Abstract
This study examines factors affecting the intention to purchase technology products on e-commerce platforms of university students in Ho Chi Minh City, Vietnam, including Brand equity, Country of Origin and Influencer Marketing. This study conducted a survey from August 2023 to September 2023 with 342 qualified questionnaires processed and analyzed using SMART-PLS software. The results indicate that country of origin, influence marketing, and brand equity are three important indicators related to consumers' intention to purchase technology products in the context of social commerce. Research has concluded that attitude and influence marketing are two powerful factors that influence purchasing intention today. This research will help businesses better understand customer behavior, thereby improving the effectiveness of future business plans and marketing communication strategies, helps attract more customers, increase sales and profits.
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