| Autor: |
Hailin Su, Kai-li Yu, Fang Fang, Dake Qian |
| Rok vydání: |
2013 |
| Předmět: |
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| Zdroj: |
Proceedings of the 2013 International Academic Workshop on Social Science (IAW-SC-13). |
| DOI: |
10.2991/iaw-sc.2013.162 |
| Popis: |
Due to the rise of the network society, consumption structure has consequently changed. The network consumption as a new consumption pattern became popular in the world. This paper did a creative research about the impact of hedonic and utilitarian attitudes of the consumer taking the network as consumer environment on spending propensities of consumers. This article, from the perspective of consuming attitudes of consumers, builds both hedonic and utilitarian attitudes of network consumption and tests the effect of these two attitudes on network consumption propensities through empirical research. The study found that hedonic attitude has a prominently positive effect on the network propensity to consume, and utilitarian attitude has a negative but indistinct impact on network consumption. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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