| dc.description.abstract | Social commerce emerged as a recently rising phenomenon of e-commerce
and the growing role of social media with a rapid expansion. This study investigates
the Vietnam social commerce sector, focusing on the social elements that influence
young HCMC customers' buying intention. Following the previous research, the
proposed model was built and applied as the theoretical framework for this study
includes six independent variables (Economy, Necessity, Reliability, Interaction, Sales
Promotion, and eWOM Engagement), one dependent variable (Purchase Intention), and
the impact of Social Support on eWOM.
In terms of methodology, this research used SPSS to perform EFA,
Correlation, and Multiple Linear Regression on data gathered via questionnaire survey.
Young people in Ho Chi Minh City who have bought on social commerce platforms
are the target responders, and the approach used is non-probability sampling.
Additionally, except for the Sales Promotion (which has no association with
respondents’ purchase intention), the major findings of this article reveal that there are
strong correlations between the postulated relationships. Necessity is regarded as one
of the most significant factors. Furthermore, eWOM Engagement plays a crucial role
in mitigating the influence of Purchase Intention. The other hypotheses were shown to
have a strong bond on the connection to the dependent factor. On the other hand, Social
Support also indicates its relationship with eWOM.
Last but not least, the limitations with data collecting and analysis methods
are originally unavoidable. However, the research could provide several suggestions
for businesses looking to extend their social commerce company, as well as some
constraints that future research may enhance and examine deeper into this industry. | en_US |
