How social interation affects purchase intention in social commerce: A cultural perspective the case of rural vs urban area in Vietnam

Abstract

This study examines how social interaction affects consumers' intention to buy in the context of social commerce, specifically focusing on the cultural perspective and comparing rural and urban areas in Vietnam. The study employs a quantitative research approach, utilizing data from 340 respondents. Microsoft Excel 2013, SPSS 25.0, and Amos 24 are utilized as the primary analytical tools. The objective of this study is to examine the relationship between social interaction and purchase intention in social commerce, considering the cultural nuances between rural and urban areas. Through the quantitative analysis of survey data, the study aims to provide empirical evidence and statistical insights into the factors influencing consumer behavior in the social commerce landscape. The research methodology includes the distribution of questionnaires to a diverse sample of 340 participants, representing both rural and urban areas in Vietnam. The data collected is then analyzed using statistical techniques in Microsoft Excel 2013 and SPSS 25.0 to determine the correlations, mediating factors, and significance of social interaction on purchase intention. The findings of this study contribute to a better understanding of the relationship between social interaction and purchase intention in social commerce, within the cultural context of rural and urban areas in Vietnam. The analysis of the quantitative data helps identify the key factors and mechanisms through which social interaction influences consumer decision-making. The implications of this research are relevant for businesses, marketers, and policymakers operating in the social commerce domain. By comprehending this impact on one’s intention to buy, organizations can develop effective strategies to engage consumers and optimize their social commerce platforms. The cultural perspective further assists in tailoring approaches to meet the unique preferences and expectations of consumers in rural and urban areas.