This study uses the UTAUT2 (Unified theory of acceptance and use of technology) model as well as adding other factors such as Platform Usability, User Autonomy to determine the behavioral intention and behavior of online shoppers using e-commerce applications (ECAs) in Vietnam. Using the analysis results from structural equation modeling, it was shown that Social Influence, Use Proficiency, Hedonic Motivation, User Skill, Effort Expectancy positively affect Behavioral Intention. At the same time, Behavioral Intention is negatively affected by Performance Expectancy. Behavioral Intention and Facilitating Conditions are two factors that positively affect Use Behavior. Besides, User Autonomy negatively affects Use Behavior. The research results are an important basis for ECAs providers, managers and stakeholders to apply in assessing the behavioral intentions and behaviors of online shopping customers using ECAs in Vietnam to promote the use of ECAs in online shopping.

This research was conducted with the intention of investigating and analyzing the factors that influence the views that consumers have of advertising on social media platforms. The goal of this study is to look at the many ways that new media ads affect consumers’ purchasing behavior. An evaluation of the validity and reliability of the measures has been carried out with the assistance of confirmatory factor analysis. In addition, the quantitative research approach makes use of both simple random sampling and statistical sampling. The information was gathered via the use of a questionnaire that was issued to fans of new media. Using a Likert scale with five points, the questionnaire’s questions were evaluated to ensure that they were appropriately worded. The total sample size that is employed is 359. The purchase behavior of consumers of new media has been evaluated based on five variables, including the ability to attract attention, provide amusement, establish legitimacy, emphasize creative character qualities, and evoke emotional appeal. The objective of this study paper is to investigate the impact that advertisements broadcast via new media have on consumers’ decision-making processes regarding the acquisition of goods and services. The research’s findings show that when consumers are weighing their options for purchase, advertisements having the largest impact on their purchasing decisions in new media. With the goal of offering important insights into the new media advertising industry, the author seeks to link these results with pertinent ideas from the theoretical framework.

In the realm of evolving e-commerce sales channels, the e-commerce sale of agricultural products has become a vital avenue for cherry farmers. However, a notable discrepancy exists between the intentions and actual behaviors of cherry farmers regarding e-commerce participation. In this study, binary logistic regression and interpretive structural model were used, and the cherry producing area of Yantai City, Shandong Province, China, was taken as the study area, and a total of 501 actual valid questionnaires were returned, and the validity rate of the questionnaires was 95.1 per cent. The results of the study show that the deviation of cherry farmers’ willingness and behavior is mainly affected by age, frequency of online shopping, whether to participate in e-commerce training, and whether to join a cooperative in farmers’ individual characteristics, revenue expectations and profit expectations in behavioral attitudes, government publicity and neighborhood effects in subjective norms, e-commerce use in perceived behavioral attitudes, the number of agricultural population in household resource endowment and logistics costs and e-commerce training in external scenarios Impact. On this basis, the 11 influencing factors are analyzed in depth and three transmission paths are analyzed. The study further proposes recommendations to enhance the translation of cherry farmers’ e-commerce intentions into action, such as bolstering e-commerce promotion, increasing the frequency of training, improving supporting infrastructure, and reducing logistics costs.

This study aims at analyzing the consumers’ perception towards online purchasing bakery goods on subjective norm (SN), computer self-efficacy (CSE), and technology acceptance model (TAM). Convenience sampling was used and the final sample of respondents was made of 344 participants, with an effective recovery rate of 96%, who bought bakery goods on the LINE social platform in Nantou County. Descriptive statistics, confirmatory factor analysis, and SEM structural equation model were used to test the research hypothesis. The results show that after adding external variables to the technology acceptance model (TAM), the application of purchasing bakery goods online is significant; the consumers’ behavior of purchasing bakery goods online, subjective norm (SN), computer self-efficacy (CSE), and technology acceptance model (TAM) have cause-and-effect relationships. This research concludes that it is easy, helpful, and worthy to use the Internet to buy bakery goods.

As the second most polluting industry in the world, the fashion industry has a critical impact on the environment. The development of sustainable fashion is conducive to reducing the environmental pollution caused by the fashion industry. China has the largest consumer market in the world, and the Chinese government and major companies have made considerable contributions to the sustainable development of the fashion industry. However, research regarding young women’s attitudes towards this topic remains under-explored. This study interviewed 30 young women of different ages from different places in China. Based on the theory of planned behavior (TPB), a semi-structured interview was used as a data collection method, and thematic analysis was adopted for data analysis. This paper discusses young Chinese female consumers’ attitudes towards sustainable fashion and analyzes the motivating factors and hindrance factors affecting the consumption intentions of young Chinese female consumers towards sustainable fashion. The research found that young Chinese female consumers generally hold a positive and supportive attitude towards sustainable fashion. Consumers’ perceptions of sustainable fashion, their self-perceptions, and their level of green awareness all significantly impact their attitudes and purchase intentions toward sustainable fashion. Consumers feel low social pressure, and Chinese society demonstrates a high level of acceptance and praise for sustainable concepts. However, the lack of purchasing channels and choices for sustainable fashion in China and the high cost of sustainable fashion products discourage consumers from making purchases. This study will be beneficial as a reference when the Chinese government makes sustainable policies to guide consumers toward sustainable fashion consumption. This study helps enterprises select target markets in China and formulate sustainable fashion marketing strategies and targeted advertising. This study contributes to increasing consumer awareness of sustainable fashion, as well as providing reference and reflective value when consumers purchase sustainable fashion products. Finally, this study will help promote the development process of sustainable fashion in Chinese society, make contributions to reducing the waste of social resources, promoting the recycling of resources, and improving social conditions, and put forward specific solutions and feasible suggestions for the development of sustainable fashion in Chinese society.