Consumers' Use of Consumer-Generated-Media While Shopping: A Conceptual Outlook Using Technology Acceptance Model3 and Hofstede's Cultural Dimensions

Sanjukta Pookulangara

《International Journal of Electronic Commerce Studies》 2卷1期 (2011/06) Pp. 57-66

並列摘要

Retailers have a lot to gain by utilizing and harnessing the power of social media to enhance their overall marketing strategy. Social media provide retailers an opportunity to learn about their consumers' needs and then respond proactively; these media offer creative and effective ways for retailers to obtain insights not previously available. Consumers are increasingly turning to computer-mediated communication, i.e.,-consumer-generated-media (CGM) in order to get information on which to base their decisions. Consumers now have the means to communicate their opinions about products and companies to other consumers like themselves and to share information. This conceptual paper puts forth a research model using Technology Acceptance Model3 (TAM3) and Hofstede's Cultural Dimensions to examine the influence of CGM on consumers' shopping behavior.

並列關鍵字

Consumer-Generated-Media ； Hofstede's Cultural Dimensions ； Shopping ； TAM3

參考文獻

L. Casalo, C. Flavian, and M. Guinalıu, The impact of participation in virtual brand communities on consumer trust and loyalty. The case of free software. Online Information Review, 31(6), p775-792, 2007.

R. V. Kozinets, The field behind the screen: using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), p61-72, 2002.

P. Dwyer, Measuring the value of electronic word of mouth and its impact in consumer communities. Journal of Interactive Marketing, 21(2), p63-79, 2007.

B. Stauss, Using new media for customer interaction: a challenge for relationship marketing. In: T. Henning-Thurau, U. Hansen (Eds.), Relationship Marketing. Berlin: Springer, 2000.

H. H. Teo, H. C. Chan, K. K. Weib, and Z. Zhang, Evaluating information accessibility and community adaptivity features for sustaining virtual learning communities. International Journal of Human–Computer Studies, 59(5), p671-697, 2003.