Health and Fitness

The use of dietary supplements and vitamin consumption during and after the Covid pandemic in Vietnam: a perspective of user-generated content

M. Ha, G. Nguyen, et al.

Explore how User-Generated Content on Facebook affects Vietnamese consumers' purchase intentions for vitamin and dietary supplements during the COVID-19 pandemic. Discover insights from a study conducted by Minh-Tri Ha, Giang-Do Nguyen, Thi Huong-Thanh Nguyen, and Bich-Duyen Thi Nguyen.

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Playback language: English

Index

Abstract

This paper examines the key determinants of User-Generated Content (UGC) on Facebook influencing Vietnamese consumers' purchase intention of vitamin and dietary supplement products during the COVID-19 pandemic. A cross-sectional online survey of 331 respondents from three Vietnamese regions revealed that UGC quality, quantity, trust, and utilitarian value positively correlated with purchase intention, while hedonic value did not. The findings contribute to understanding COVID-19's impact on health supplement consumption and provide a basis for future research.

Publisher

Humanities & Social Sciences Communications

Published On

Nov 21, 2023

Authors

Minh-Tri Ha, Giang-Do Nguyen, Thi Huong-Thanh Nguyen, Bich-Duyen Thi Nguyen

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