Factors affect customer engagement behaviour in purchasing decorating items on social commerce platforms in Ho Chi Minh City
Under the massive influence of social commerce platforms associated with the rising demand for online shopping especially after the impact of the global pandemic, the need for in-depth research about customer behaviours has become an essential goal in the Vietnamese Marketing field. Correspondingly,...
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| Định dạng: | Research Paper |
| Ngôn ngữ: | English |
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University of Economics Ho Chi Minh City
2024
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| Chủ đề: | |
| Truy cập trực tuyến: | https://digital.lib.ueh.edu.vn/handle/UEH/71222 |
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oai:localhost:UEH-712222024-06-28T20:02:57Z Factors affect customer engagement behaviour in purchasing decorating items on social commerce platforms in Ho Chi Minh City Hoàng Viễn Phương Hoàng Cửu Long Phạm Yến Linh Lưu Ngọc Phương Uyên Đoàn Thị Minh Huyền Nguyễn Ngọc Mai Nguyên Customer engagement behaviour Social commerce Decorating items Ho Chi Minh City Vietnam Under the massive influence of social commerce platforms associated with the rising demand for online shopping especially after the impact of the global pandemic, the need for in-depth research about customer behaviours has become an essential goal in the Vietnamese Marketing field. Correspondingly, this study aims to scrutinise the factors that drove the customer engagement in the scenario of online shopping on social platforms in Ho Chi Minh City. Through the fusion of quantitative (main) method, this research conducts study extracted from the survey-based data collected from the participation of 350 respondents in Ho Chi Minh City for the purpose of investigating what is underlying the engagement and purchase interaction of the customer while interacting with the brand. Evaluated from the theoretical material and result data, this research aimed for the contribution to the academic resources for the future study specified in marketing and customers behaviour. Practically, this could be a supportive reference for marketing managers across sectors especially in the modern era of online shopping. 2024-06-26T01:08:51Z 2024-06-26T01:08:51Z 2023 Research Paper https://digital.lib.ueh.edu.vn/handle/UEH/71222 en Giải thưởng Nhà nghiên cứu trẻ UEH 2023 reserved 125 p. University of Economics Ho Chi Minh City |
| institution |
Đại học Kinh tế Thành phố Hồ Chí Minh |
| collection |
DSpaceUEH |
| language |
English |
| topic |
Customer engagement behaviour Social commerce Decorating items Ho Chi Minh City Vietnam |
| spellingShingle |
Customer engagement behaviour Social commerce Decorating items Ho Chi Minh City Vietnam Hoàng Viễn Phương Factors affect customer engagement behaviour in purchasing decorating items on social commerce platforms in Ho Chi Minh City |
| description |
Under the massive influence of social commerce platforms associated with the rising demand for online shopping especially after the impact of the global pandemic, the need for in-depth research about customer behaviours has become an essential goal in the Vietnamese Marketing field. Correspondingly, this study aims to scrutinise the factors that drove the customer engagement in the scenario of online shopping on social platforms in Ho Chi Minh City. Through the fusion of quantitative (main) method, this research conducts study extracted from the survey-based data collected from the participation of 350 respondents in Ho Chi Minh City for the purpose of investigating what is underlying the engagement and purchase interaction of the customer while interacting with the brand. Evaluated from the theoretical material and result data, this research aimed for the contribution to the academic resources for the future study specified in marketing and customers behaviour. Practically, this could be a supportive reference for marketing managers across sectors especially in the modern era of online shopping. |
| author2 |
Hoàng Cửu Long |
| author_facet |
Hoàng Cửu Long Hoàng Viễn Phương |
| format |
Research Paper |
| author |
Hoàng Viễn Phương |
| author_sort |
Hoàng Viễn Phương |
| title |
Factors affect customer engagement behaviour in purchasing decorating items on social commerce platforms in Ho Chi Minh City |
| title_short |
Factors affect customer engagement behaviour in purchasing decorating items on social commerce platforms in Ho Chi Minh City |
| title_full |
Factors affect customer engagement behaviour in purchasing decorating items on social commerce platforms in Ho Chi Minh City |
| title_fullStr |
Factors affect customer engagement behaviour in purchasing decorating items on social commerce platforms in Ho Chi Minh City |
| title_full_unstemmed |
Factors affect customer engagement behaviour in purchasing decorating items on social commerce platforms in Ho Chi Minh City |
| title_sort |
factors affect customer engagement behaviour in purchasing decorating items on social commerce platforms in ho chi minh city |
| publisher |
University of Economics Ho Chi Minh City |
| publishDate |
2024 |
| url |
https://digital.lib.ueh.edu.vn/handle/UEH/71222 |
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AT hoangvienphuong factorsaffectcustomerengagementbehaviourinpurchasingdecoratingitemsonsocialcommerceplatformsinhochiminhcity |
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