What Drives Individual Purchase Decisions in a Network: Consumer Motivation Approach

Dongwoo Ko, University of Iowa, USA
Sanguk Jung, University of Auckland, New Zealand
Empirically, the center of the network has been regarded as a crucial component in marketing strategies; however, as the previous literature suggests, the center of network does not directly connect to revenue generation. This research will pinpoint people who are more likely to follow others’ opinions.
[ to cite ]:
Dongwoo Ko and Sanguk Jung (2012) ,"What Drives Individual Purchase Decisions in a Network: Consumer Motivation Approach ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1118-1118.