VGU RESEARCH REPOSITORY
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Title: | Factors affect on consumer's buying intention toward online group-buying in Vietnam | Authors: | Nguyen Thi Phuong | Keywords: | Consumer's buying intention;Online group-buying;Customer behavior | Issue Date: | 2014 | Publisher: | Vietnamese-German University | Abstract: | Group buying (i.e. collective buying, group purchase) has existed in marketplaces for several decades. It is defined as the purchase from a group of consumers who seeks to get products or services at the cheapest price but in the best quality. Recently, group buying model has been developing rapidly and impressively in Vietnam as a type of online shopping, especially in some large cities such as Ho Chi Minh City, Ha Noi and Da Nang. There are a lot of companies which has engaged on this model. It helps not only the agents, suppliers but also the customers in the way of trading. Blooming like the mushroom after the rain, group-on buying clone sites in Vietnam has faced with lots of difficulties. How to be sustainable and develop well in this market is a big question for almost vendors. However, there is few studies which examining this target market. Most of these studies focus on the topics of trust, customer behavior and e-commerce but not much in a gap of customer buying intention with trust, brand and website quality. Therefore, this study aims at investigating the motivations that influence customers’ buying intention as well as service quality of group buying. This research will find out that website quality, brand and trust are critical factors influenced customer buying intention and are the most important factors. |
URI(1): | http://epub.vgu.edu.vn/handle/dlibvgu/864 |
Appears in Collections: | MBA |
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Factors affect on consumer's buying intention toward online group-buying in Vietnam.pdf | 1.36 MB | Adobe PDF |
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