Bipolar influence of firm-generated content on customers' offline purchasing behavior: A field experiment in China.
Zhi YangYu ZhengYufei ZhangYanhui JiangHua-Tung ChaoShuh-Chyi DoongPublished in: Electron. Commer. Res. Appl. (2019)
Keyphrases
- purchasing behavior
- consumer behavior
- information technology
- content providers
- decision making
- network effects
- marketing strategies
- real time
- personal information
- innovation diffusion
- customer satisfaction
- digital content
- web mining
- statistically significant
- service providers
- software engineering
- web pages
- search engine