کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
6837248 | 618422 | 2016 | 10 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Increasing individuals' involvement and WOM intention on Social Networking Sites: Content matters!
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کلمات کلیدی
موضوعات مرتبط
مهندسی و علوم پایه
مهندسی کامپیوتر
نرم افزارهای علوم کامپیوتر
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چکیده انگلیسی
Applying Technology Acceptance Model (TAM) and Elaboration Likelihood Model (ELM), we investigated the effects of content type (utilitarian vs. hedonic) on individuals' involvement and intention to subscribe/promote a company's SNS. An experiment was conducted with 171 participants. We found that utilitarian content worked better for highly involved individuals than hedonic content, but hedonic content increased individuals' situational involvement with a company's SNS more than utilitarian content among low-involved people. Both situational and enduring involvements influenced intention to subscribe to and continuously promote the company's SNS. Theoretical and practical implications are discussed further.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Computers in Human Behavior - Volume 60, July 2016, Pages 223-232
Journal: Computers in Human Behavior - Volume 60, July 2016, Pages 223-232
نویسندگان
Jung Won Chun, Moon J. Lee,