The Impact of Social Network Functionality on Consumer Attitudes and Behavioral Intention

• Main Authors: Nguyen Thi-Phuong-Thuy, 阮氏芳水
• Other Authors: Yen-Ting Chiu
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/24055457852950396984

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.