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Moderator of the Microblog Communication on E-shoppers’ Purchase Intentions

In: Proceedings of 20th International Conference on Industrial Engineering and Engineering Management

Author

Listed:
  • Jin Yi

    (Shandong Normal University)

  • Xing-yuan Wang

    (Shandong University)

  • Qing Xin

    (Shandong University of Finance and Economics)

Abstract

Academics and practitioners have acknowledged that microblog could provide online consumers with instant information and unique experiences. As a result, the concept of microblog communication has become of great interest to consumers, IT technicians and marketers. Yet, there is limited research on the relationship between microblog communication and Internet users’ consumption choice. This study intends to construct the conceptual microblog communication, and gains the empirical results of: (a) customer perceived value and online brand awareness have significantly positive influence on e-shoppers, (b) microblog communication could positively moderate the relationship between perceived value and e-shoppers’ purchase intentions, while having no significant moderating effect on online brand awareness and perceived value.

Suggested Citation

  • Jin Yi & Xing-yuan Wang & Qing Xin, 2013. "Moderator of the Microblog Communication on E-shoppers’ Purchase Intentions," Springer Books, in: Ershi Qi & Jiang Shen & Runliang Dou (ed.), Proceedings of 20th International Conference on Industrial Engineering and Engineering Management, edition 127, pages 697-708, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-40072-8_70
    DOI: 10.1007/978-3-642-40072-8_70
    as

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