探討越南社群網路對線上及實體通路與消費者購物行為之中介效果？

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/27987

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Title:	探討越南社群網路對線上及實體通路與消費者購物行為之中介效果？
Other Titles:	How does Social Networking Mediate the Relationship between Consumer Shopping Behavior and Online-Offline Channel Integration in Viet Nam?
Authors:	陳氏忠 CHUNG, TRAN THI
Contributors:	企業管理學系管理科學碩博士班紀信光 CHI, HSIN-KUANG
Keywords:	在線－離線渠道整合;社交網絡;消費者購物行為;購物習慣;感知風險;感知質量;感知社交 Online-Offline Channel Integration;Social Networking;Consumer Shopping Behavior;Shopping Habit;Perceived Risk;Perceived Quality;Perceived Social
Date:	2019
Issue Date:	2022-02-22 14:59:57 (UTC+8)
Abstract:	廣泛的社交網絡平台遍布全球，對現代的在線商業模式產生了強大的影響，如 Facebook 和 Instagram，為新的在線企業家（電子商務）創造了巨大的機會。電子商務和社交媒體的結合塑造了新的強大和有效的模式，為在其戰略中成功應用這一點的賣家帶來巨大的利潤。在社交商務中，公司可以接近越來越多的潛在客戶，並吸引他們購買和推廣銷售流程，讓有關人員參與討論公共社交網頁中的產品，包括個人和團體。社交商務不僅是品牌公司的良好環境，也是小型初創賣家的好地方，他們希望嘗試自己的業務，並為客戶提供更多選擇，以便進行有趣和方便的購物體驗。因此，本文旨在研究社交網絡作為調解在線-離線渠道整合（OI）與消費者購物行為之間關係的主要因素的影響。該調查是針對具有在線購物體驗或通過社交網絡平台進行在線購物的在線用戶的行為。通過在線收集數據並使用 SPSS 和其他方法分析數據，得出結果。總共300 個數據點建議收集經常使用社交網絡作為在線購物工具的用戶的受訪者。研究結果表明，消費者購物行為受 OI 背景下社交網絡的顯著影響，感知質量和感知風險適度社會感知因素給出了合同受訪者。此外，在購物習慣對 OI 與消費者行為之間關係的調節作用也很顯著，使企業更多地考慮在適當的背景下理解越南人的購物習慣，以有效地與他人競爭力量。這項研究的結果也有助於澄清答案是，隨著 4.0 電子商務時間背景的快速發展，在未來幾年內，在線商店是否會取代越南的實體店。此外，對在線消費者購買行為的研究可以為企業提供有效的策略和廣告，以接近潛在的在線消費者並推動他們購買越來越多的產品。　　The widely of Social Network platform spread around the world has strong influence to modern online business model in nowadays, such as Facebook andInstagram, has created great chances for new online entrepreneur (e-commerce). The combination of e-commerce and social media shaping to new powerful andeffectiveness model which bring huge profit for seller who apply successful this in their strategy. In social commerce, the firms can approach more and more potential customer and attract them to buy and promote selling process to concerned people to engage in discussing about the product in public social networking page including personal and group. Social commerce is not only a good environment for brand firms but a good place for small start-up seller who want to try their business and offer for customers more choices in conducting experience interesting and convenient shopping ever. Thus, the paper aim to investigate the effects of Social networking as a main factor which mediate the relationship between Online-Offline channel integration (OI) and consumer shopping behavior. The survey was conduct to online users who had online shopping experience or intent for online shopping through Social networking platform. Collecting data by online and using SPSS and others methods to analyze data give out the result. A total of 300 data points suggested collect respondent of users who frequently using social network as a tool for online shopping. The research result indicate that the consumer shopping behavior is significant affected by social networking in OI context with Perceived quality and Perceived risk moderate Social perceive element give out contract respondent. Moreover, under moderating effect of shopping habit to relationship between OI and Consumer behavior is also significant and make the firms more consider about understanding shopping habit of Vietnamese in proper context to get strength compete to others effectively. The findings of this study also contribute a part of making clarify the answer is whether online store will replace physical store in Vietnam or not in the next few years with rapidly development of 4.0 e-commerce time context. Furthermore, research on online consumer purchasing behavior could support for firms the effective strategy and advertising to approach the potential online consumers and push them to purchase more and more product.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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