Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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Influencing Factors of Purchase Intention on Social Commerce in Cambodia : The Moderating Roles of Experience

  • Received : 2017.02.10
  • Accepted : 2017.02.18
  • Published : 2017.03.31
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Abstract

Cambodia retail industry starts to entry SNS market. The online market of Cambodia is very unique. Facebook users of Cambodia are purchasing products, without electronic payment and delivery system. Therefore, this study focused on the immature online environment, proved the influencing factors of purchase intention on SNS. And also this study proved that the influencing factors on purchase intention are different, depending on whether or not a purchase experience exists. As results of analyzing with full data, price reduction, convenience, and customer service had significant impacts on purchase intention. The experienced group has significant effects of price reduction and customer service on purchase intention, while the inexperienced group has significant effects of convenience and customer service on purchase intention. This study provides marketing and strategic implications for companies seeking to enter the online market of Cambodia.

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