The Effect of Online Social Network Characteristics on Consumer Purchasing Intention of Social Deals
This study aims to understand how the characteristics of online social network structure can impact consumer purchase intention through network involvement. We propose and analyse that a consumer's decision for purchasing from the deal-of-the-day Websites is affected by the characteristics of the online social network structure through consumers' network involvement. The results of this study are: Tie strength, network density, network centrality and homophily will increase both social networking service (SNS) users' affective involvement and cognitive involvement to the online social network, both of which will increase their purchase intention of the recommended deals by their friends in SNS.
Year of publication: |
2014
|
---|---|
Authors: | Park, Min-Sook ; Shin, Jong-Kuk ; Ju, Yong |
Published in: |
Global Economic Review. - Taylor & Francis Journals, ISSN 1226-508X. - Vol. 43.2014, 1, p. 25-41
|
Publisher: |
Taylor & Francis Journals |
Saved in:
Online Resource
Saved in favorites
Similar items by person
-
Social networking atmosphere and online retailing
Park, Min-Sook, (2014)
-
Market orientation and communication methods in international strategic alliances
Shin, Jong-Kuk, (2012)
-
Market orientation and communication methods in international strategic alliances
Shin, Jong-Kuk, (2012)
- More ...