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 The effects of electronic word-of-mouth in social networking sites on cosmetics purchase behavior: the moderating roles of homophily, tie strength and conformity
Tác giả hoặc Nhóm tác giả: Wann-Yih Wu, Duong Hanh Tien
Nơi đăng: THE 11th INTERNATIONAL CONFERENCE ON KNOWLEDGE-BASED ECONOMY AND GLOBAL MANAGEMENT; Số: ISBN 978 986 5627 11 9;Từ->đến trang: 227-244;Năm: 2015
Lĩnh vực: Kinh tế; Loại: Báo cáo; Thể loại: Quốc tế
TÓM TẮT
ABSTRACT
Social networking sites (SNSs) currently assume increasingly important roles in sharing electronic word-of-mouth (eWOM) among cosmetics users. However, the effectiveness of eWOM on SNSs is yet to be fully developed comparing with other online eWOM platforms as review website, consumer forums and micro-blogs. Also, it is claimed that the published eWOM studies are large but fragmented and unsystematic. Therefore, this study attempts to contribute current eWOM studies by developing a comprehensive research framework that examines determinants of eWOM that can influence their purchase decision making, with regards to social factors presented on SNSs. Totally, the pilot study collected 132 data from Taiwan through paper-based questionnaires. SPSS and Partial Least Square (PLS) were used to analyze the collected data. The survey shows that the wordings of questions are accurate and easy to understand, however ways of increasing participant interest should be explored to improve the quality of official study. Empirical analysis indicates that construct measurements have sufficient validity, thus giving no demand for modification of measurement items. Furthermore, although the pilot study is not able to provide definite quantitative conclusions, there are noteworthy results from the structural model analysis. While the perceived informativeness, perceived persuasiveness and source expertise have positive influence on eWOM usefulness; source trustworthiness has no effects on eWOM usefulness. In addition, perceived eWOM credibility is only affected by perceived persuasiveness and source trustworthiness, except for perceived informativeness and source expertise. Both higher perceived credibility and eWOM usefulness leads to higher eWOM adoption, and eWOM adoption strongly affects purchase intention.
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