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| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | Duan Yun Long | - |
| dc.contributor.author | Guohua Chang | - |
| dc.date.accessioned | 2022-12-14T02:28:01Z | - |
| dc.date.available | 2022-12-14T02:28:01Z | - |
| dc.date.issued | 2021 | - |
| dc.identifier.uri | https://rsuir-library.rsu.ac.th/handle/123456789/1328 | - |
| dc.description | Thesis (MBA (Business Administration)) -- Rangsit University, 2021 | en_US |
| dc.description.abstract | 随着互联网社交技术的快速发展，社交媒体与电子商务深度融合成为社交化 电子商务。作为一种新型的电子商务形式，社交化电子商务在下沉市场获得了巨 大成功，随之而来社交化电子商务也越来越受到企业和学术界的广泛关注。 本文在详细梳理了电子商务、社交电商和信息系统成功理论的相关领域 研究文献进行梳理后，结合社交电商的发展现状，借助于信息系统成功理论， 提出了社交电商平台的信息质量因素、系统质量因素、服务质量因素、团购 产品因素和消费者个人因素可能对社交电商下沉市场消费者使用意愿产生影 响的研究假设，并设计了调查问卷。 最后得出信息质量因素、系统质量因素、服务质量因素、团购产品因素均对 社交电商下沉市场消费者使用意愿有显著正向影响，即以上因素越强，下沉市场 消费者对社交电商平台的使用意愿就越强。通过样本描述，得出消费者个人因素 中职业、性别、年龄、人均可支配收入等对平台的使用意愿也具有影响 | en_US |
| dc.language.iso | zh | en_US |
| dc.subject | E-commerce -- markets | en_US |
| dc.subject | Economic assistance | en_US |
| dc.subject | Willingness to pay | en_US |
| dc.title | Impact of socialized e-commerce on consumers willingness to use in The Sinking Marktt | en_US |
| dc.title.alternative | 社交化电子商对下沉市场消费者使用意愿的影响研究 | en_US |
| dc.type | Thesis | en_US |
| dc.description.other-abstract | commerce have been deeply integrated into social e-commerce. As a new form of e-commerce, social e-commerce has achieved great success in a sinking market. Business has attracted more and more attention from enterprises and academia. After the researcher studied and gathered the relevant research literature of e-commerce, social e-commerce and the information system success theory in detail, this article combined the success theory of information system and the development status of social e-commerce. Moreover, information quality factors, system quality factors, and service quality factors were proposed. Group buying product factors and consumers' personal factors possibly affected consumers' willingness to use products in the sinking market. Then, questionnaires were designed. Finally, the conclusion showed that information quality factors, system quality factors, service quality factors and group purchase product factors had a significant positive impact on consumers' willingness to use social e-commerce in the sinking market. The stronger the above factors were, the greater the willingness of consumers to use the platform was. Through the sample description, it could be concluded that consumers' personal factors including occupation, gender, age, per capita disposable income, will also have an impact on the willingness to use the platform | en_US |
| dc.description.degree-name | Master of Business Administration | en_US |
| dc.description.degree-level | Master's Degree | en_US |
| dc.contributor.degree-discipline | Business Administration | en_US |
| Appears in Collections: | InCC-BA-M-Thesis | |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| GUOHUA CHANG.pdf | 1.21 MB | Adobe PDF | View/Open |
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