Factors Affecting Intention of Online Fashion Consumption of Gen Z during Covid-19 Pandemic

Kanthawongs, Penjuree; Chitcharoen, Chaisak; Kanthawongs, Penjira

doi:10.1109/icbir54589.2022.9786401

Cited by 1 publication

(1 citation statement)

References 17 publications

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“…Customers now extensively utilize online platforms in their daily lives, engaging in activities such as searching, gathering information, sharing experiences, and making purchasing decisions. These online behaviors serve as indicators of their intentions to purchase and repurchase hotel services (Kanthawongs et al, 2015). Customer book hotels by the online reservation system (ORS) enriches value for those customers (H. Zhang, 2021).…”

Section: Online Reserving System (Ors) and Customer Retention (Cr)mentioning

confidence: 99%

The Factors of Live Streaming Strategies and Sales Performance Between Customer Retention and Shopping Experience: A Study on Hot Springs Hotel in China

2023

JIBM

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Live streaming has gained immense popularity in recent years especially in China, transforming various industries, including entertainment, gaming, sports, education, and marketing. Many small and medium-sized enterprises (SMEs) are leveraging online live sales products as a powerful strategy to boost their sales and grow their businesses including Tian Tan Hot Springs Hotel Company to use live streaming platform to sell tickets. Many studies in the context of online live sales tend to focus on department stores and other retail sectors, while research specific to the field of hot spring hotels and their utilization of live sales is relatively limited. However, the emergence and growth of online live sales have presented unique opportunities for various industries, including the hospitality sector, such as hot spring hotels, to explore new marketing and sales strategies. This study examines factors of live streaming strategies and sales performance in the relationship between customer retention and shopping experience, focusing on the case of Tian Tan Hot Springs Hotel in China. Drawing upon a mixed-method research approach, quantitative data were gathered through structured questionnaires distributed to a sample of loyal customers of Tian Tan Hot Springs Hotel. Additionally, qualitative data were obtained through in-depth interviews with hotel management and marketing personnel. The data collected were analyzed using both statistical analysis and thematic content analysis. The results reveal a significant positive correlation between customer retention and shopping experience at Tian Tan Hot Springs Hotel. Moreover, it was found that live streaming strategies implemented by the hotel act as a significant mediating mechanism between customer retention and enhanced shopping experience. These strategies, such as virtual tours, interactive promotions, and real-time customer engagement, enable the hotel to create a more immersive and personalized shopping experience for their customers.

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Section: Online Reserving System (Ors) and Customer Retention (Cr)mentioning

confidence: 99%

The Factors of Live Streaming Strategies and Sales Performance Between Customer Retention and Shopping Experience: A Study on Hot Springs Hotel in China

2023

JIBM

View full text Add to dashboard Cite

show abstract

Factors Affecting Intention of Online Fashion Consumption of Gen Z during Covid-19 Pandemic

Cited by 1 publication

References 17 publications

The Factors of Live Streaming Strategies and Sales Performance Between Customer Retention and Shopping Experience: A Study on Hot Springs Hotel in China

The Factors of Live Streaming Strategies and Sales Performance Between Customer Retention and Shopping Experience: A Study on Hot Springs Hotel in China

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