@inproceedings{c21df01c11444d769bdd9c97584e0315,
title = "Antecedents and outcomes of university students' it purchase intention: Exploring ewom adoption on e-learning",
abstract = "This study aims to examine how university students' attitudes toward information technology (IT) purchase intention is influenced by the antecedent variables of electronic word of mouth (eWOM), and how eWOM directly influences IT purchase intentions. This study employed Smart PLS to adopt the partial least squares (PLS) product indicator approach to test the research model. The results indicate that, by promoting IT sales to university students in an e-learning environment, eWOM can directly increase students' confidence in using IT which enables them to overcome other barriers regarding the adoption of IT, and assists them in making decisions to purchase IT for their e-learning needs. Several important implications are provided for managers at IT manufacturing and social networking sites, such as creating a win-win strategy that pays close attention to how students communicate through social networking sites and how such communication may affect their IT purchase intentions.",
author = "Tony Tung and Chuang, {Shuang Shii} and Niu, {Kuei Hsien}",
year = "2016",
month = jan,
day = "1",
language = "English",
series = "IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings: Technology - Future Thinking",
publisher = "International Association for Management of Technology Conference (IAMOT) and the Graduate School of Technology Management, University of Pretoria",
pages = "1156--1170",
editor = "Leon Pretorius and Thopil, {George Alex} and Yasser Hosni",
booktitle = "IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings",
note = "25th International Association for Management of Technology Conference, IAMOT 2016 ; Conference date: 15-05-2016 Through 19-05-2016",
}