教師資料查詢 | 類別: 會議論文 | 教師: 戴敏育 Min-Yuh Day (瀏覽個人網頁)

標題:The Effect of Customer Perceived Value on Relationship Quality Between Illustrator and Fans to Recommendation on Facebook
學年105
學期1
發表日期2016/08/18
作品名稱The Effect of Customer Perceived Value on Relationship Quality Between Illustrator and Fans to Recommendation on Facebook
作品名稱(其他語言)
著者Min-Yuh Day; Wei-Chun Chuang
作品所屬單位
出版者
會議名稱2016 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM 2016)
會議地點San Francisco, California, USA
摘要In recent years, along with the prevalence of social networking sites, the illustrators of Wretch have accordingly transferred to new community platform. These illustrator’s fan pages have become popular through viral marketing. Many companies have spotted enormous business opportunities and then worked with illustrators to boost sales by combining illustrators and commercial products. By utilizing a research model of relationship quality, online word-of-mouth, purchase intention and perceived value, the purpose of study is to explore whether fans would purchase the product endorsed by their favorite illustrators or other peripheral products. The finding show that relationship quality is positively related to online word-of-mouth and had an indirect effect on purchase intention. Online word-ofmouth and purchase intention are positively correlated. In addition, perceived value is positively related to relationship quality, online word-of-mouth, and purchase intention. The main contribution of this research is in proposing a new research model and also discovering the importance of customer perceived value to the hedonic value of products.
關鍵字Facebook Page; Relationship Quality; Online Word-of-Mouth Purchase Intention; Perceived Value; Purchase Experience
語言英文(美國)
收錄於
會議性質國際
校內研討會地點
研討會時間20160818~20160821
通訊作者Wei-Chun Chuang
國別美國
公開徵稿
出版型式
出處Proceedings of the 2016 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM 2016), pp.1135-1142
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