haku: @indexterm Computers / yhteensä: 1087
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| Tekijä: | Okazaki, S. |
| Otsikko: | Social influence model and electronic word of mouth |
| Lehti: | International Journal of Advertising
2009 : VOL. 28:3, p. 439-472 |
| Asiasana: | consumers computers |
| Vapaa asiasana: | mobile device |
| Kieli: | eng |
| Tiivistelmä: | Mobile devices offer flexibility in time and space compared with laptop or desktop computers. Mobile devices enable consumers to be connected online more continually. This paper proposes a causal model for consumer participation in electronic word of mouth (eWOM) and compares the effects of PC-based and mobile-based eWOM. The results show that desire only partially mediates the effects on social intention of social identity. Mobile-based eWOM participants of the survey exhibit significantly higher perceptions on social intention, intrinsic enjoyment and cognitive social identity. |
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