| dc.description.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. | en_US |
