Work

Millennials' social media-driven online entrepreneurship: Assessing their aspirations for multi-level marketing jobs

Year: 2024

Type: conference-paper

Abstract: : With the development of Internet technology and the popularization of mobile devices and so on, e-commerce has entered a period of high-speed development, consumers are faced with a wealth of channel choices, and the competition for traffic in different channels is becoming more and more intense, which poses a great challenge to enterprises. From the perspective of PPM theoretical model to study the consumers' migration intention of different online channels, using SPSS software and Amos to construct structural equations for the influencing factors of consumers' migration intention of different online channels, the results show that the push force and pull force positively affect the consumers' migration intention, and the push force has the greatest influence on the consumers' migration intention. It provides a basis for the live e-commerce platform to propose measures to enhance user channel stickiness.

Source: International Conference on Industrial and Business Engineering (ICIBE)

DOI: 10.1145/3716097.3716111

Authors: Ahmad Sattam Alhawamdeh, Ierenne Novendah, Yogi Tri Prasetyo, Reny Nadlifatin, Maela Madel L. Cahigas

Institutions: Yuan Ze University, Institut Teknologi Sepuluh Nopember, Mapúa University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: bronze

OpenAlex ID: W4409869892

FWCI:

Cites: 2

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Related to: 10