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This document is a thesis submitted by Liwei Chen in April 2014 for a Bachelor's degree. The 122,377-character thesis examines the influence of social media on consumer purchase intention in China. It includes a literature review on topics such as the definition and classification of social media, how social media is used in China, and theories of purchase intention. The thesis then constructs a conceptual model and hypotheses about how social media sociability, usability, dependence, involvement, trust, perceived risk, and perceived value influence consumer purchase intention. It describes the mixed qualitative and quantitative methodology used, including focus group interviews and a survey. The remainder of the thesis analyzes the collected data and tests the hypotheses of the conceptual model.
Detailed Information
| Author: | ['Sokale '] |
|---|---|
| Publication Year: | 2018 |
| Pages: | 128 |
| Language: | English |
| Format: | |
| Price: | FREE |
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