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2013 | OriginalPaper | Buchkapitel

Moderator of the Microblog Communication on E-shoppers’ Purchase Intentions

verfasst von : Jin Yi, Xing-yuan Wang, Qing Xin

Erschienen in: Proceedings of 20th International Conference on Industrial Engineering and Engineering Management

Verlag: Springer Berlin Heidelberg

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Abstract

Academics and practitioners have acknowledged that microblog could provide online consumers with instant information and unique experiences. As a result, the concept of microblog communication has become of great interest to consumers, IT technicians and marketers. Yet, there is limited research on the relationship between microblog communication and Internet users’ consumption choice. This study intends to construct the conceptual microblog communication, and gains the empirical results of: (a) customer perceived value and online brand awareness have significantly positive influence on e-shoppers, (b) microblog communication could positively moderate the relationship between perceived value and e-shoppers’ purchase intentions, while having no significant moderating effect on online brand awareness and perceived value.

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Titel: Moderator of the Microblog Communication on E-shoppers’ Purchase Intentions
verfasst von: Jin Yi
Xing-yuan Wang
Qing Xin
Verlag: Springer Berlin Heidelberg
Buch: Proceedings of 20th International Conference on Industrial Engineering and Engineering Management
Print ISBN: 978-3-642-40071-1

Electronic ISBN: 978-3-642-40072-8

Copyright-Jahr: 2013
DOI: https://doi.org/10.1007/978-3-642-40072-8_70

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