| Summary: | 碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 104 === Today the development of the internet is more and more growing, especially in the field of electronic commerce. The competitions to attract more customers will become more cutthroat. The competitions between the available brand are cutthroat inherently. So how to build a new brand and attract the attention of customers will become more difficult. The goal of this study is using the customers’ Motivation, opportunity, ability (MOA) to purchase intention of new brand in e-commerce industry in Vietnam. Then find out what determines success in using MOA to build a new brand in e-commerce industry in Vietnam. Which factors are significant impacts on customer attraction Value creation through customer-to-customer exchange occurs when the perceived benefits of a brands offering are increased as a result of customers’ interaction with one another. C2C exchange exists in a wide variety of service environments, both online and face-to face. And this case will focus on online. Drawing on the motivation, opportunity, and ability (MOA) framework, this research presents and tests a theoretical model that examines antecedents and outcomes of C2C exchange in the context of customer’s networking behavior.
The questionnaire was conducted with a sample of 203 respondents who have experience in online trading activities. SmartPLS was used for data analysis This case also explore and test the between attitude including self congruity ideal congruity and customer’s motivation, opportunity, ability as predictor of future purchase intention. The results show a three-way interaction effect among the MOA factors, that the MOA model does predict the level of C2C exchange, and that C2C exchange does enhance purchase intention of customer.
|
|---|
