社交媒体背景下网络互动对消费者购买意愿的影响研究被引量：2

Researching on Influence of Online Interaction on Consumers’ Purchase Intention in Context of Social Media

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摘要本文依托于社交媒体环境,基于S-O-R理论和互动仪式链理论,探究网络互动的不同维度对消费者购买意愿的影响。研究结果表明,网络互动部分维度正向影响感知信任和购买意愿,感知信任在其中起到部分中介作用,专业性起到正向调节作用。

作者刘玉芽张志烽 Liu Yuya;Zhang Zhifeng

机构地区广东外语外贸大学商学院

出处《广东省社会主义学院学报》 2022年第4期108-112,共5页 Journal of Guangdong Institute of Socialism

基金广东省级科技项目,项目编号:2015A080801005。

关键词社交媒体网络互动感知信任购买意愿

分类号 G206 [文化科学—传播学]

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