關鍵字查詢 | 類別:期刊論文 | | 關鍵字:On Electronic Word-of-Mouth Diffusion in Social Networks

[第一頁][上頁]1[次頁][最末頁]目前在第 1 頁 / 共有 02 筆查詢結果
序號 學年期 教師動態
1 105/1 管科系 吳家齊 助理教授 期刊論文 發佈 On Electronic Word-of-Mouth Diffusion in Social Networks: Curiosity and Influence , [105-1] :On Electronic Word-of-Mouth Diffusion in Social Networks: Curiosity and Influence期刊論文On Electronic Word-of-Mouth Diffusion in Social Networks: Curiosity and InfluenceYu-Hui Fang; Kwei Tang; Chia-Ying Li; Chia-Chi Wusocial network;word-of-mouth;curiosity;influence;explorationInternational Journal of Advertising 37(3), p.360-384The rapid proliferation of social networking sites (SNSs) provides marketers with ample opportunities to explore advertising strategies based on electronic word-of-mouth (eWOM). With that in mind, this study aims to understand the influence of the eWOM diffusion process on SNSs. We propose a theoretical framework to investigate the roles of curiosity and influence in SNS users’ decisions to adopt eWOM and to pass it along to their contact groups. Two forms of curiosity, specific and diversive, are proposed to initiate specific exploration (consistency checking and knowledge-based validation) and diversive exploration (referral visit behavior), and eventually, adop
2 105/1 會計系 方郁惠 教授 期刊論文 發佈 On Electronic Word-of-Mouth Diffusion in Social Networks: Curiosity and Influence , [105-1] :On Electronic Word-of-Mouth Diffusion in Social Networks: Curiosity and Influence期刊論文On Electronic Word-of-Mouth Diffusion in Social Networks: Curiosity and InfluenceYu-Hui Fangsocial network;word-of-mouth;curiosity;influence;explorationInternational Journal of Advertising 37(3), p.360-384The rapid proliferation of social networking sites (SNSs) provides marketers with ample opportunities to explore advertising strategies based on electronic word-of-mouth (eWOM). With that in mind, this study aims to understand the influence of the eWOM diffusion process on SNSs. We propose a theoretical framework to investigate the roles of curiosity and influence in SNS users’ decisions to adopt eWOM and to pass it along to their contact groups. Two forms of curiosity, specific and diversive, are proposed to initiate specific exploration (consistency checking and knowledge-based validation) and diversive exploration (referral visit behavior), and eventually, adoption and pass-along behavior. In addit
[第一頁][上頁]1[次頁][最末頁]目前在第 1 頁 / 共有 02 筆查詢結果