Consumer behaviour in mobile social media: A study of Chinese cosmetic buyers in WeChat
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/22302 |
Resumo: | The growth of Chinese Cosmetic Market and use of WeChat to make various purchases especially cosmetics by the users have garnered significant attention. However, there is a lack of empirical studies examining consumer behaviour when it comes to purchasing cosmetics on WeChat by the WeChat users. This study attempts to fill that gap in the literature. First, by surveying the existing literature, this study constructs a modified version of Decomposed Theory of Planned Behaviour. Second, using survey, data are collected from 150 Chinese WeChat users. And finally, Regression Analyses are used for validating the proposed model. The findings of this study indicate that Attitude and Perceived Behaviour Control have significant influence on WeChat users’ Behaviour Intention, but such influence was not observed for Subjective Norms and Bandwagon Effect. The findings of this study will help cosmetic companies to formulate effective promotion strategies to enhance consumers’ Behaviour Intention to purchase their products on WeChat. Furthermore, companies must ensure the ease of use and compatibility of their systems to influence higher purchase intention for their users. |
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Consumer behaviour in mobile social media: A study of Chinese cosmetic buyers in WeChatDecomposed theory of planned behaviourConsumer behaviour of WeChat usersAnálise de regressão -- Regression analysisFactors affecting cosmetic purchase intentionThe growth of Chinese Cosmetic Market and use of WeChat to make various purchases especially cosmetics by the users have garnered significant attention. However, there is a lack of empirical studies examining consumer behaviour when it comes to purchasing cosmetics on WeChat by the WeChat users. This study attempts to fill that gap in the literature. First, by surveying the existing literature, this study constructs a modified version of Decomposed Theory of Planned Behaviour. Second, using survey, data are collected from 150 Chinese WeChat users. And finally, Regression Analyses are used for validating the proposed model. The findings of this study indicate that Attitude and Perceived Behaviour Control have significant influence on WeChat users’ Behaviour Intention, but such influence was not observed for Subjective Norms and Bandwagon Effect. The findings of this study will help cosmetic companies to formulate effective promotion strategies to enhance consumers’ Behaviour Intention to purchase their products on WeChat. Furthermore, companies must ensure the ease of use and compatibility of their systems to influence higher purchase intention for their users.2022-02-12T00:00:00Z2021-02-12T00:00:00Z2021-02-122020-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/22302TID:202661474engZhiqing Weninfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:25:08Zoai:repositorio.iscte-iul.pt:10071/22302Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:11:23.958330Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Consumer behaviour in mobile social media: A study of Chinese cosmetic buyers in WeChat |
title |
Consumer behaviour in mobile social media: A study of Chinese cosmetic buyers in WeChat |
spellingShingle |
Consumer behaviour in mobile social media: A study of Chinese cosmetic buyers in WeChat Zhiqing Wen Decomposed theory of planned behaviour Consumer behaviour of WeChat users Análise de regressão -- Regression analysis Factors affecting cosmetic purchase intention |
title_short |
Consumer behaviour in mobile social media: A study of Chinese cosmetic buyers in WeChat |
title_full |
Consumer behaviour in mobile social media: A study of Chinese cosmetic buyers in WeChat |
title_fullStr |
Consumer behaviour in mobile social media: A study of Chinese cosmetic buyers in WeChat |
title_full_unstemmed |
Consumer behaviour in mobile social media: A study of Chinese cosmetic buyers in WeChat |
title_sort |
Consumer behaviour in mobile social media: A study of Chinese cosmetic buyers in WeChat |
author |
Zhiqing Wen |
author_facet |
Zhiqing Wen |
author_role |
author |
dc.contributor.author.fl_str_mv |
Zhiqing Wen |
dc.subject.por.fl_str_mv |
Decomposed theory of planned behaviour Consumer behaviour of WeChat users Análise de regressão -- Regression analysis Factors affecting cosmetic purchase intention |
topic |
Decomposed theory of planned behaviour Consumer behaviour of WeChat users Análise de regressão -- Regression analysis Factors affecting cosmetic purchase intention |
description |
The growth of Chinese Cosmetic Market and use of WeChat to make various purchases especially cosmetics by the users have garnered significant attention. However, there is a lack of empirical studies examining consumer behaviour when it comes to purchasing cosmetics on WeChat by the WeChat users. This study attempts to fill that gap in the literature. First, by surveying the existing literature, this study constructs a modified version of Decomposed Theory of Planned Behaviour. Second, using survey, data are collected from 150 Chinese WeChat users. And finally, Regression Analyses are used for validating the proposed model. The findings of this study indicate that Attitude and Perceived Behaviour Control have significant influence on WeChat users’ Behaviour Intention, but such influence was not observed for Subjective Norms and Bandwagon Effect. The findings of this study will help cosmetic companies to formulate effective promotion strategies to enhance consumers’ Behaviour Intention to purchase their products on WeChat. Furthermore, companies must ensure the ease of use and compatibility of their systems to influence higher purchase intention for their users. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-10 2021-02-12T00:00:00Z 2021-02-12 2022-02-12T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/22302 TID:202661474 |
url |
http://hdl.handle.net/10071/22302 |
identifier_str_mv |
TID:202661474 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799134668182781952 |