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Title: How do Influencers Leverage the Behaviors of Consumers on the Social Networking?
Authors: Wu, Junyi
Contributors: 2019智慧企業資訊應用發展國際研討會
Keywords: Social commerce, Consumer behavior, Influencer, Trust, Empathy
Date: 2019-06
Issue Date: 2019-07-17 15:01:31 (UTC+8)
Abstract: The rapid pervasion of social networking has created a great of opportunities to support business and facilitate deals. While influencer marketing has become more crucial and challenging, activities of influencers on the social networking deeply change the connecting and stickiness between consumers and influencers. Based on the framework of the theory of planned behavior, the research establishes a research model with the mediating determinants of empathy and trust between the features of influencers (i.e., perceived similarity, perceived familiarity, and domain expertise) and the perception and behaviors of consumers. Besides the purchase behavior, we further consider the support and recommendation behaviors leveraged by. Through this research we expect to contribute an examination of those determinants on a successful social commerce.
Relation: 2019智慧企業資訊應用發展國際研討會, p.16
Data Type: conference
Appears in Collections:[2019智慧企業資訊應用發展國際研討會] 會議論文

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