000			03299nas a2200349 a 4500
005			20260817162320.0
008			211001s2020 th uu m rtt 0| a1eng
035			_a.b12373254
099		9	_aAIT RSPR no.SM-20-22
100	1		_aJiang, Shan
245	1	3	_aAn analysis of consumer purchasing behavior for luxury goods on the social and e-commerce platform : _ba case study of red
300			_a43 leaves : _bill. + _e1 online resource
490	1		_aResearch studies project report ; _vno. SM-20-22
500			_aA research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration
502			_aResearch Studies Project Report (M. BA.) - Asian Institute of Technology, 2020
520			_aNowadays, China's rapidly changing Internet technology and the rapid popularization of e-commerce have driven the rise of domestic luxury online consumption. With its efficient resource integration and scale advantages, luxury e-commerce platforms are gradually becoming the mainstream trend of luxury online transactions. At present, sharing, interaction, and social networking have become essential elements of the Internet platform. More and more consumers tend to learn from the users on the Internet to share the product information they need and make shopping decisions. This article divides the sharing of community application users into four dimensions, and studies how they influence consumers' willingness to purchase through user-generated content (UGC), perceived usefulness and para-social interaction. It uses the RED platform as a case study. This research uses the quantitative analysis research method. About 250 questionnaires were obtained via online channel. Then, the data were analyzed and presented using descriptive analysis, reliability and factor analysis, and structural equation modeling (SEM) to draw relevant conclusions and recommendations. The findings suggest that UGC, perceived usefulness, and para-social interaction are significantly and positively related to consumer purchase intention. As a product of UGC in the new media environment, RED has the dual identities of the e-commerce platform and social platform. Studying the communication characteristics of RED can explore the influence of media in the Internet era on social interaction and the changes brought to the consumer environment. Provide new ideas for future Internet consumption and socializing.
650		0	_aConsumer behavior _zChina _vCase studies
650		0	_aElectronic commerce _zChina _vCase studies
700	0		_aSununta Siengthai, _eChairperson
700	0		_aVimolwan Yukongdi, _eExamination Committee
700	1		_aZimmermann, Willi, _eExamination Committee
710	2		_aChina Scholarship Council (CSC), _eScholarship Donor
810	2		_aAsian Institute of Technology. _tResearch studies project report ; _vno. SM-20-22
856			_3Full-Text _uhttp://203.159.5.9/ait-thesis/detail.php?q=B14759
907			_a.b12373254 _bmnait _cm
902			_a240418
998			_b0 _c211001 _dm _ea _fm _g3
945			_lmnarc
942			_c67
909			_aBarcode : - _bCREATED : 2021-09-23 _cRECORD # : i1335081x _dLPATRON : 0 _eLCHKIN : - _f# RENEWALS : 0 _g# OVERDUE : 0 _hIUSE3 : 0 _iTOT CHKOUT : 0 _jTOT RENEW : 0
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