A Framework of Theoretical Perspectives in Purchase Decision of Jewelry from Social Networking Sites

PARAMIN, CHUANGEMANEE and PRATTANA, PUNNAKITIKASHEM (2016) A Framework of Theoretical Perspectives in Purchase Decision of Jewelry from Social Networking Sites. In: Fourth International Conference On Advances In Economics, Social Science and Human Behaviour Study - ESSHBS 2016, 07-08 May 2016, Bangkok, Thailand.

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Abstract

Previous studies show that social networking has tremendous effect on our daily life and consumer behavior. It has been rapidly grown in a few year in Thailand. Many companies have use social network as platform to offer products. Jewelry is an interesting product containing special characteristic. There are increasingly numbers of online stores were selling jewelry products in social networking sites. This study explores the factors which influence purchase decision of jewelry items from social networking by employing value framework theory, which consists of functional values, emotional values, and social values. The study proposes the conceptual framework for purchasing decision of jewelry from social networking sites, which is crucial for jewelry business.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: jewelry, social networking, value framework
Depositing User: Mr. John Steve
Date Deposited: 23 Mar 2019 12:09
Last Modified: 23 Mar 2019 12:09
URI: http://publications.theired.org/id/eprint/824

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