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Purpose: The aim of this study is to investigate the impact of e-review on iGen's propensity to purchase online. Especially, it can be better understood by dissecting the relationship among 3 variables of e-review (review valence, quantity of e-review and quality of e-review), e-satisfaction, and intention to buy.   Theoretical framework: This study classifies e-reviews according to their valence, quantity, and quality based on the study of Khammash (2008).   Design/methodology/approach: The PLS-SEM method was used to analyze data collected from online surveys administered to a sample of 222 iGen in Ho Chi Minh City to assess the hypotheses behind the study. Additionally, the Artificial Neural Network technique was used to separate SEM predictors that were relatively important.   Findings:  There are three results from the investigation: It has been found that (1) e-satisfaction is positively affected by valence, (2) e-satisfaction is generally increased with the high quality of e-review, but the quantity of e-review does not necessarily affect customers' e-satisfaction, and (3) e-satisfaction given in the context of an e-commerce platform has a strong effect on customers' online shopping intention. This study sheds new light on iGen's online buying habits and offers valuable management implications for iGen, online merchants, and e-commerce sites.   Research, Practical & Social implications:  E-reviews have become a significant factor in determining consumers' online purchase decisions. They also assist iGen in understanding how a qualified e-review—one that is clear, understandable, helpful, and has enough justification to support the opinions—will be advantageous for other consumers who wish to shop online.   Originality/value:  Provides the theory of e-review and its role in the online business environment. In addition, understand more about the behavior of igen, an age with a huge amount of spending on an online shopping platform.

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Packaging design has developed into one of the most powerful tools for influencing consumer purchase preferences in today’s competitive product retailing market. The purpose of this study is to determine whether consumers’ interest in product packaging (i.e. color, image, material, printed information, and typography) correlates with their purchasing intention. The paper surveyed a focus group of 18 to 35-year-olds in Ho Chi Minh City to learn about their interest in product packaging. Before applying regression, a preliminary statistical investigation was conducted that included reliability and normality analyses. According to focus group research, product packaging has a sizable impact on consumer purchase intentions. Finally, the study concluded that businesses can not afford to overlook the impact of product packaging on consumer purchasing behavior and must establish a package design standard in order to conduct more effective marketing campaigns.