 |
English
|
正體中文
|
简体中文
|
Post-Print筆數 : 27 |
Items with full text/Total items : 113311/144292 (79%)
Visitors : 50930549
Online Users : 973
|
|
|
Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/109240
|
| Title: | Generating Consumer Resonance for Purchase Intention on Social Network Sites |
| Authors: | 尚孝純
Shang, Shari S.C.;Wu, Ya-Ling;Sie, Yi-Jhen |
| Contributors: | 資管系 |
| Keywords: | Social networks;Customer behaviors;Uses and gratifications theory;Consumer resonance;Purchase intention |
| Date: | 2017-04 |
| Issue Date: | 2017-04-26 17:12:28 (UTC+8) |
| Abstract: | Consumer resonance is powerful in affecting a user`s image of products and, as this resonance expands with iterative enforcement, the user`s buying intention can be strongly altered. In order to develop consumer resonance, product messages articulated on a social network site (SNS) must be designed with the proper content and delivered through the proper channels. Using uses and gratifications theory, this study built a model to explain user behavior of consumer resonance on SNSs in dimensions of content gratification, social-relation gratification, and self-presentation gratification to drive increased purchase intention. By presenting two selected product articulates on social websites, we collected 392 samples and used modeling with partial least square to analyze the usable data. Meanwhile, a two-step cluster analysis method was applied to partition the sample into two groups and develop managerial implications by comparing them. The study results show that utilitarian value, tie strength, normative influence, information influence, and self-presentation have significant effects on customer resonance, which in turn influences purchase intention for successful consumer-brand relationship. It is hoped that the research findings might enhance our understanding of user resonance behavior and provide insights into social participants` future purchase intentions. |
| Relation: | Computers in Human Behavior, Volume 69, Pages 18–28 |
| Data Type: | article |
| DOI 連結: | http://doi.org/10.1016/j.chb.2016.12.014 |
| DOI: | 10.1016/j.chb.2016.12.014 |
| Appears in Collections: | [資訊管理學系] 期刊論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 1-s2.0-S0747563216308342-main.pdf | | 454Kb | Adobe PDF2 | 705 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
著作權政策宣告 Copyright Announcement1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.
2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(
nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(
nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
