A CASE STUDY OF THE USES AND GRATIFICATIONS OF GROUP-BUYING WEBSITE – AN EXAMPLE OF TAIWAN GROUPON
Yu-Shan Hsu, Huai-En Peng
Strony: 371-379
Opublikowano: 1 Jan 2013
Wyświetlenia: 210
Pobrania: 14
Streszczenie: Using Groupon in Taiwan as an example, this study investigates how the interaction between consumer demographics and media information impact and influence on the motivations and gratifications of consumers. An analysis of the data reveals a statistically significant relationship between media exposure and consumers’ desire to participate in Online Group Buying.
Słowa kluczowe: group-buying website, consumer, uses and gratifications, e-commerce, mess media
Cytowanie artykułu: Yu-Shan Hsu, Huai-En Peng. A CASE STUDY OF THE USES AND GRATIFICATIONS OF GROUP-BUYING WEBSITE – AN EXAMPLE OF TAIWAN GROUPON. Journal of International Scientific Publications: Media & Mass Communication 2, 371-379 (2013). https://www.scientific-publications.net/en/article/1002998/
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