{"title":"感知风险、购物价值和意见领袖对网络消费者购买意愿的影响:基于社会网络分析","authors":"Yi-Fen Chen, Chia-Wen Tsai, Po-Hung Lin","doi":"10.4018/IJEA.2017070103","DOIUrl":null,"url":null,"abstract":"Opinion leadersplay important roles in interpersonalcommunication.Marketerscancontact the opinionleadersandreducecostsandimproveoverallcommunicationefficacybycommunicating effectivelywiththem.Thisstudyinvestigatestheopportunityofconsumersbecomingopinionleaders andalsoinvestigatestheeffectsofperceivedriskandshoppingvalueononlineconsumerpurchase intention. This study surveyed college students in northern Taiwan (59 respondents) to explore collegestudents’onlinenailpolishpurchaseintentions.Thisstudyappliessocialnetworkanalysis (SNA)andregressiontoexaminehypotheseswithinatheoreticalframework.Theresultsshowedthat consumersfeelahigherperceivedriskandpositiveadvicegivenbyanopinionleadercanenhance purchaseintentions.Theresultsfurtherindicatedthathighertheconsumers’shoppingvalue,higher theirpurchaseintention.Thefindingsofthestudyoffersalesandmanagementprofessionalsmethods forcommunicatingwithonlineshoppersmoreeffectively.Thus,inadditiontomarketers’focuson makeupmarketsabove,theycanalsoexpandtheirvisiontowidermarkets. KEywORdS Opinion Leaders, Perceived Risk, Purchase Intention, Shopping Value, Social Network Analysis","PeriodicalId":354119,"journal":{"name":"Int. J. E Adopt.","volume":"22 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2017-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"The Influence of Perceived Risk, Shopping Value and Opinion Leader to Explore Online Consumer Purchase Intention: Using Social Network Analysis\",\"authors\":\"Yi-Fen Chen, Chia-Wen Tsai, Po-Hung Lin\",\"doi\":\"10.4018/IJEA.2017070103\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Opinion leadersplay important roles in interpersonalcommunication.Marketerscancontact the opinionleadersandreducecostsandimproveoverallcommunicationefficacybycommunicating effectivelywiththem.Thisstudyinvestigatestheopportunityofconsumersbecomingopinionleaders andalsoinvestigatestheeffectsofperceivedriskandshoppingvalueononlineconsumerpurchase intention. This study surveyed college students in northern Taiwan (59 respondents) to explore collegestudents’onlinenailpolishpurchaseintentions.Thisstudyappliessocialnetworkanalysis (SNA)andregressiontoexaminehypotheseswithinatheoreticalframework.Theresultsshowedthat consumersfeelahigherperceivedriskandpositiveadvicegivenbyanopinionleadercanenhance purchaseintentions.Theresultsfurtherindicatedthathighertheconsumers’shoppingvalue,higher theirpurchaseintention.Thefindingsofthestudyoffersalesandmanagementprofessionalsmethods forcommunicatingwithonlineshoppersmoreeffectively.Thus,inadditiontomarketers’focuson makeupmarketsabove,theycanalsoexpandtheirvisiontowidermarkets. KEywORdS Opinion Leaders, Perceived Risk, Purchase Intention, Shopping Value, Social Network Analysis\",\"PeriodicalId\":354119,\"journal\":{\"name\":\"Int. J. E Adopt.\",\"volume\":\"22 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2017-06-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Int. J. E Adopt.\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.4018/IJEA.2017070103\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Int. J. E Adopt.","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.4018/IJEA.2017070103","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 1
The Influence of Perceived Risk, Shopping Value and Opinion Leader to Explore Online Consumer Purchase Intention: Using Social Network Analysis
Opinion leadersplay important roles in interpersonalcommunication.Marketerscancontact the opinionleadersandreducecostsandimproveoverallcommunicationefficacybycommunicating effectivelywiththem.Thisstudyinvestigatestheopportunityofconsumersbecomingopinionleaders andalsoinvestigatestheeffectsofperceivedriskandshoppingvalueononlineconsumerpurchase intention. This study surveyed college students in northern Taiwan (59 respondents) to explore collegestudents’onlinenailpolishpurchaseintentions.Thisstudyappliessocialnetworkanalysis (SNA)andregressiontoexaminehypotheseswithinatheoreticalframework.Theresultsshowedthat consumersfeelahigherperceivedriskandpositiveadvicegivenbyanopinionleadercanenhance purchaseintentions.Theresultsfurtherindicatedthathighertheconsumers’shoppingvalue,higher theirpurchaseintention.Thefindingsofthestudyoffersalesandmanagementprofessionalsmethods forcommunicatingwithonlineshoppersmoreeffectively.Thus,inadditiontomarketers’focuson makeupmarketsabove,theycanalsoexpandtheirvisiontowidermarkets. KEywORdS Opinion Leaders, Perceived Risk, Purchase Intention, Shopping Value, Social Network Analysis
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