社會媒體對消費者購買目的之影響的調查研究
調查區域：越南

社會媒體已經並將於二十一世紀迅速發展，其如新鮮的市場營銷基礎一樣，能讓網友們通過社會媒體彼此溝通並能對一般商標了解。既便利又易用，因此越來越多企業和消費者選用社會媒體去根據自己的需求銷售及購買產品。本研究的目的在於電子口碑 (Electrical Word of Mouth - EWOM)以及社會媒體要素對消費者購買意圖的廣告、信念作用進行調查。一個已作出的理論模型主要根據各種資料和兩項原理論，包括技術接受模型 (Technology Acceptance Model - TAM)和社會認知論 (Social Cognitive Theory - SCT)。用考察方法對越南208個人進行訪問。本研究證明電子口碑(EWOM)的廣告及信念已直接影響到消費者的產品購買意圖並在增加其購買意圖中起著重要作用。本研究所作出的理論貢獻及其實踐意義已經討論過並同時提出了將來要繼續研究的各項問題。

關鍵字

社會媒體；信念；電子口碑(EWOM) ；技術接受模型；社會認知論；購買意圖

並列摘要

The rapid rise of social media in the 21st century allows users to connect with each other and participate in the brand in general. Because of facility and easy to use, more and more business and consumers choose using social media for marketing and shopping needs. The aims of this study is to investigate the role of trust, electrical word of mouth (EWOM) and the factors of social media on customer purchasing intention. The framework of this study based on previous literature and two theories including the technology acceptance model (TAM) and social cognitive theory (SCT). Data was collected from 208 respondents in Vietnam. This study indicated that trust and EWOM had directly impacts on purchase intention and plays an important role for increasing consumers’ purchase intention. The research implications on the finding and recommendation for future study were discussed.

並列關鍵字

Social media ； Trust ； EWOM ； Technology acceptance model ； Social cognitive theory ； Purchase intention.

參考文獻

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國際替代計量

社會媒體對消費者購買目的之影響的調查研究調查區域：越南

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