Free Essay Example: Purchase Intention of Chinese College Student

Published: 2023-01-19
Free Essay Example: Purchase Intention of Chinese College Student
Type of paper:  Dissertation proposal
Categories:  College Data analysis Branding Social media Social media marketing
Pages: 7
Wordcount: 1684 words
15 min read

Technological advancements in the business environment have necessitated the need to establish new methods of trading. Organizations have prioritized going digital on such platforms as social media. The overall selling points recently have expounded from the stores to online retailing as used by giant corporations such as Amazon. Therefore, due to technological advancement, the research is worth undertaking since many organizations have not fully incorporated social media selling platforms in their operations, thereby creating a gap in the market. Hence the main objective of this study is to investigate the online purchasing intention among Chinese College students in the social media applets. College students are learners seeking professional certificates or associated degrees under the supervision of an acetified tutor.

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Background Information

In the contemporary business society, many organizations have transformed digital wise and thus have ensured that various goods and services are available to consumers via various social media platforms. Notably, for long-term survival and sustainability of every organization, consumers should be treated as key organization asset and thus their purchase intentions should be key organizational objectives (Payne & Holt, 2001). Moreover, in the competitive market, organizations have paid much attention on consumers purchase intentions and concerns including product safety concerns, protection of personal details, quality and pricing concerns. Every organization operating online must strive to achieve this objective to maintain its reputation and to control a significant market share in their respective industry (Wang & Tsai, 2014).

Undeniably, Technology has been evolving at a very fast pace that sometimes makes it difficult for tech users to adapt accordingly. Social media platforms may include social media applets such as Twitter links, Facebook platform, and other media platforms. The study of information behavior is essential in to establish the effect of technology, information and purchasing intention of various individuals (Payne & Holt, 2001). Notably, investigative analysis of the buying intention on the social media platform is useful in determining the media applets effect (Nah-Hong, 2007).

Aims and Objectives of the Study

The purchasing process for consumers to buy a particular product or brand is impacted by such factors as packaging, design, brand awareness, fashion, celebrity endorsement, and even sometimes current generational culture and practices experienced in such institutional settings as colleges (Blackwell, Miniard, and Engel, 2011). Therefore, the aim of the study includes;

To investigate the various connections between purchasing intentions of Chinese college students in social media applets and informational behavior.

To critically evaluate key factors including purchasing agencies such as Daigou, celebrity effect, brand awareness, and public information.

To select a target group that would enable quick facilitation of information such as Chinese College students which in the long run shows an effective depiction on purchasing intention

The case study uses Chinese college students to identify the research objectives and goals. Additionally, an analysis of factors such as celebrity effect, information behavior, brand awareness, publicity information on daigou, and information flow will help determine how the selling corporation has diversified its e-commerce approach in the college.

Problem Statement

The increasing venture of e-commerce by different corporations has created the need for more advanced approaches on social media platforms. Different firms fail to link the factors affecting the purchase intention of Chinese college students on mobile social media platforms with information behavior. The social media applets use by young people is highly dependent on awareness. Therefore, the study aim to achieve solution to such concerns as

  1. The role of social media applets and information behavior on the buying intention.
  2. Determination of the various social media applets and their contribution to information behavior and purchasing intention.
  3. Celebrity effect on purchasing power and low-level brand awareness.

There is a noteworthy positive relationship at 10% level between the basic achievement variables and accomplishment of Electronic Customer Relationship Management execution from understudy points of view

There is a significant positive relationship between daigou and informational management in the various cluster groups.

Study Limitations

One of the most significant limitations of the study includes the sampling size and the categorization of the various social media platforms. The sampling size of the social media applets is college students which is an advanced demographic which can be widespread throughout the country. Thus the findings cannot be generalized for all types of individuals that use the social media applets. The generalization of the different companies is also difficult as they may be using the different social media applets to sell their goods to the college student.

Literature Review

Information Behavior

Information behavior entails how consumers use the information to achieve such objectives as purchasing intentions. Therefore, organizations must be wary of consumers' informational behavior in order to predict their purchasing intentions. Particularly consumers have constantly gathered various information concerning the associated companies before purchasing their desired products and services. Notably, this information has originated from a combination of fixed informational sources. Consumers' purchase intention is the first step for determining the associated information behavior through the incorporation of their past decision making patterns using social media applets.

According to a study conducted by David and Benedikte Interactive in 2004, the most frequent techniques of gathering information prior to making a purchase include; company website, conversation with a person not associate to the company or association with company representatives (David and Benedikte, 2004). The information behavior is also highlighted as human conduct in relation to sources, channels and other modules of information broadcast. The human conduct also is shown in terms of how the information is utilized to perform more productive functions pertaining to the information set (Mai, 2016). Additionally, information behavior is also an art used in the library and information science.

How many social media customers including college students form their purchasing intention is dependent on informational behavior among other factors as product and service value distribution which has hypothetical relationship with the decisions college students make. The art application of information behavior involves a sub-discipline that mostly involves a wide scope in research that is intended in comprehending how the human relationship with availed data (Badwan et al., 2017). Information is generally regarded as the factual, statistical, and/or procedural data that is absorbed by the various audiences. The recent advancements in the technology have resulted in the prompt spread of information on the various platforms. Spread of data from one level to the other level has been made easier by various websites, platforms, and applications and purchasing agencies.

Moreover, it has been revealed that the actual informational behavior demonstrated by college students has a perfect relationship with the probability of attaining the expected product from the social media applets. This can either increase or moderate their purchasing behavior. Notably, the growing database of information necessitates the need for the various media platforms to filter info and specialize on the intended data to be received by the target audience. Absorption of information on various platforms results to a vast effect of perception and attitude towards a certain product, item, object, service, or social media platform. Different social media platforms have different users according to the intended type of audience. Information behavior can be studied either on a small scale or a large-complex group.

The behavior of consumers will have significant value if the information they have obtain concerning an organization reputation, celebrity inclusion and its products and services leads to such behavior as repeated purchase from the social media applets. Therefore, understanding of the informational behavior of individuals requires a study of the social interactions of the group with the information relayed. However, information behavior should not be based on the communicational, psychological, educational, and sociological aspect. Moderately, the information behavior study mostly limits the impact and conduct on certain information on people. The information flow at colleges is at greater levels where utilization of the campus network facilitates fast-tracking of info spread.

Consumers can locate various information to make them be acquitted with effective product prior knowledge. Therefore, inadequate prior product knowledge can hinder their search for relevant information making them to demonstrate either way purchasing behavior (David and Benedikte, 2004). In addition, information behavior research has developed monstrously from its dispersed beginnings before in the twentieth century. We currently have a more and less shortsighted comprehension of how individuals interface with data (Mai 2016 p.1). We comprehend Information behavior better inside social settings and as incorporated with social practices and qualities.

The further multifaceted nature of info looking for using different advancements and classes is coming to be better understood, however, there is substantially more to be contemplated. Notably, every second and minute there are approximately six billion individuals who are collaborating with data around the world, drawing on subjective and developmentally molded practices, on social forming and environmental expectations, and cooperating with each information technology from the book to the remote handheld cell phone (Mai 2016 p.2). There is incomprehensibly considerably more to find out about data conduct. Therefore, consumers choosing shopping applets are influenced by such factors as organization past reputation, response from past buyers and such factors as price.

Celebrity Effect on Purchasing

Celebrity endorsement on the products may have an adverse effect on the various purchasing intentions of a group of people. Celebrity endorsement is one of the oldest forms of advertising since the 18th century when Josiah Wedgewood, a businessman in England created a tea brand set for Queens Charlotte (Knoll and Matthes 2017 p56). Rapidly, every Tom, Dick, and Harry heard of the tea and they started referring to the tea as "Queensware" due to its sophisticated design and erudition. The branding of the tea increased his sales and his advancements in the business making his brand one of the most competitive in the market (Davis, 2017 p.2). The psychological effect is in that humans tend to believe that they are receiving advice from a friend on the need to purchase the product (Oyeniyi, 2014 p.2). In conclusion, celebrity increases brand awareness and trust consumers can have on a product. For instance, two decades ago one could not step into a commercial bank without seeing a teen pop icon having the image of Britney spears endorsing Pepsi. Therefore, such endorsements have improved organization's legacy and thus making consumers purchase the products of the associated company (Oyeniyi, 2014 p.2).

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