Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/120821
DC Field | Value | Language |
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dc.contributor | 企管系 | |
dc.creator | Fang, Yu-Hui | |
dc.creator | Tang, Kwei | |
dc.creator | 唐揆 | |
dc.creator | Li, Chia-Ying | |
dc.creator | Wu, Chia-Chi | |
dc.date | 2018 | |
dc.date.accessioned | 2018-11-06T06:53:43Z | - |
dc.date.available | 2018-11-06T06:53:43Z | - |
dc.date.issued | 2018-11-06T06:53:43Z | - |
dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/120821 | - |
dc.description.abstract | The rapid proliferation of social networking sites (SNSs) provides marketers with ample opportunities to explore advertising strategies based on electronic word-of-mouth (eWOM). With that in mind, this study aims to understand the influence of the eWOM diffusion process on SNSs. We propose a theoretical framework to investigate the roles of curiosity and influence in SNS users` decisions to adopt eWOM and to pass it along to their contact groups. Two forms of curiosity, specific and diversive, are proposed to initiate specific exploration (consistency checking and knowledge-based validation) and diversive exploration (referral visit behavior), and eventually, adoption and pass-along behavior. In addition, SNS influence, formed by maven, persuasiveness, and connectivity, is proposed as a moderator affecting information diffusion. The proposed framework is empirically validated using the data collected from online surveys of 590 Facebook users. Implications for theory and practice are also discussed. | en_US |
dc.format.extent | 130 bytes | - |
dc.format.mimetype | text/html | - |
dc.relation | INTERNATIONAL JOURNAL OF ADVERTISING, 37(3), 360-384 | |
dc.subject | social network; word-of-mouth; curiosity; influence; exploration | |
dc.title | On electronic word-of-mouth diffusion in social networks: curiosity and influence | en_US |
dc.type | article | |
dc.identifier.doi | 10.1080/02650487.2016.1256014 | |
dc.doi.uri | http://dx.doi.org/10.1080/02650487.2016.1256014 | |
item.fulltext | With Fulltext | - |
item.openairetype | article | - |
item.grantfulltext | restricted | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
item.cerifentitytype | Publications | - |
Appears in Collections: | 期刊論文 |
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