Browsing by Subject "Internet marketing -- China"

Now showing 1 - 2 of 2
  • Thumbnail Image
    Publication
    Investigating the impact of social media marketing to consumers’ purchase intention in Rosewood Bangkok hotel : a study with moderated value of consumer perceived value
    (University of the Thai Chamber of Commerce (UTCC), 2024)
    Penghui, Shi
    ;
    Li Li
    ;
    International Business
    ;
    University of the Thai Chamber of Commerce. International Business
    ;
    University of the Thai Chamber of Commerce. International School of Management
    This paper explores the impact of social media marketing (online advertising, e-word of mouth, social interaction) on consumer purchase intention of the Rosewood Bangkok through the intermediate variables of consumer perceived value. It aims to provide advice, inspiration and direction for Rosewood Bangkok on social media marketing. The data collection and research of this paper were carried out by questionnaire survey and quantitative method, and the relationship between variables was observed by statistical analysis of different data, including reliability and validity, model summary, multiple regression, analysis of variance, KMO and Bartlett's Test, etc. The results show that social media marketing (online advertising, electronic word of mouth, social interaction) has a positive impact on consumer perceived value and consumer purchase intention, and consumer perceived value has a positive impact on consumer hotel purchase intention. Some useful conclusions for Rosewood Bangkok can be drawn from the results of the study. First, there is a huge opportunity for hotels to leverage social media marketing. Through targeted online marketing campaigns highlighting the advantages, values and unique features of Rosewood Bangkok, merchants can increase the attraction of Chinese and Thai consumers and increase their willingness to purchase. Second, after recognizing the impact of social media marketing, hotels should focus on leveraging Rosewood brand awareness in their marketing strategies. Building a solid brand reputation, encouraging positive word of mouth, and motivating satisfied customers to tell their friends and family about their experiences (social interaction and electronic word of mouth) can enhance the perceived value and appeal of Rosewood Bangkok to consumers. Third, it is essential to provide comprehensive information and assistance to consumers. Rosewood Bangkok can showcase its service and product features on various social media platforms and has customer service to actively deal with questions and difficulties raised by relevant consumers, in order to build a good corporate image. To sum up, Rosewood Bangkok can focus on enhancing social media marketing to increase consumer awareness and popularity on social media. By leveraging and implementing social media marketing, this will increase hotel profitability and support hotel word-of-mouth building to succeed in a highly competitive hotel market.
      87  874
  • Thumbnail Image
    Publication
    Study on influencing factors of users' intention to use Pinduoduo app in Yunnan province, China
    (University of the Thai Chamber of Commerce (UTCC), 2024)
    Ting, Li
    ;
    Li, Li
    ;
    International Business
    ;
    University of the Thai Chamber of Commerce. International Business
    ;
    University of the Thai Chamber of Commerce. International School of Management
    In recent years, with the mature application of mobile Internet technology and the popularity of intelligent mobile devices, online shopping has become a trend, and PJD has emerged in this context. As one of the mainstream social e-commerce platforms in China, Pinduoduo is committed to providing users with valuable goods and interesting interactive shopping experiences, making "more affordable, more fun" the mainstream of consumers. Exploring consumers' willingness to use PJD Apps and influencing factors is of great guiding significance for the future construction of "Internet +" business model. By using the UTAUT theoretical model, this study constructs the research hypothesis with performance expectation, effort expectation, social influence, contributing conditions, perceived risk and perceived entertainment as the core variables. Samples were collected through questionnaires, and SPSS software was used to conduct an empirical study on the survey results. The results show that: (1) Performance expectation, effort expectation, social influence, facilitating conditions and perceived entertainment have positive effects on users' use of Pinduoduo app; (2) Perceived risk has a significant negative impact on users' willingness to use Pinduoduo app, especially in terms of satisfaction and continuous use. The research results validate the theory of UTAUT, and further expand the application prospect and theoretical value of UTAUT theoretical model in the field of social e-commerce platform. According to the research conclusions, focusing on the characteristics and application of Pinduoduo e-commerce mode, focusing on the core factors affecting users' willingness to use, the paper puts forward three suggestions to improve the software functions, improve the service characteristics of Pinduoduo software, optimize the business model, establish the brand image of Pinduoduo software, and increase the user experience of Pinduoduo software.
      51  824