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About The Influence of Social Media On Consumer Behavior PDF
This document is a thesis submitted by Liwei Chen in April 2014 for a Bachelor's degree. The thesis examines the influence of social media on consumer purchase intention in China. It includes a literature review on key concepts such as social media characteristics, purchase intention, and factors that influence intention. A conceptual model is developed relating social media sociability, usability, dependence, involvement, trust and perceived risk/value to purchase intention. A mixed methods approach is used, including focus groups and a survey. Data is analyzed through reliability, confirmatory factor and structural equation modeling to test hypotheses on relationships between factors and intention. Results are discussed along with limitations and implications for management.
Detailed Information
| Author: | ['Ainun Jariah'] |
|---|---|
| Publication Year: | 2016 |
| Pages: | 128 |
| Language: | English |
| Format: | |
| Price: | FREE |
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