An Experimental Research On Factors Affecting Consumers' Selfie Behavior

As well as Vietnam's economic development grows faster and faster,for the Vietnamese market,the smartphone is no longer a new invention.This clearly shows that in five years,the number of Vietnamese consumers owning smartphones has gradually increased.In addition,the use of smartphones in urban and rural areas of Vietnam has continuously increased,indicating that smartphones are an indispensable electronic device in daily life in Vietnam.According to the Nielsen Vietnam Smartphone Users Act 2017,the percentage of smartphone users compared to the number of ordinary phone users is 84% by 2017,up 6% compared to a year ago(78%).In secondary cities,71% of people use smartphones among 93% of mobile users.More noticeably,in rural areas,while 89% of the population use mobile phones,68%of them own a smartphone.To Z generation(people born during the 1990 s and 2000s),they would like to have their personal brand for self-marketing and snap shooting the memories of their time.On 19 th Nov 2013,Oxford Dictionary selected "selfie" as the word of the year."Selfie" means using smartphone or webcam to take a photo of yourself and share it via social media.The using frequency of this word escalated by 170 times over 2012."Selfie" is commonly used in English-speaking countries but also over the world.This word of the year became a trendy term to express yourself in many social networks.A study conducted by linguistic researchers of Oxford Dictionary Publish shows that the earliest usage of "selfie" dated back to 2002 in an Australian internet forum.By now,"selfie" has entered the era of smartphones as an art form.This dissertation selects Vietnamese market as an example from the perspective of the research on the factors that influence selfie behavior of smartphone consumers using survey method to conduct statistics and analysis of the data.Through research and analysis,it was concluded that the ease of use,usefulness,users' attitude and behavioral intention of using smart phones have the greatest impact on selfie behavior of Vietnamese consumers.Using smartphones can enhance consumers' quality of life.The role of selfie in consumer life is to help them solve the pressure of life and bring happiness,selfie behavior of smart phone consumers will affect the final choice of choosing smart phone brand.The social value of this study is for future scholars to make reference to smartphone selfie research,not only for the Vietnamese smartphone market but also for relevant research in China and other countries.