English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 55542/89862 (62%)
造访人次 : 11012655      在线人数 : 27
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜寻范围 查询小技巧:
  • 您可在西文检索词汇前后加上"双引号",以获取较精准的检索结果
  • 若欲以作者姓名搜寻,建议至进阶搜寻限定作者字段,可获得较完整数据
  • 进阶搜寻


    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/118072


    题名: On Electronic Word-of-Mouth Diffusion in Social Networks: Curiosity and Influence
    作者: Fang, Yu-Hui;Tang, Kwei;Li, Chia-Ying;Wu, Chia-Chi
    关键词: social network;word-of-mouth;curiosity;influence;exploration
    日期: 2018
    上传时间: 2020-02-11 12:10:58 (UTC+8)
    摘要: The 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 addition, SNS influence, formed by maven, persuasiveness, and connectivity, is proposed as a moderator affecting information diffusion. The proposed framework is empirically validated using the data collected from online surveys of 590 Facebook users. Implications for theory and practice are also discussed.
    關聯: International Journal of Advertising 37(3), p.360-384
    DOI: 10.1080/02650487.2016.1256014
    显示于类别:[管理科學學系暨研究所] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    index.html0KbHTML8检视/开启

    在機構典藏中所有的数据项都受到原著作权保护.

    TAIR相关文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回馈