首页> 外文期刊>International journal of social and organizational dynamics in IT >How Does a Social Network Site Fan Page Influence Purchase Intention of Online Shoppers: A Qualitative Analysis
【24h】

How Does a Social Network Site Fan Page Influence Purchase Intention of Online Shoppers: A Qualitative Analysis

机译:社交网站粉丝页面如何影响在线购物者的购买意愿:定性分析

获取原文
获取原文并翻译 | 示例
       

摘要

This research revisited how fan pages in the social network site created by online merchants affects the purchase intention of online shoppers using qualitative research methods. Through fine-tuning the research model developed by Jahn and Kunz (2012) which is grounded on the Uses and Gratifications Theory, the authors conducted a qualitative study through interviewing consumers who participated in fan pages. Based on their responses in the interviews, the authors reconfirmed that content-oriented needs and social interaction value of relationship-oriented needs had positive impacts on fan page usage intensity and fan page engagement, respectively. Plus, the authors discovered that content-oriented needs had a positive impact on fan page engagement. The theoretical contributions, managerial implications of this study are also discussed.
机译:这项研究使用定性研究方法,重新探讨了在线商家在社交网站上创建的粉丝页面如何影响在线购物者的购买意愿。通过微调由Jahn和Kunz(2012)开发的基于使用和满足理论的研究模型,作者通过采访参与粉丝页面的消费者进行了定性研究。根据他们在访谈中的回答,作者再次确认,面向内容的需求和基于关系的需求的社会互动价值分别对粉丝页面的使用强度和粉丝页面的参与度产生积极影响。此外,作者发现面向内容的需求对粉丝页面的参与度有积极影响。还讨论了这项研究的理论贡献和管理意义。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱:kefu@zhangqiaokeyan.com

京公网安备:11010802029741号 ICP备案号:京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有
  • 客服微信

  • 服务号