PowerPoint Presentation 1 FACTORS AFFECTING PURCHASE INTENTION THROUGH FACEBOOK THE CASE OF DNGBIKE COMPANY Student name Nguyen Thi Hong Vinh Student ID 18BA076 Instructor Le Thi Minh Duc, Ph D Da Nang, Jun2022 PhD Le Thi Minh Duc Graduation Thesis Factors affecting purchase intention through Facebook the case of DNGBIKE company 2 Descriptive statistics, Reliability test, , Exploratory factor analysis, Testing the research model and hypotheses, Anova and t test CHAPTER 4 RESULTS AND FINDINGS Ba.
Factors affecting purchase intention through Facebook: the case of DNGBIKE company FACTORS AFFECTING PURCHASE INTENTION THROUGH FACEBOOK: THE CASE OF DNGBIKE COMPANY Student name: Nguyen Thi Hong Vinh Student ID: 18BA076 Instructor: Le Thi Minh Duc, Ph.D Graduation Thesis Da Nang, Jun/2022 PhD Le Thi Minh Duc Factors affecting purchase intention through Facebook: the case of DNGBIKE company CHAPTER 1: INTRODUCTION Background and Motivation, Objectives of the study, Research subject and scope, Research methodology, Research contribution, thesis structure CHAPTER 2: LITERATURE Overview of DNGBIKE company, Purchase REVIEW intention, Research theories, Previous studies CONTENTS CHAPTER 3: RESEARCH Research approach, Research design, Building METHODOLOGY a preliminary, Qualitative research, Quantitative research CHAPTER 4: RESULTS AND Descriptive statistics, Reliability test, , FINDINGS Exploratory factor analysis, Testing the research model and hypotheses, Anova and t-test CHAPTER 5: CONCLUSIONS AND Conclusion, recommendation, limitations RECOMMENDATIONS and further research Graduation Thesis Factors affecting purchase intention through Facebook: the case of DNGBIKE company HAPTER 1: INTRODUCTION Background and Motivation Research Subject and Scope Graduation Thesis Objectives of the Study Research Methodology Research Contributio Factors affecting purchase intention through Facebook: the case of DNGBIKE company HAPTER 1: INTRODUCTION Background and Motivation • Social networks are developing strongly Facebook • Study purchase intention through Facebook the number is still quite small • The company Fanpage has more than 25,000 followers but the effect is not really good because the number of interactions is too small Research Subject and Scope Graduation Thesis Research Methodology Research Oscar VAN RIET (2020), Factors affecting purchase intention on Facebook Objectives of the Study Sulaiman, Z (2019), “The influence of Facebook features and activities on the purchase intention of consumers Trần Thảo An (2015), Nghiên cứu yếu tố ảnh hưởng đến ý định mua hàng mạng xã hội Facebook sản phẩm sữa bột trẻ em khách hàng Đà Nẵng Nguyễn Trúc Thanh Mai (2016),Contribution Nghiên cứu Research yếu tố ảnh hưởng đến ý định mua quần áo phụ nữ qua Facebook Factors affecting purchase intention through Facebook: the case of DNGBIKE company HAPTER 1: INTRODUCTION Objectives of the Study • • Background and Motivation • Research Subject and Scope Graduation Thesis Identify major factors affecting the purchase intention through Facebook, Propose a model to study the factors affecting purchase intention through Facebook In addition, propose solutions to improve the effectiveness of buying goods through Facebook and attract customers to know the company Research Methodology Research Contribution Factors affecting purchase intention through Facebook: the case of DNGBIKE company HAPTER 1: INTRODUCTION Background and Motivation Objectives of the Study Research Subject and Scope • • Research subject: Factors affecting purchase intention through Facebook: The case of DNGBIKE Scope of space: DNG BIKE company • Research period: 2019 – 2021 • Time: February 2022 to April 2022 Graduation Thesis Research Methodology Research Contribution Factors affecting purchase intention through Facebook: the case of DNGBIKE company HAPTER 1: INTRODUCTION Objectives of the Study Background and Motivation Research Methodology • Qualitative research Research Subject and Scope Graduation Thesis • Quantitative research Research Contribution Factors affecting purchase intention through Facebook: the case of DNGBIKE company HAPTER 1: INTRODUCTION Background and Motivation Objectives of the Study Research Contribution Using as a reference and partly as a theoretical basis for further studies the Research Subject and Scope Graduation Thesis Research Methodology topic helps us understand the influence of these factors on user’s purchase intention through Facebook Factors affecting purchase intention through Facebook: the case of DNGBIKE company APTER 2: LITERATURE REVIEW OVERVIEW OF DNGBIKE COMPANY - Full name: DNG BIKE CO., LTD - Tax code: 0401989856 - Date of establishment: October 20, 2013 - Address: 42 Dang Thai Mai Street, Thanh Khe District, Da Nang City Year 2019 2020 2021 Revenue from sales and service provision 146.1 1,398.1 2,154.9 2020/2019 +/% 1,252 9.57 2021/2022 +/% 755.9 Table 2.1 Company’s revenue in the period 2019 – 2021 Figure 2.3 The number of visits to the Fanpage of the DNGBIKE company Graduation Thesis 1.54 146.997 peoples Page view 57.306 peoples 3.250 new likes Factors affecting purchase intention through Facebook: the case of DNGBIKE company APTER 2: LITERATURE REVIEW PURCHASE INTENTION Ajzen 1991 The intention is composed of motivational factors that influence an individual's behavior, these factors indicate the degree of willingness or effort with which an individual is willing to perform the behavior Schiffman and Kanuk 2000 Purchase intention refers to the willingness of consumers to buy a product when they hear or see the product in person or through the media Spears and Singh 2004 Graduation Thesis Purchase intention is an individual conscious plan to make an impulse to buy something 10 Factors affecting purchase intention through Facebook: the case of DNGBIKE company APTER 2: LITERATURE REVIEW PROPOSED RESEARCH MODEL AND HYPOTHESES H1: Perceived Usefulness has a positive influence on the purchase intention through Facebook H2: Number of Likes and Follows has a positive influence on the purchase intention through Facebook H3: Post Content has a positive influence on the purchase intention through Facebook H4: Sharing of Friends has a positive influence on the purchase intention through Facebook H5: Price has a positive influence on the purchase intention through Facebook H6: Facebook Advertising has a positive influence on the purchase intention through Facebook Figure2.13 Proposed research model Graduation Thesis 11 Factors affecting purchase intention through Facebook: the case of DNGBIKE company CHAPTER 3: RESEARCH METHODOLOGY QUALITATIVE RESEARCH This method aims to collect information to adjust and supplement the observed variables in the model 12 Factors affecting purchase intention through Facebook: the case of DNGBIKE company CHAPTER 3: RESEARCH METHODOLOGY QUANTITATIVE RESEARCH Method: Survey questionnaire Tool: google forms platform Time: February 2022 to April 2022 Place: Inbox Facebook and Email Result: 363 questionnaires Data analysis tool: SPSS 20 13 Factors affecting purchase intention through Facebook: the case of DNGBIKE company CHAPTER 4: RESULTS AND FINDINGS 2.5 10.2 11.29 14.6 17.63 1.38 44.4 DESCRIPTIVE STATISTICS 25.3 32.8 22 55.6 69.7 Gender Female Male Age From 18 to 25 years old From 26 to 39 years old 40 to 55 years old From Over 55 years old 30 Occuption Student Civil servant Office worker Housewif eOther 57.6 Income Less than From mil mil - under 10 mil 10 mil - under 20 From More than 20 mil 14 Factors affecting purchase intention through Facebook: the case of DNGBIKE company CHAPTER 4: RESULTS AND FINDINGS EXPLORATORY FACTOR ANALYSIS (EFA) Table 4.3 KMO and Bartlett's Test of Scales measuring factor purchase intention Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of Sphericity 774 3458.461 df 210 Sig .000 KMO coefficient = = 0.774 (> 0.5) and sig test 0.00 all factors satisfy the condition Table 4.5 KMO and Bartlett's Test of a scale measuring purchase intention through Facebook Kaiser-Meyer-Olkin Measure of Sampling Adequacy Approx Chi-Square Bartlett's Test of df Sphericity Sig .729 514.446 000 KMO coefficient = 0.729 (> 0.5) and sig test = 0.00 variables of purchase intention through Facebook are satisfactory for the next analysis 15 Factors affecting purchase intention through Facebook: the case of DNGBIKE company CHAPTER 4: RESULTS AND FINDINGS REGRESSION ANALYSIS Figure 4.1 Research model 16 Factors affecting purchase intention through Facebook: the case of DNGBIKE company CHAPTER 4: RESULTS AND FINDINGS T - Test Gender N ANOVA AND T-TEST Levene's Test for equality of variances T-Test for equality of Means Sig Sig (2-tailed) Equal variances assumed Mean 202 161 Male Female PI Std Std Error Deviation Mean 4.0017 89251 06280 3.9710 74758 05892 0.170 Equal variances not assumed PI Levene Statistic df1 447 df2 359 PI Levene Statistic Sig 1.290 720 PI PI Sum of df Squares Between Groups Within Groups Total 2.952 246.663 Age 249.615 Mean F Square 35 36 Graduation Thesis 984 687 df1 1.43 Sig Between Groups 233 Within Groups Total df2 Sum of Squares 12.422 167.670 180.092 PI Levene Statistic Sig 358 df 274 633 Occuption df1 2.417 PI Mean F Sig Square Betwe 3.106 4.908 001 en 358 362 0.722 Anova 0.727 Sum of df2 df 359 Mean Square Sig .066 F Sig Square s 807 Groups Within 248.80 Groups 249.61 Total 269 359 693 362 388 762 Income 17 Factors affecting purchase intention through Facebook: the case of DNGBIKE company CHAPTER 5: CONCLUSIONS AND RECOMMENDATON Summarry Limitatio n Future Perceived Usefulness Number Likes and Follows Content Post Price Sharing of friend Facebook Advertising Occupation Purchase intention through Facebook Using a convenient sampling method the generalizability of the study The research model is only focuses on factors Expanding the scope of data collection, select samples according to probability, the relationship between intention and real buying behavior Add more variable research Graduation Thesis 18 Factors affecting purchase intention through Facebook: the case of DNGBIKE company CHAPTER 5: CONCLUSIONS AND RECOMMENDATON RECOMMENDATON Number Likes and Follow Organize programs to encourage customers to like its product or sales page Usually posting product images, post impressive articles and clips to attract viewers Facebook ADS Using of Video advertising focus on image quality, advertising images must be honest and clear Post content Provide full product information, specifications, product features, and origin of goods diversify the content of articles on the Fanpage Sharing Friend Activities and programs to encourage customers to share their products or sales pages Perceived usefulness The interface of the company's sales page should be clearly presented and easy to find Update the goods regularly, with new and modern products Needs to manage the products (new, old, out of stock, in stock) Price Graduation Thesis Program promotions 19 Factors affecting purchase intention through Facebook: the case of DNGBIKE company THANK YOU FOR YOUR ATTENTION! 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