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研究生:良德重
研究生(外文):LUONG DUC TRONG
論文名稱:越南電子產品消費特性之研究:交易資料之分析
論文名稱(外文):A Study of Consumption Characteristics of Electronic Products in Vietnam: A Transaction Data Analysis Approach
指導教授:吳建興吳建興引用關係
指導教授(外文):CHIEN-HSING WU
口試委員:吳傳春趙建雄
口試委員(外文):CHUAN-CHUN WUCHIAN-HSUENG CHAO
口試日期:2021-04-19
學位類別:碩士
校院名稱:國立高雄大學
系所名稱:國際企業管理碩士學位學程
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2021
畢業學年度:108
語文別:英文
論文頁數:51
外文關鍵詞:consumption characteristicsconsumer electronics retailconsumer electronics marketconsumer behaviorpurchase decision
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The Vietnamese consumer electronics retail business has a tremendous purchasing power in recent years. It is driven by two factors: the middle-class growth rate and rapid urbanization. However, the competition is getting fierce so many retailers must close the business. The demand for research toward this business is therefore very necessary. Through research results, retailers can apply to improve sales. By using a quantitative analysis method on the data of Mobile World JSC (Công ty Cổ phần Thế Giới Di Động) - the biggest consumer electronic retailer in Vietnam, this research determines the consumer characteristics in purchasing consumer electronic products based on location, time, price range factors. The research found a significant difference in purchasing frequency based on days of the week, but there isn’t a similar difference based on hours of the day and store locations. Price ranges, days of the week, and hours of the day are also not significant determinants to predict purchase. Research implications and future research are discussed.
CHAPTER 1: INTRODUCTION…....……………....……………………………..……….1
1.1 Background …………………………………………………………………………….1
1.2 Motivation and Objective……………………………………………………………....6
1.3 Research Procedure…...………...…….………………………………………………..7
1.4 Thesis Overview……………..…………………………………………………………8
CHAPTER 2: LITERATURE REVIEW ...…………………………………………………9
2.1 Consumer Electronics Market….………………………………………………………9
2.2 Consumer Behavior………...…………………………………………………………13
2.2.1 Definition of Consumer Behavior………………....……………………………13
2.2.2 Role of Consumer Behavior Research …………….……………………………15
2.2.3 Consumer Behavior in Vietnam Market ………………………………………..15
2.3 Regional and Temporal Issues in Consumer Electronics Market……………………...20
2.4 Electronic Products in Vietnam ..………………………………………………………21
CHAPTER 3: RESEARCH METHOD……………………....……………………………23
3.1 Research Framework and Hypothesis…………………...……………………………23
3.2 Research Data……………....…………………………………………………………24
3.3 Data Analysis Techniques ….…………………………………………………………25
CHAPTER 4: RESULTS AND DISCUSSION ……………....……………………………26
4.1 Descriptive Statistics……….…………………………………………………………26
4.1.1 Price ranges …………..…………………………………………………………26
4.1.2 Transaction days……...…………………………………………………………27
4.1.3 Transaction hours ………….……………………....……………………………28
4.1.4 Locations ……………..…………………………………………………………28
4.2 Hypothesis Test …………….…………………………………………………………29
4.3 Discussion and Implications...…………………………………………………………31
CHAPTER 5: CONCLUSION….…………………………………………………………35
5.1 Research Findings ………….…………………………………………………………35
5.2 Research Suggestions……....…………………………………………………………36
5.3 Limitations and Future Studies...………………………………………………………36
REFERENCES…………………...…………………………………………………………38
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