The Effects of "Word of Mouth" on Purchase Intention in Social Network Sites,Product Involvement and Trait of Buying Impulse as Moderator
碩士 === 中國文化大學 === 國際企業管理研究所 === 99 === The study examines the effects of electronic word-of-mouth (message quantity and message appeals) on purchase in social network sites. Message quantity (many and few) and message appeals (rational and emotional) are manipulated in a 2×2 factorial experiment. Pr...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/78305395386300958927 |