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https://irlib.pccu.edu.tw/handle/987654321/36051
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| 题名: | New gratifications for social word-of-mouth spread via mobile SNSs: Uses and gratifications approach with a perspective of media technology |
| 作者: | Lin, YH (Lin, Yu-Hsiang)
Hsu, CL (Hsu, Chia-Lin)
Chen, MF (Chen, Mei-Fang)
Fang, CH (Fang, Cheng-Hsi) |
| 贡献者: | 國企系 |
| 关键词: | Social word-of-mouth
Mobile social networking sites
Facebook application
Uses and gratifications
Motivation |
| 日期: | 2017-07 |
| 上传时间: | 2017-04-28 13:02:41 (UTC+8) |
| 摘要: | Media technology may shape consumers' new motivations for disseminating social word-ofmouth (sWOM) via mobile social networking sites (SNSs). Most previous literature, however, has discussed sWOM motivation from a social psychology perspective but has neglected the perspective of media technology. This study adopts the uses and gratifications (U&G) approach with a perspective of media technology to explore consumers' motivations for disseminating sWOM in mobile SNS5 based on sequential qualitative and quantitative methods. The exploratory findings in the qualitative study form the basis for the quantitative study survey research. The results demonstrate that not only are social benefits, social enhancement, economic incentives, and message intrigue the factors driving consumer sWOM intention in mobile SNS5, but also that immediate social affective communication and the motivation to offer immediate information support, which are novel in WOM literature, are revealed through technology affordances of media. Further, based on weights of our sWOM motivations, this study classified disseminators of sWOM through mobile SNS5, suggesting that managers can design different marketing campaigns to encourage sWOM intention. This study originally provides a much -needed complete description of the motivations affecting consumer sWOM intention in mobile SNSs. (C) 2016 Elsevier Ltd. All rights reserved. |
| 關聯: | TELEMATICS AND INFORMATICS 卷: 34 期: 4 頁碼: 382-397 |
| 显示于类别: | [企業管理學系暨國際企業管理研究所] 期刊論文
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