Study of the Word of Mouth effects on the Vietnamese Consumer''s Purchasing Decision in Smartphone Business

• Main Author: Thai Thuy Linh
• Other Authors: Heidi Chang
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/95766422981425801668

碩士 === 義守大學 === 管理碩博士班 === 105 === This topic is about examining the value of word of mouth to consumer’s decision and to explore more about the relationship between the word of mouth and market share in the smartphone industry. The essay aims to identify the inspiration of method on the valuation of the word of mouth advice. The methodology of this essay is based on building a framework by relevant literature on social learning and examining the level effects of word of mouth advice to consumer’s purchasing decision through the analysis of smartphone market data. The data collected to analyze this topic by survey questionnaire. The main findings of this topic are concerned about how the feedback or posted in social network and the closeness relationship influence consumer purchasing’s decision. So, this topic determines to the word of mouth such as face to face and the feedback or posted in the social network by analyzing the feedback of people in the social network and the closeness relationship between giver and receiver’s advice at group age from 16 to 44 in Vietnam.