Antecedents and outcomes of university students' it purchase intention: Exploring ewom adoption on e-learning

Tony Tung, Shuang Shii Chuang, Kuei Hsien Niu

研究成果: Conference contribution

摘要

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.

原文English
主出版物標題IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings
主出版物子標題Technology - Future Thinking
編輯Leon Pretorius, George Alex Thopil, Yasser Hosni
發行者International Association for Management of Technology Conference (IAMOT) and the Graduate School of Technology Management, University of Pretoria
頁面1156-1170
頁數15
ISBN(電子)0981581781, 9780981581781
出版狀態Published - 2016 1月 1
事件25th International Association for Management of Technology Conference, IAMOT 2016 - Orlando, United States
持續時間: 2016 5月 152016 5月 19

出版系列

名字IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings: Technology - Future Thinking

Other

Other25th International Association for Management of Technology Conference, IAMOT 2016
國家/地區United States
城市Orlando
期間16-05-1516-05-19

All Science Journal Classification (ASJC) codes

  • 技術與創新管理

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