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An empirical study of the effects of customer resonance on purchase intention
Sie, Yi Jhen
Shang, Shari S. C.
Sie, Yi Jhen
Use and gratification
|Issue Date: ||2014-07-21 15:37:56 (UTC+8)|
In recent years, social network have become incredibly popular. Online communication platform such as Facebook, YouTube, and Flicker offer freely available user-generated content that enabled individuals to express their ideas and communicate their opinions to many people. People can create, modify, discuss, and share on social networks. Therefore, social networks have gradually become interpersonal communication platforms. Message resonated when information is shared among individuals. We want to have a better understanding of the use and gratification that users obtain from social networks when topic resonated among them.
We collected the 410 sample and used the structural equation model analyzed our proposed model by using SPSS 21.0 and SmartPLS. Besides, we also used K-means to partition our sample into two clustering and obtained the managerial implications. In our research, we observed that content gratification, social relation gratification and self-presentation gratification have impact on resonance and resonance also has influence on purchase intention.
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|Source URI: ||http://thesis.lib.nccu.edu.tw/record/#G0101356030|
|Data Type: ||thesis|
|Appears in Collections:||[資訊管理學系] 學位論文|
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