School of Business and Law
Commerce, Management, Tourism and Services; Psychology and Cognitive Sciences
Dr Ann Mitsis, Dr. Nazia Nabi
Doctor of Philosophy

Research Details

Thesis Name

The Impact of Social Media on Behavior and Consumption Decision-making of Chinese Aged People (Mainland China, Hong Kong, and Macau)

Thesis Abstract

This research will adopt both qualitative and quantitative research methods. The study proposes conducting exploratory qualitative research to understand our context better and provide an accurate conceptual model. Most of the research investigating buying decision-making for customers' specific cases is conducted in the western context. However, as we previously explained, Chinese culture is different and unique. This exploratory research aims to further our understanding of Chinese-aged people

Why my research is important/Impacts

Most prior research have acknowledged the importance of Social media on consumer behaviour and purchase decision-making. However, little is known about the relationships between social media and senior people and the extent to which social media affect behaviour and their decision-making process, especially in the context of Chinese culture. The study explores the role of social media in Chinese senior people's decision-making process when purchasing a product or a service.