To Share Or Not to Share: What Drives Snss Users’ Intention to Share?
This research explore the factors that influence SNSs users’ intention to share. Applying both quantitative and qualitative studies, we identify three important factors: sharing motives, message types, and social capital focus. Both self-interest and communal motive drives users’ sharing intention, but it subject to message types and social capital focus.
Citation:
Pei-Wen Fu, Chi-cheng Wu, and Yung-Jan Cho (2015) ,"To Share Or Not to Share: What Drives Snss Users’ Intention to Share?", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 138-139.
Authors
Pei-Wen Fu, National Sun Yat-sen University, Taiwan
Chi-cheng Wu, National Sun Yat-sen University, Taiwan
Yung-Jan Cho, National Sun Yat-sen University, Taiwan
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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