Overseas Vietnamese’s Consumer Behaviour in Purchasing Beauty Products using Mobile Commerce
Linh, Pham (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022111122520
https://urn.fi/URN:NBN:fi:amk-2022111122520
Tiivistelmä
This study introduces the results from a qualitative research method of overseas Vietnamese young consumers regarding how social influence, price, promotion, positive attitude, perceived usefulness, product risk, perceived risk, and traditional shopping influence their behaviour of purchasing beauty products in Vietnam using mobile commerce platforms.
The theoretical framework discusses previous studies on the topic with the Conceptual Framework of Online Shopping Behaviour and the Process of Making Decisions model, which are used as research lens for this study. A qualitative method is used to collect data through semi-structured focus group discussion with consumers between the ages of 20-25. The data are analysed through thematic analysis approach, where possible factors affecting consumers’ mobile commerce purchase decision are identified and presented.
According to the study, social influence, price, promotion, positive attitude, product risk, and perceived risk are among the factors that motivate consumers to use mobile commerce platforms to purchase beauty products. Overseas Vietnamese consumers' positive attitudes towards the availability of a wide range of beauty products seem to be the most crucial factor for continuing to purchase beauty products, while perceived risk associated with third-party deliveries seems to be the most challenging obstacle that might discourage consumers from continuing to purchase.
The theoretical framework discusses previous studies on the topic with the Conceptual Framework of Online Shopping Behaviour and the Process of Making Decisions model, which are used as research lens for this study. A qualitative method is used to collect data through semi-structured focus group discussion with consumers between the ages of 20-25. The data are analysed through thematic analysis approach, where possible factors affecting consumers’ mobile commerce purchase decision are identified and presented.
According to the study, social influence, price, promotion, positive attitude, product risk, and perceived risk are among the factors that motivate consumers to use mobile commerce platforms to purchase beauty products. Overseas Vietnamese consumers' positive attitudes towards the availability of a wide range of beauty products seem to be the most crucial factor for continuing to purchase beauty products, while perceived risk associated with third-party deliveries seems to be the most challenging obstacle that might discourage consumers from continuing to purchase.