Journal of Modern Management SHINAWATRA UNIVERSITY

The Influence of User Interaction on User Purchasing Behavior of Social E-Commerce Platform-A Case Study of Little Red Book

2024-07-01T16:29:53+07:00

With the rapid development of Internet shopping today, various social e-commerce platforms have emerged endlessly, which have changed people's consumption habits. Taking Little Red Book platform as an example, this study aims to explore the influence of user interaction under social e-commerce platform on user purchasing behavior. This paper adopted empirical research, literature review and purposeful investigation methods, and collected 431 usable questionnaires through questionnaire survey to analyze the influence of user-generated content, social interaction and product interaction on user purchasing behavior in social e-commerce platform. According to the quantitative analysis results, high-quality user-generated content, frequent social interaction and positive product interaction will have a significant positive impact on user purchasing behavior in social e-commerce platforms. Therefore, the social e-commerce platform should pay attention to these survey conclusions, improve the marketing strategy and development direction of Little Red Book platform, so as to promote the completion of user purchase behavior and better promote the development of social e-commerce platform.

The Effects of Aging Society on Consumer Market in China

2024-07-01T17:36:17+07:00

China is facing a dual challenge of declining household consumption and intensifying population aging. The elderly exhibit unique consumption patterns that affect overall demand. The inclusion of demographic factors in the study of insufficient consumption expenditure not only provides a theoretical understanding of China's aging population, but also encourages the government to actively develop the elderly consumption market and expand consumption, especially in the service industry. This article reviews the relevant theories of China's aging population and its impact on consumption, and analyzes the current situation of a large elderly population, fast aging rate, large regional differences, and "aging before wealth" in China. By studying the direct and indirect pathways of population aging on household consumption, an empirical model using panel data from 2002 to 2022 revealed a positive impact nationwide. However, regional differences have emerged; The aging population has stimulated consumption in the western region, but suppressed consumption in the eastern region. The central region has not shown significant impact. The further differentiation of urban-rural differences has had an impact. The article concludes with policy recommendations to promote household consumption in the context of China's aging population. Suggestions include implementing the "comprehensive three child" policy, transforming economic development, improving elderly care security (especially in rural areas), and cultivating the elderly industry and consumer market. These measures aim to address challenges and stimulate sustainable economic growth.

Lab Room: Learning Management for Employability through Active Learning Processes

2024-05-03T13:39:04+07:00

In an era of rapidly changing technology and increasingly challenging and complex work environments, developing the necessary skills for future work is crucial for learners. Current education must adapt its learning approaches to prepare students to effectively adapt and respond to the demands of the labor market. Active learning is a teaching strategy that emphasizes student participation and hands-on practice, which can effectively foster the essential skills for 21st century work. Implementing the S-E-E-K-S process in designing skill training laboratories includes: 1) Creating simulated scenarios for students to practice problem-solving and teamwork, 2) Developing learning environments akin to real workplaces, 3) Providing guidance and closely monitoring progress, 4) Assessing knowledge through various theoretical and practical methods, and 5) Promoting independent self-learning. This approach cultivates five critical skills: problem-solving, project management, interpersonal skills, perseverance, and professionalism - competencies necessary for students to adapt to today's challenging and rapidly evolving work environments.

ELEMENTS OF BRAND PREFERENCE: CASE STUDY ON POST PANDEMIC ERA NON ALCOHOLIC BEER BRAND EXTENSION PRODUCT

2024-07-12T10:26:47+07:00

In the contemporary globalized market, consumers are well informed about every product category of what they prefer. As the market face unpredictable challenges strategic planning is mandatory to cop up and secure business existence. Brand extension is a noble proposition for alternative market in catastrophic incidents like COVID 19 global pandemic. The increasing demand for non-alcoholic beer during post COVID-19 pandemic reflects a growing trend towards healthier lifestyle preferences and wellness-focused consumption habits. The production of non-alcoholic beer has opened up new marketing opportunities for breweries, allowing them to target diverse demographics such as sportspersons, pregnant women, designated drivers, and health-conscious individuals who look for flavorful alternatives without compromising on social experiences.

This study will try to show the brand extension product of BGI brewery, the first beer company of the country. SEN’Q is the company’s first nonalcoholic product, after about 100 years of operation in Ethiopia. Introducing a new brand requires more effort for companies to persuade consumers from trial to preference set. The study was conducted taking nonalcoholic beer market as reference and focus which factors more influence customer preference. Bahir Dar city is base of the study.

It shows the consumers perception and the results are useful in providing insights into the market characteristics. There is significant and positive relationship in various measures and circumstances between brand preference of beer products and the eight independent variables; CSR, price, health matter, situational variation, advertisement, life style, brand awareness, product quality, with the dependent variable brand preference. A questionnaire survey was conducted. Data was collected from 360 nonalcoholic beer consumers. From the findings Consumers brand preference for brand driven by the perceived quality standard of the parent brand and the supposed suitability is discovered.