Impact of socialized e-commerce on consumers willingness to use in The Sinking Marktt

Guohua Chang

Please use this identifier to cite or link to this item: https://rsuir-library.rsu.ac.th/handle/123456789/1328

Title:	Impact of socialized e-commerce on consumers willingness to use in The Sinking Marktt
Other Titles:	社交化电子商对下沉市场消费者使用意愿的影响研究
Authors:	Guohua Chang
metadata.dc.contributor.advisor:	Duan Yun Long
Keywords:	E-commerce -- markets;Economic assistance;Willingness to pay
Issue Date:	2021
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
metadata.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
Description:	Thesis (MBA (Business Administration)) -- Rangsit University, 2021
metadata.dc.description.degree-name:	Master of Business Administration
metadata.dc.description.degree-level:	Master's Degree
metadata.dc.contributor.degree-discipline:	Business Administration
URI:	https://rsuir-library.rsu.ac.th/handle/123456789/1328
metadata.dc.type:	Thesis
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

Show full item record