AFFECTION OF VIETNAMESE SOCIAL NETWORK ON E-COMMERCE BEHAVIORS
Journal Title: European Journal of Business and Social Sciences - Year 2017, Vol 6, Issue 5
Abstract
The Vietnamese social media such as Facebook, Twitter, Go.vn and others has provided a powerful community network giving insights into consumer needs and behavioral intentions. This study explores how Social network affect consumer behaviors through consumer participation in an online shopping community and what motivates consumers to take part in the community activities. The findings of this study suggest that members of Social Media communities including seller and consumer have these motives for participating in online community activities: trust, perceived functional benefits, social benefits, perceived costs and time pressure that is indirectly via consumer attitude towards participation in the community. The experimental results also verify that the consumer participation affects consumer behaviors intentions in a way that benefits social network for e-commerce. Participation increases the intention to purchase, the intention to create positive word-of-mouth and the intention to make constructive suggestions, and reduces the propensity to leave the relationship with the social media community.
Authors and Affiliations
Vo Thuan Hai| Department of Business Administration, Soongsil University, Korea, Kyeong Seok Han| Department of Business Administration, Soongsil University, Korea
Keywords
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