论文信息 - UNDERSTANDING THE EFFECTS OF EWOM ON COSMETIC CONSUMER BEHAVIORAL INTENTION

UNDERSTANDING THE EFFECTS OF EWOM ON COSMETIC CONSUMER BEHAVIORAL INTENTION

This study adopts both the Information Adoption Model and the Information System Continuance Model to investigate information influencing users' intention to visit cosmetic websites and their purchase intentions. Data were gained from 222 users who have prior experiences browsing cosmetic information or purchasing cosmetics from websites. The results show that two models can provide a full understanding of how receivers handle eWOM that affects users' intentions to continually visit cosmetic websites and their purchase intentions.

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