Generating consumer resonance for purchase intention on social network sites

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• 作者：Shari S.C. Shang^a ; ^{sshang@nccu.edu.tw}Author Vitae ; Ya-Ling Wu^b ; ¹ ; ^{joannewu@mail.tku.edu.tw}Author Vitae ; Yi-Jhen Sie^a ; ^{yijhensie@gmail.com}Author Vitae
• 关键词：Social networks ; Customer behaviors ; Uses and gratifications theory ; Consumer resonance ; Purchase intention
• 刊名：Computers in Human Behavior
• 出版年：2017
• 出版时间：April 2017
• 年：2017
• 卷：69
• 期：Complete
• 页码：18-28
• 全文大小：454 K
• 卷排序：69

文摘

The study explores consumer behavior for resonance marketing. Uses and gratifications needs on SNSs are identified. The mediating role of consume resonance is identified. The association between consumer resonance and purchase intention is examined. The findings provide insights into social participants' future purchase intentions.