Research on the effect of brand ambassador on the purchase intention of Generation Z in Mekong Delta

Abstract

This study aims to determine the relationship between factors related to brand ambassadors and the purchasing intentions of Gen Z. The study surveyed the provinces and cities in the Mekong Delta region with respondents belonging to Generation Z and obtained 200 survey samples from respondents. The data used in the study was collected by the convenience sampling method. Factors of brand ambassadors' impact purchasing intentions of Generation Z in the Mekong Delta were measured and determined through descriptive statistics, Cronbach’s Alpha coefficient test, exploratory factor analysis (EFA), and linear regression analysis. The results of the study showed that there are 6 factors affecting Gen Z's purchasing intentions, including Reliability, Suitability, Affection, Specialize, Attitude, and Attraction. Based on the study, the group proposed some management implications for businesses to choose appropriate brand ambassadors and increase revenue from their products and services