The Impact of Social Network Functionality on Consumer Attitudes and Behavioral Intention
碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 101 === Online marketing communication has grown rapidly in recent years, and Social Network Sites (SNS) have become a new important marketing tool. Facebook is one of popular SNS with many applications that are offered to more than 950 million users all over the...
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ndltd-TW-101NKIT53210062017-04-16T04:34:31Z http://ndltd.ncl.edu.tw/handle/24055457852950396984 The Impact of Social Network Functionality on Consumer Attitudes and Behavioral Intention 社群網路功能性對於消費者態度和行為意圖的影響 Nguyen Thi-Phuong-Thuy 阮氏芳水 碩士 國立高雄第一科技大學 國際管理碩士學位學程 101 Online marketing communication has grown rapidly in recent years, and Social Network Sites (SNS) have become a new important marketing tool. Facebook is one of popular SNS with many applications that are offered to more than 950 million users all over the world. With Fan Page and Group, purchasing via Facebook is available now; users will become customers and buyer as well. The purpose of this study is to focus on Vietnamese consumer’s behavioral intention and their attitude when using social network to make a purchase. A framework is developed which consists of three major elements: Social network function, Attitude towards social network, and Behavior intention. The model is tested on 210 users in Vietnam. Those data were analyzed in SPSS. The results showed that there are significant relations among Social network function, Attitude and Behavioral intention. Hence, consumers tended to use social network to purchase and share their experiences with friends. Moreover, the results will help current e-commerce businesses understand the importance that online social networking increasingly has over potential customers. Above information could offer some ideas for businesses and advertisers to reconsider what kinds of product information and advertisement would catch consumers’ attentions. Yen-Ting Chiu 邱彥婷 2013 學位論文 ; thesis 68 en_US |
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碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 101 === Online marketing communication has grown rapidly in recent years, and Social Network Sites (SNS) have become a new important marketing tool. Facebook is one of popular SNS with many applications that are offered to more than 950 million users all over the world. With Fan Page and Group, purchasing via Facebook is available now; users will become customers and buyer as well.
The purpose of this study is to focus on Vietnamese consumer’s behavioral intention and their attitude when using social network to make a purchase. A framework is developed which consists of three major elements: Social network function, Attitude towards social network, and Behavior intention.
The model is tested on 210 users in Vietnam. Those data were analyzed in SPSS. The results showed that there are significant relations among Social network function, Attitude and Behavioral intention. Hence, consumers tended to use social network to purchase and share their experiences with friends. Moreover, the results will help current e-commerce businesses understand the importance that online social networking increasingly has over potential customers. Above information could offer some ideas for businesses and advertisers to reconsider what kinds of product information and advertisement would catch consumers’ attentions.
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author2 |
Yen-Ting Chiu |
author_facet |
Yen-Ting Chiu Nguyen Thi-Phuong-Thuy 阮氏芳水 |
author |
Nguyen Thi-Phuong-Thuy 阮氏芳水 |
spellingShingle |
Nguyen Thi-Phuong-Thuy 阮氏芳水 The Impact of Social Network Functionality on Consumer Attitudes and Behavioral Intention |
author_sort |
Nguyen Thi-Phuong-Thuy |
title |
The Impact of Social Network Functionality on Consumer Attitudes and Behavioral Intention |
title_short |
The Impact of Social Network Functionality on Consumer Attitudes and Behavioral Intention |
title_full |
The Impact of Social Network Functionality on Consumer Attitudes and Behavioral Intention |
title_fullStr |
The Impact of Social Network Functionality on Consumer Attitudes and Behavioral Intention |
title_full_unstemmed |
The Impact of Social Network Functionality on Consumer Attitudes and Behavioral Intention |
title_sort |
impact of social network functionality on consumer attitudes and behavioral intention |
publishDate |
2013 |
url |
http://ndltd.ncl.edu.tw/handle/24055457852950396984 |
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