文献类型： 会议论文

第一作者： Jia-Jia MENG

作者： Jia-Jia MENG ¹ ; Wen-Jun LIU ² ;

作者机构： 1.Postdoctoral Programme, China Business Executives Academy

2.School of Management and Economics Dalian University of Technology

关键词： E-Commerce;WeChat marketing;Relationship intensity;Brand image;Purchase intention;Forward intention

会议名称： International Conference on Computer Networks and Communication Technology

主办单位：

页码： 622-627

摘要： In the context of Wechat marketing, this study investigated antecedents and boundary conditions of consumer purchase and forward intention. The results indicated relationship intensity, brand image and dispositional trust have positive effect on consumer purchase and forward intention; the effects are moderated by product price and type. When the price increased, the relationship between brand image and purchase intention is weaken, but the relationship between brand image and forward intention is strengthen, the relationship between dispositional trust and forward intention is weaken. For the search good, brand image is the critical factor for consumer purchase and forward; but for the experience good, relationship intensity is much more important.

分类号： TP393-53