客户对客户交易和社交网络中的灰色市场——以越南为例

IF 0.8 Q4 BUSINESS, FINANCE
B. Nghiêm-Phú
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引用次数: 1

摘要

手稿类型:研究论文研究目的:本研究旨在检验越南女性客户基于Facebook的灰色市场交易。具体而言,本研究调查了越南客户在Facebook上购买灰色(非官方平行进口)产品的原因和方式。设计/方法/方法:对13名购买了在日本购买的灰色产品的女性客户进行了半结构化访谈。采用了内容分析,并对研究结果进行了讨论。研究发现:由于Facebook等社交媒体平台的发展,越南非官方平行进口产品(UPIP)或灰色市场已转变为具有电子商务市场所有特征的在线客户对客户(C2C)市场。这个市场正在扩大,因为它可以满足越南消费者的多样化需求,这些消费者的收入正在扩大,但他们的需求没有得到满足。买家在仔细咨询自己和熟人的经验后进入市场。然而,由于消费者缺乏在原产国购买和使用产品的经验,他们可能会过度信任卖家,并被利用。理论贡献/独创性:越南的灰色市场已经与C2C市场和电子商务市场部分融合。灰色市场的客户可以通过开发社交网站(如Facebook)得到更好的支持,这些网站是客户评论的强大工具。因此,灰色市场已经变成了一个开放的市场。然而,由于缺乏强有力和有效的法律框架,它仍然是非官方的。此外,由于社交媒体平台已经转变为真正的购物场所,顾客目前可以享受个性化服务,他们的许多利基需求都得到了满意的满足。从业者/政策含义:合法品牌所有者应考虑在越南开设官方门店,以利用东南亚地区消费能力最好的市场的前景。然而,在采取任何正式的进入举措之前,有必要进行仔细的市场调查和试验。此外,越南政府应对基于社交媒体的灰色贸易商实施非税收政策,作为控制非法或有害产品进口的措施。政府还应为电子商务法的出台提供便利。研究局限性:这项研究只捕捉了一个城市地区的女性客户在Facebook上购买UPIP的意见。男性和农村消费者没有接受调查。此外,目前的研究侧重于UPIP交易的买方方面,而排除了卖方的观点。此外,本研究仅针对越南。其他国家基于脸书的UPIP市场的活动被忽视了。关键词:C2C,Facebook,灰色市场,社交媒体,越南JEL分类:M00
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Grey Markets in Customer-to-Customer Transaction and Social Networking – The Case of Vietnam
Manuscript type: Research paper Research aims: This study aims to examine the Facebook-based grey market transactions of female customers in Vietnam. Specifically, this study investigates why (the reasons) and how (the ways) Vietnamese customers purchase grey (unofficial parallel imported) products on Facebook. Design/Methodology/Approach: Semi-structured interviews were conducted with thirteen female customers who had purchased grey products bought in Japan. Content analysis was applied and findings were discussed. Research findings: The Vietnamese unofficial parallel imported products (UPIP) or grey market has transformed itself into an online customer-to-customer (C2C) market with all the characteristics of an e-commerce market, thanks to the development of social media platforms such as Facebook. This market is expanding because it can fulfil the diverse needs of Vietnamese consumers whose incomes are expanding but whose needs are not satisfied. Buyers enter the market after carefully consulting their own experiences and those of their acquaintances. However, due to their lack of experience in buying and using the products in the country of origin, consumers may over-trust the sellers and be taken advantage of.Theoretical contribution/Originality: The grey market of Vietnam has partly merged with the C2C market and the e-commerce market. Grey market customers are better supported by the development of social networking sites (e.g., Facebook) which serve as powerful tools for customer reviews. The grey market, therefore, has been turned into an open one. However, due to the lack of a strong and effective legal framework, it is still unofficial. In addition, since social media platforms have already been transformed into real shopping venues, customers can presently enjoy a personalised service with many of their niche needs met satisfactorily. Practitioner/Policy implications: Legal brand owners should consider opening official stores in Vietnam to exploit the promise of a market whose spending power is the best in the Southeast Asian region. However, before any official entry initiatives are undertaken, a careful market research and a trial basis is necessary. In addition, the Vietnamese government should implement a non-tax policy for social-media-based grey traders as a measure to control the import of illegal or harmful products. The government should also facilitate the introduction of an e-commerce law. Research limitations: This study only captured the opinions of female customers from one urban area of buying UPIPs on Facebook. Those of the male and rural consumers were not investigated. In addition, the current study focused on the buyers’ side of the UPIP transaction and had excluded the sellers’ perspective. Moreover, this study only focused on Vietnam. The activities of the Facebook-based UPIP markets in other countries were overlooked.Keywords: C2C, Facebook, Grey Market, Social Media, VietnamJEL Classification: M00
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来源期刊
CiteScore
2.00
自引率
11.10%
发文量
12
期刊介绍: An academic journal that aims to advance knowledge in the business and accounting disciplines, to narrow the gap between theory and practice, and to set direction for policy initiatives in Asia. Welcome to the Asian Journal of Business and Accounting (AJBA). AJBA is an international refereed journal, published biannually (30th June and 30th December) by the Faculty of Business and Accountancy, University of Malaya, Malaysia. AJBA aims to publish scholarly business researches that are relevant to Malaysia and the Asian region. It intends to highlight the practical implications in promoting better business decision making process and the formulation of public policy in Asia. This journal publishes theoretical, conceptual, and empirical papers within the broad areas of business and accounting in Asia. The AJBA covers a broad spectrum of the business and accounting disciplines. A suggestive (though not necessarily comprehensive) list of areas that would be included in this journal are: general management, strategic management, human resource management, organizational behaviour, labour and industrial relations, international business management, business communication, entrepreneurship, leadership, management science, operations management, production management, supply chain management, marketing management, brand management, consumer behaviour, information management, e-marketing, e-commerce, quality management, retailing, service marketing, hospitality management, hotel and tourism management, asset pricing, capital and money markets, corporate finance, derivatives markets, finance and banking, financial economics, etc.
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