Moderator of the Microblog Communication on E-shoppers’ Purchase Intentions

Jin Yi (), Xing-yuan Wang and Qing Xin
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Jin Yi: Shandong Normal University
Xing-yuan Wang: Shandong University
Qing Xin: Shandong University of Finance and Economics

A chapter in Proceedings of 20th International Conference on Industrial Engineering and Engineering Management, 2013, pp 697-708 from Springer

Abstract: Abstract Academics and practitioners have acknowledged that microblog could provide online consumers with instant information and unique experiences. As a result, the concept of microblog communication has become of great interest to consumers, IT technicians and marketers. Yet, there is limited research on the relationship between microblog communication and Internet users’ consumption choice. This study intends to construct the conceptual microblog communication, and gains the empirical results of: (a) customer perceived value and online brand awareness have significantly positive influence on e-shoppers, (b) microblog communication could positively moderate the relationship between perceived value and e-shoppers’ purchase intentions, while having no significant moderating effect on online brand awareness and perceived value.

Keywords: E-shoppers; Microblog communication; Moderating effects; Purchase intentions (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-40072-8_70

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DOI: 10.1007/978-3-642-40072-8_70

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