The Influence Mechanism of Internet Word-of-Mouth on Consumer Behavior: A Contrastive Study between Japan and China on Tablet Marketing (Second Version) PDF Download

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The Influence Mechanism of Internet Word-of-Mouth on Consumer Behavior: A Contrastive Study between Japan and China on Tablet Marketing (Second Version)

The Influence Mechanism of Internet Word-of-Mouth on Consumer Behavior: A Contrastive Study between Japan and China on Tablet Marketing (Second Version) PDF Author: Haibin ZHANG
Publisher: Scientific Research Publishing, Inc. USA
ISBN: 1649976186
Category : Antiques & Collectibles
Languages : en
Pages : 168

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Book Description
该研究揭示了几个发现：首先，多媒体表达在中国和日本都是网络口碑的重要因素，尤其是在日本消费者中。其次，日本消费者在打算购买时更喜欢传播口碑信息。第三，有用性会影响中国的传播意图，尽管日本似乎并非如此。第四，有用性和信任可以相互增强。最后，提高购买意愿的最佳解决方案可能不是同时增加能力信任和正直信任。