Role of Xiaohongshu in shaping purchase behavior of young adults in Malaysia
XiaoHongShu (XHS), a social media platform merging e-commerce and user-generated content (UGC), has become a significant influence on young adult purchasing behavior in Malaysia. This research aims to study the role of XiaohongShu’s features influencing the purchasing decisions of young adults; the...
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2024
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| Online Access: | http://eprints.utar.edu.my/6761/1/The_role_of_XiaoHongShu_in_shaping_the_purchase_behaviour_of_Young_Adults.pdf http://eprints.utar.edu.my/6761/ |
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| _version_ | 1855616533009530880 |
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| author | Dang, Dai Ven |
| author_facet | Dang, Dai Ven |
| author_sort | Dang, Dai Ven |
| building | UTAR Library |
| collection | Institutional Repository |
| content_provider | Universiti Tunku Abdul Rahman |
| content_source | UTAR Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | XiaoHongShu (XHS), a social media platform merging e-commerce and user-generated content (UGC), has become a significant influence on young adult purchasing behavior in Malaysia. This research aims to study the role of XiaohongShu’s features influencing the purchasing decisions of young adults; the impact of XiaoHongShu on the purchase decision of young adults; evaluate the impact of user-generated content (UGC) on young adults' purchasing decision. The quantitative research method was adopted to collect data from samples. A total of 200 Malaysians aged 18-26 participated in the research. The results indicate that the majority of young adults purchase decision are influenced by XiaoHongShu and User Generated Content (UGC).The results of this study aligns with previous studies in this context. By examining how XiaoHongShu and User Generated Content (UGC) influence the purchase decision of young adult, the research offers valuable insights for Malaysian businesses seeking to leverage XHS for marketing purposes and for young adults navigating the platform's influence. |
| format | Final Year Project / Dissertation / Thesis |
| id | my-utar-eprints.6761 |
| institution | Universiti Tunku Abdul Rahman |
| publishDate | 2024 |
| record_format | eprints |
| spelling | my-utar-eprints.67612026-01-13T07:34:20Z Role of Xiaohongshu in shaping purchase behavior of young adults in Malaysia Dang, Dai Ven HD Industries. Land use. Labor HF Commerce XiaoHongShu (XHS), a social media platform merging e-commerce and user-generated content (UGC), has become a significant influence on young adult purchasing behavior in Malaysia. This research aims to study the role of XiaohongShu’s features influencing the purchasing decisions of young adults; the impact of XiaoHongShu on the purchase decision of young adults; evaluate the impact of user-generated content (UGC) on young adults' purchasing decision. The quantitative research method was adopted to collect data from samples. A total of 200 Malaysians aged 18-26 participated in the research. The results indicate that the majority of young adults purchase decision are influenced by XiaoHongShu and User Generated Content (UGC).The results of this study aligns with previous studies in this context. By examining how XiaoHongShu and User Generated Content (UGC) influence the purchase decision of young adult, the research offers valuable insights for Malaysian businesses seeking to leverage XHS for marketing purposes and for young adults navigating the platform's influence. 2024 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/6761/1/The_role_of_XiaoHongShu_in_shaping_the_purchase_behaviour_of_Young_Adults.pdf Dang, Dai Ven (2024) Role of Xiaohongshu in shaping purchase behavior of young adults in Malaysia. Final Year Project, UTAR. http://eprints.utar.edu.my/6761/ |
| spellingShingle | HD Industries. Land use. Labor HF Commerce Dang, Dai Ven Role of Xiaohongshu in shaping purchase behavior of young adults in Malaysia |
| title | Role of Xiaohongshu in shaping purchase behavior of young adults in Malaysia |
| title_full | Role of Xiaohongshu in shaping purchase behavior of young adults in Malaysia |
| title_fullStr | Role of Xiaohongshu in shaping purchase behavior of young adults in Malaysia |
| title_full_unstemmed | Role of Xiaohongshu in shaping purchase behavior of young adults in Malaysia |
| title_short | Role of Xiaohongshu in shaping purchase behavior of young adults in Malaysia |
| title_sort | role of xiaohongshu in shaping purchase behavior of young adults in malaysia |
| topic | HD Industries. Land use. Labor HF Commerce |
| url | http://eprints.utar.edu.my/6761/1/The_role_of_XiaoHongShu_in_shaping_the_purchase_behaviour_of_Young_Adults.pdf http://eprints.utar.edu.my/6761/ |
| url_provider | http://eprints.utar.edu.my |