教師資料查詢 | 類別: 期刊論文 | 教師: 方郁惠 Yu-hui Fang (瀏覽個人網頁)

標題:A Dual Process Model of Help Seeking in Social Media Websites
學年107
學期2
出版(發表)日期2019/02/05
作品名稱A Dual Process Model of Help Seeking in Social Media Websites
作品名稱(其他語言)
著者Yu-Hui Fang
單位
出版者
著錄名稱、卷期、頁數Communication Research, p.1-30
摘要The impacts of help-seeking (HS) on purchase decisions associated with social media websites (SMWs) are deemed powerful given the enormous popularity of social media and growth of social commerce. This research explores HS on SMWs and empirically investigates how it influences users’ decision performance. Utilizing the heuristic-systematic model (HSM), media system dependency (MSD) theory, and tangibility theory, in addition to HS logics, the research proposes a theoretical model incorporating both a MSD path and tangibility path for gauging purchase decision on SMWs. Two HS logics—dependent and autonomous—moderate the relationships between gratification, perceived diagnosticity, and decision performance. Data collected from 629 users of SMWs supported all of our hypotheses. Practitioners can benefit from the findings by more fully understanding the prospective value of diverse supports afforded by SMWs and constructing new guidelines to design more effective mechanisms that help consumers.
關鍵字social media;topics;survey;method;structural equation modeling;data analysis;dual process model of supportive communication
語言英文(美國)
ISSN
期刊性質國外
收錄於SSCI;
產學合作
通訊作者Yu-Hui Fang
審稿制度
國別英國
公開徵稿
出版型式,電子版,紙本
相關連結
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