| Popis: |
The rapid development of virtual shopping through social networking sites raises important research questions. Social networking site features can shape members' behavioral intentions toward virtual shopping. In this study, the S-O-R model is used to examine the effects of online stimuli on members' emotional states and responses. The structural equation model (SEM) tests the conceptual model and hypotheses. The findings show that both interactivity and identification factors shape members' trust, flow and purchase intention. |
