnam. The gathered data underwent rigorous analysis through the PLS-SEM technique to ensure the validity and reliability of the findings. The hypothesis testing results confirm the robustness of the proposed model, with all examined paths reaching statistical significance. Attitude toward digital consumption emerges as the strongest predictor of consumer behavior. These results emphasize the mediating function of attitude toward digital consumption in explaining how external digital stimuli are converted into consumer responses. Specifically, digital literacy, electronic word-of-mouth, online shopping awareness, and social influence positively shape consumers’ attitudes, and these attitudes then contribute to behavioral outcomes through direct and indirect pathways. Among these factors, social influence demonstrates the strongest effect on attitude formation. The findings contribute to the literature by integrating perspectives from behavioral theory and technology adoption models, offering a comprehensive framework for understanding digital consumption behavior. The study also provides practical implications for businesses and policymakers in designing effective digital strategies tailored to young consumers in emerging economies.
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