Back Issues 11-20

FURTHER EXAMINING THE INFLUENCES OF FACEBOOK

INTERACTIVITIES ON CONSUMERS’ PURCHASING INTENTION - AN EMPIRICAL CASE IN VIETNAM

Dr. Ching-Sung Lai*

Department of International Tourism and Hospitality, I-Shou University, Taiwan

*Corresponding Author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Chi Dung Nguyen

Manager, Ngoc Lam Restaurant, Hanoi, Vietnam

Abstract

Consumers’ thought, especially the favor tendency and purchasing intention, is vital to a company. The continuous in-coming customers not only can help a company to survive but also can provide the necessary capital for the expansion. Understanding the advertisement's effectiveness on the website can provide valuable information to make appropriate decisions for the company. This study aimed to further examine the impacts of essential components of Facebook interactivity on the consumers’ purchasing intention and develop suitable marketing strategies for the restaurants in Hanoi, VN. Six factors, comments, information sharing, price, location, credibility and restaurant image are selected to analyze the purchasing intention. The results showed that the factors of location, price and information sharing have significant influences on consumers’ purchasing intention while others don’t. Some suggestions and management implications of the results are proposed.

Keywords: Restaurant, Advertisement, Purchase Intention, Facebook Interactivity 

Attachments:

0992 Final.pdf

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153 kB