Effects of branded e-stickers on purchase intentions: The perspective of social capital theory
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- 作者：Ya-Ching Lee yaclee@cm.nsysu.edu.tw" class="auth_mail" title="E-mail the corresponding author
- 关键词：Brand attitudes ; Branded e-stickers ; Purchase intentions ; Social capital
- 刊名：Telematics and Informatics
- 出版年：2017
- 出版时间：February 2017
- 年：2017
- 卷：34
- 期：1
- 页码：397-411
- 全文大小：1747 K
文摘
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This study investigates the impacts of branded e-stickers on brand attitudes and purchase intentions.
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Brand attitudes and majority ties directly influence the intentions.
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The structural, relational, cognitive, and situational dimensions of social capital affect purchase intentions.
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This study also elucidates gender differences.