Factors affect customer engagement behaviour in purchasing decorating items on social commerce platforms in Ho Chi Minh City

Abstract

Under the massive influence of social commerce platforms associated with the rising demand for online shopping especially after the impact of the global pandemic, the need for in-depth research about customer behaviours has become an essential goal in the Vietnamese Marketing field. Correspondingly, this study aims to scrutinise the factors that drove the customer engagement in the scenario of online shopping on social platforms in Ho Chi Minh City. Through the fusion of quantitative (main) method, this research conducts study extracted from the survey-based data collected from the participation of 350 respondents in Ho Chi Minh City for the purpose of investigating what is underlying the engagement and purchase interaction of the customer while interacting with the brand. Evaluated from the theoretical material and result data, this research aimed for the contribution to the academic resources for the future study specified in marketing and customers behaviour. Practically, this could be a supportive reference for marketing managers across sectors especially in the modern era of online shopping.