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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/5839

Title: The Impact of Marketing Mix and Social Media Influencer on Online Customers’ Purchase Intention: A Case Study of JD.com
Authors: Qiwei Huang
Keywords: Marketing Mix
Social Media Influencers
Purchase Intention
Issue Date: 2024
Publisher: Bangkok University
Abstract: This research aimed to study the impact of perception of marketing mix and social media influencer on online customers’ purchase intention among Chinese JD users. One hundred and sixty-two Chinese JD users participated in the survey research. The respondents were Chinese customers aged 18 years to 40 years old and are currently using JD online platform during the last 6 months. The respondents were selected using purposive sampling and convenience. The mean, standard deviation, and hypotheses were analyzed using Regression analysis. The findings revealed that (1) product, place, and promotion are significant predictors of respondents’ purchase intention of JD.com products. However, price is not significant predictors of respondents’ purchase intention of JD.com products and (2) found that social influencer can significantly influence the respondents’ purchase intention of JD.com products.
Description: Master of Communication Arts Program in Global Communication (International Program)
Advisor(s): Pacharaporn Kesaprakorn
URI: http://dspace.bu.ac.th/jspui/handle/123456789/5839
Appears in Collections:Independent Studies
Independent Studies - Master

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