| Autor: |
Jia-Jeng Hou, Xiang Bo, Yung-Chuan Lin |
| Předmět: |
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| Zdroj: |
International Journal of Electronic Commerce Studies; 2023, Vol. 14 Issue 3, p1-19, 19p |
| Abstrakt: |
Computers and the Internet have changed people's lifestyles, and the number of Internet users increases with the progress of Internet technology. Based on the Technology Acceptance Model for consumer behavior research and taking Coca-Cola's official fan club as an example, this study constructed independent variables, including message usefulness and message playfulness, and anticipated users' willingness to forward the messages and whether such willingness would be affected by how these messages are presented. This study conducted a questionnaire survey among 365 Facebook users and used regression analysis and two-way ANOVA to examine the related hypotheses. The findings are as follows: (1) Message usefulness has a positive correlation with message forwarding intention on Facebook. (2) Message playfulness has a positive correlation with message forwarding intention. (3) With high message practicality and interest, text added to audio and video has a more significant impact on the willingness to reproduce the message than other presentation methods. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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