[산연논총 41집]1. The Impact of Iwom on Consumer Perceived Value and Group-…
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작성자 경희대학교 댓글 0건 조회 572회 작성일 17-02-16 09:45본문
[The Impact of Iwom on Consumer Perceived Value and Group-Buying Intention : Focusing on Hotel Group-Buying] - JIANG TAOTAO*․Geon-Cheol Shin** |
| Group-buying originated
from the group-buying website―Groupon in the United States, the company
created huge success in 2008, then many companies followed its business
model. Since 2010, China began to appear a series of group-buying websites,
such as Ctrip, Meituan net, Lashou net, etc. This paper take hotel
group-buying for example, discuss the importance of word of mouth on the
consumers group-buying intention. Here are 3 hypothesis in this paper, H1:
IWOM has a positive impact on online group-buying consumer perceived value;
H2：online group-buying consumer perceived value has a positive impact on
purchase intention； H3：group – buying consumer perceived value has the
mediating effect on IWOM and purchase intention. Three hypotheses were
established. * Research Associate, Center for Global Innovation, Kyung Hee University ** Professor, School of Management, Kyung Hee University (corresponding author) |
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- [산연논총 제41호집]1.The Impact of Iwom on Consumer Perceived Value ..·Geon-Cheol Shin.zip (151.8K) 33회 다운로드 | DATE : 2017-02-16 11:37:19
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