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Ruijie Zeng. Factors affecting trust in social commerce. Master's Degree(Business Administration). Kasetsart University. Office of the University Library. : Kasetsart University, 2017.
Factors affecting trust in social commerce
Name: Ruijie Zeng
LCSH:
Kasetsart University
-- Theses. M.B.A. 2017
Classification :.LCCS: HF5548.32
LCSH:
Electronic commerce
LCSH:
Internet marketing
LCSH:
Consumer behavior
LCSH:
Information technology
-- Economic aspects
Abstract:
The objectives of this study aim to 1) study the factors affecting customer trust under a social commerce context and 2) compare the influence degree of these affecting factors on different customers with different personal characteristics ( gender, age, education background, incomer level, online shopping frequency, and time length of online shopping experience). The population of the study comprised social commerce users who had online shopping experience on any social networking sites either in China or Thailand. A sample of 400 respondents was drawn by using convenience sampling method. The data was gathered by self- administered questionnaire. The data was analyzed by descriptive statistics including frequency, percentage, mean, and standard deviation. Hypotheses were tested by inferential statistics including t- test, F- test, and LSD at 0.05 significant levels. The results of the study revealed that the size of social commerce vendor had the lowest influence degree on trust for both Chinese and Thai customers. Whereas, after- sales service had the highest influence level on Chinese customers and transaction safety had the highest influence degree on Thai customers. The results of the hypothesis testing indicated that the factors affecting trust in social commerce vendors had significantly different influence degrees on customers with different gender, age, education, monthly income and time length of online shopping experience. Meanwhile, the factors affecting trust in social commerce vendor had no significant difference influence degree on customers with different online shopping frequency.
Kasetsart University. Office of the University Library
Address:
Bangkok
Email:
tdckulib@ku.ac.th
Name: Nirundon Tapachai
Role:
Thesis Advisor
Name: Nuttapon Punpugdee
Role:
Thesis Co-Advisor
Created:
2017
Modified:
2566-06-30
Issued:
2023-06-30
วิทยานิพนธ์/Thesis
application/pdf
URL: https://kasetsart.idm.oclc.org/login?url=https://www.lib.ku.ac.th/KUthesis/2560/ruijie-zen-all.pdf
CallNumber:
HF5548.32.Z46
eng
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Administration
Grantor: Kasetsart University
©copyrights Kasetsart University
RightsAccess:
ใช้เวลา
0.020887 วินาที
Ruijie Zeng
| Title | Contributor | Type |
|---|---|---|
| Factors affecting trust in social commerce
มหาวิทยาลัยเกษตรศาสตร์ Ruijie Zeng | Nirundon Tapachai Nuttapon Punpugdee | วิทยานิพนธ์/Thesis |
Nirundon Tapachai
Nuttapon Punpugdee
| Title | Creator | Type and Date Create |
|---|---|---|
| Brand value, promotional activities, customer relationship management factors on : implication on Matress shops in Songkhla province
มหาวิทยาลัยเกษตรศาสตร์ Nirundon Tapachai ;Chuenjit Changchenkit ;Nuttapon Punpugdee | Kanokrat Chaitada | วิทยานิพนธ์/Thesis |
| Factors affecting trust in social commerce
มหาวิทยาลัยเกษตรศาสตร์ Nirundon Tapachai;Nuttapon Punpugdee | Ruijie Zeng | วิทยานิพนธ์/Thesis |
| The risk perceptions and adoptions of E-Commerce users towards digital currency
มหาวิทยาลัยเกษตรศาสตร์ Nirundon Tapachai;Nuttapon Punpugdee | Siow Vic Yeo | วิทยานิพนธ์/Thesis |