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THE IMPACT OF STORE ONLINE REVIEW ON PURCHASE INTENTION VIA EMOTIONAL TRUST AS MEDIATING FACTOR OF SHOPEE FASHION PRODUCT: CASE OF GEN Z CUSTOMER IN HO CHI MINH CITY

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Author: 
Pham DucAnh and *Lai VinhPhuc
Country: 
Vietnam
Volume & Issue: 
Volume 07, Issue 01, January 2025
Page No: 
7671-7676
Abstract: 

The research emphasizes the significance of authentic and positive feedback in shaping customer perceptions, particularly in the competitive field of online fashion retail. Retailers like Shopee are encouraged to focus on maintaining genuine reviews and fostering customer satisfaction to build long-term trust. By leveraging the power of emotional trust, businesses can enhance customer loyalty and increase sales. This research provides valuable insights for e-commerce platforms, emphasizing that prioritizing trust-building strategies is essential for success in today’s dynamic online shopping environment.

KeyWords: 
Online review, emotional trust, inconsistent review, purchase intention, Gen Z, fashion product.
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