典型文献
The Effect of Instant Messaging Social Media Platform Characteristics on Consumers'Purchase Intention:An Empirical Study of WeChat
文献摘要：
With the rapid development of mobile communication equipment,the significant role of social media platforms is realized in social media marketing.To determine the effect of instant mes-saging social media platform characteristics on consumers'purchase intention,we collected WeChat user data and designed an empirical model based on the technology acceptance theory.Analysis of 388 qualified surveys revealed significant positive effects of instant messaging social media platform charac-teristics,such as social presence,media richness,immediacy of communication,privacy protection,and entertainment on customers'purchase intention.This study aims to extend the scope of technology acceptance theory,providing practical ideas for firms and highlighting the prominent role of instant messaging social media platforms in marketing activities.
文献关键词：
中图分类号：
作者姓名：
Yi HUANG;Zhuo SUN;Adam PILOT;Hong ZHAO;Zongshui WANG
作者机构：
School of Economics and Management,University of Chinese Academy of Sciences,Beijing 100190,China;Sino-Danish College,University of Chinese Academy of Sciences,Beijing 100190,China;Beijing University of Chinese Medicine,Beijing 100029,China;School of Economics and Management,Beijing Information Science and Technology University,Beijing 100192,China
文献出处：
引用格式：
[1]Yi HUANG;Zhuo SUN;Adam PILOT;Hong ZHAO;Zongshui WANG-.The Effect of Instant Messaging Social Media Platform Characteristics on Consumers'Purchase Intention:An Empirical Study of WeChat)[J].系统科学与信息学报（英文版）,2022(01):65-83
A类：
Messaging,saging,immediacy
B类：
Effect,Instant,Social,Media,Platform,Characteristics,Consumers,Purchase,Intention,Empirical,Study,WeChat,With,rapid,development,mobile,communication,equipment,significant,role,social,platforms,realized,marketing,To,determine,instant,characteristics,consumers,purchase,intention,we,collected,user,data,designed,empirical,model,technology,acceptance,theory,Analysis,qualified,surveys,revealed,positive,effects,messaging,such,presence,richness,privacy,protection,entertainment,customers,This,study,aims,extend,scope,providing,practical,ideas,firms,highlighting,prominent,activities
AB值：
0.569841
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机标中图分类号，由域田数据科技根据网络公开资料自动分析生成，仅供学习研究参考。
