Earticle

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

Abstract
 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

키워드

저자

• Pichponreay Ly [ Chungbuk National University ]
• Wan-Sup Cho [ Chungbuk National University ]
• Sun-Dong Kwon [ Chungbuk National University ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005