1 research outputs found

    The Effects of eWOM Re-Diffusion Intention Under the Background of Social E-commerce

    Get PDF
    网络购物和社交网络是移动互联网时代两种极其重要的应用,中国网民规模的增长也呈现了持续、稳定、快速的发展,网络购物环境呈多样化发展,社会化电子商务就在网络购物和社交网络寻找持续快速增长出口的机遇中得到了迅速发展。在社会化电子商务模式下,购物模式正在发生变化,在线口碑信息的扩散机制也在发生着变化,网民通过社交方式有目标地自主传播和分享产品信息,并影响其他用户的消费行为。口碑的再传播是从口碑发送者到广大口碑受众扩散的中间环节,因网络传播容量的无限性,网络口碑的再传播可以做到病毒式的扩散效应,帮助企业在极短的时间获得最佳的口碑营销效果。 因此,本文构建了基于社会化电子商务背景的网络在线口碑再传播意愿...Online shopping and social networking are two very important application of mobile Internet era. With continuous, fast and stable development of netizen scale in China, online purchase environment shows diversified development, and common e-commerce has attained fast development when online purchase and social networks seek the opportunity of continuous and fast growth. In the electronic commerce ...学位:管理学硕士院系专业:管理学院_管理科学与工程学号:1772013115109
    corecore