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Seeking symbolic value has become one of the most important reasons that drive the consumers choose brands. The study is intended to confirm the relationship between perceived brand internationalism, brand prestige and symbolic value. Symbolic value includes three factors, such as prestige value, self-expressive value, and social expressive value. The survey was conducted in four mobile stores. In...
One student sample experiment was designed to test the mechanism of self-determination for online shopping customer participation, and proved that website familiarity (high vs. low), website norm (high vs. low) and online customer participation motivation (autonomous vs. controlled) were the effective factors triggering the mechanism of self-determination and online customer participation. The results...
This paper examines internet sharing behavior. Sharing is a kind of reciprocal prosocial behavior, which can help consumers to cooperate with each other and reduce the transaction costs during the consumption process. Sharing is a public behavior, which is a powerful tool to combine consumers together and establish stable sensation and bonds among them. With the innovation and development of Internet...
This paper examines consumer-generated media (CGM). Our research will consider the domestic and global behaviors and findings will be useful for both researchers and marketing practitioners who seek to understand issues relevant to CGM and associated marketing tactics and their ability to accomplish marketing objectives, particularly related to building customer relationships and consumer behavior...
The 21st century is the information age, along with the development of network technology and e-commerce, online shopping gradually replacing the traditional mode of shopping and become a new channel. How to stand out in many sites, how to attract online consumers to produce buying behavior? All these requirements need the e-marketing support. Thus, social traditional and material marketing model...
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