원문정보
초록
영어
Cambodia retail industry starts to entry SNS market. The online market of Cambodia is very unique. Facebook users of Cambodia are purchasing products, without electronic payment and delivery system. Therefore, this study focused on the immature online environment, proved the influencing factors of purchase intention on SNS. And also this study proved that the influencing factors on purchase intention are different, depending on whether or not a purchase experience exists. As results of analyzing with full data, price reduction, convenience, and customer service had significant impacts on purchase intention. The experienced group has significant effects of price reduction and customer service on purchase intention, while the inexperienced group has significant effects of convenience and customer service on purchase intention. This study provides marketing and strategic implications for companies seeking to enter the online market of Cambodia.
목차
1. Introduction
2. Literature Review
2.1 Price Reduction
2.2 Convenience
2.3 Information Sharing
2.4 Customer Service
3. Research Hypotheses
3.1 Price Reduction and Purchase Intention
3.2 Convenience and Purchase Intention
3.3 Information Sharing and Purchase Intention
3.5 Experience Difference in Online Shopping
3.4 Customer Service and Purchase Intention
4. Research Method
4.1 Data Collection
5. Analysis
5.1 Measurement Model
5.2 Structural Model
6. Conclusion and Implication
References