ANALYZING FACTORS INFLUENCING YOUTH PURCHASE INTENTION TOWARDS AFFILIATE MARKETING PROGRAMS. A CASE STUDY IN VIETNAM
With the advancement of social media platforms, affiliate marketing has become a key strategy for the majority of Vietnamese e-commerce companies. It has facilitated potential conditions for promoting advertising performance and customers' purchase intentions between E-commerce businesses when applying affiliate marketing tactics. Can Tho city was chosen for the geographical research with the goal of examining the factors influencing the youth's purchasing intentions via affiliate marketing programs in Vietnam. The experiment was conducted with 324 Can Tho consumers, and the model research was based on the TRA and TAM, previous models. The research results revealed that Perceived Usefulness has the most influence on purchase intention among youth in Can Tho, whereas “perceived risk” has a negative impact on their intentions.
affiliate marketing, purchase intention, youth, Can Tho city.